CELF AR Y CYD
A brand identity for Wales’ contemporary art collection
As part of an ambitious national digital initiative, Amgueddfa Cymru - Museum Wales set out to develop a virtual contemporary art collection named Celf ar y Cyd.
The initiative, which aims to bring contemporary art to life, provides opportunities for discovery and engagement with the many thousands of artworks in the museum’s collection. The collection is both a learning resource for schools, colleges, and communities and a tool for artists, projects, and inspiration for creatives.
Brand Strategy, Brand Identity, Brand Guidelines, Print Design & Production, Digital Assets
For the housing association Valleys to Coast, the way that the repairs and maintenance arm operated was broken. The entire process from customer to company was fragmented and frustrating, thus needing a new sister company to adapt to the needs and expectations of its clientele.
The challenge
Our challenge was to create a new identity and visual toolkit for Celf ar y Cyd that would support the initiative and help introduce contemporary art to an audience across Wales and beyond.
The solution
Following our insight-gathering and brand strategy phases of the project, we set out to craft a bespoke, contemporary, typographic identity as the core emblem for the initiative.
The identity and supporting visual toolkit needed to be flexible, accessible and extendable.
The Brand Idea
Inspired by a core idea behind the Celf ar y Cyd proposition of 'Connect with Art', the brand identity evolved and came to life through bold colours, iconography, shapes, typography and messaging.
The identity was crafted around a stencil theme, with elements being used to represent the key themes of the initiative, which were collaboration, connection, inspiration and intrigue. These elements formed the foundation for the visual toolkit that would bring Celf ar y Cyd to life.
Developing the Brand Identity
The identity was implemented across a wide range of collateral, including print and digital media. Brand guidelines were produced to provide examples of best practices, and templates were provided to the internal team for consistent implementation and ongoing management.
A key component of the Celf ar y Cyd initiative is the website. We supported the team with the creation of an initial website framework and design style guide that can be implemented and maintained by the project partners and internal teams.
Amazing! We absolutely love the branding and the storytelling behind it. Thank you so much for turning this around so quickly ready for our internal launch.
Laura Morris – Head of Communications & Engagement
Find out more
If you’d like to learn more about how we collaborated with the team at Amgueddfa Cymru — Museum Wales to move Celf ar y Cyd to a better place, feel free to get in touch.
Call us on: 01443 237717
Email us: whistle@brightcollie.com