Our creative brings the Cymru national team’s higher purpose to life. Acknowledging the past, showcasing the present, and inspiring the future. Designed to speak directly to Gen Z, we’ve used bold colours, photography bursting with personality, and a flexible design system that will keep the Cymru team’s fresh new brand turning heads throughout their journey to the Euro 2025 Championships… and beyond!
For us, the current Cymru national team, who will break new boundaries and create meaningful change, together. Our imagery heroes the players, showcases their personality as individuals and as a collective. Positions them as confident, passionate, proud, determined, resilient. Kick-ass athletes and accessible role models for young people across the country.
For them, for the trailblazers who paved the way. The women who fought for better standards and to be recognised as a national team 30 years ago. The trailblazers whose names were never printed on the back of a Cymru jersey. Those names are the platform on which the current squad is built, those names are woven into our creative.
For her, for those this Cymru squad inspire. For those inspired to watch and play for the first time. For the young girls who feel invisible or overlooked. She is our primary audience. The girls that watch, play and love football. Our creative concept has been designed with HER in mind. Through bold colours, patterns, animation, and imagery, we ensure that she knows that this Cymru team is for her.
These Cymru players are cool, relatable, accessible. They are trend-setters, ambassadors for social change and role models for young girls and boys nationwide. They are individuals, bursting with personality. Our photography heroes those individuals. But they’re also part of a team, so our imagery shows the close bonds that makes this team so special.
The players are the campaign’s superstars. Our visual system is designed to allow player imagery to pop. A colour palette has been chosen to best complement the red of the Wales kit, and red Welsh dragon. To keep things fresh for the duration of the campaign, our system allows a range of photography styles to be incorporated.
The campaign slogan hints at something spoken, or chanted, or sung. A call to action…
“FOR US! FOR THEM! FOR HER!”
We’ve created a campaign word mark, an icon that references this vocalisation, skewing the words to give a sense of movement, while still providing a solid visual element that doesn’t clutter the wider brand.
For Us. For Them. For Her. The visual system references the trailblazers, their names that were never printed on a Wales jersey. It references the current Wales kit, the kit that will be worn on this historic qualification journey. It references Gen Z, through bold colour, type and imagery.
Modern, clean, flexible. The font is legible but doesn’t detract. Ensuring the players take centre stage.
Our imagery heroes the players, showcases their personality as individuals and as a collective.
Positions them as confident, passionate, proud, determined, resilient. Kick-ass athletes and accessible role models for young people across the country.
Gen Z are our focus. Yes, Gen Z love football. But they don’t ONLY love football. This campaign positions Cymru as part of wider Gen Z cultures. Our creative is not inspired by other football teams, it takes its cues from fashion brands, music, alternative subcultures. It’s a vibe.
This creative will accompany the Cymru team on their 2 year journey to the Euro 2025 Championships, through the Euro Qualifiers and Nations League competitions. We’ve built flexibility into the visual system to ensure it remains fresh throughout the duration of the campaign.