Inspiring Wales to become more active

Sport Wales

Branding Campaigns


A Sport Wales brief to create a campaign that inspires all ages to become more active. To get people interested in sport we need to first engage them. The campaign creative aims to empower and educate people about the benefits of becoming more active.


We designed a modern energetic campaign that the people of Wales can look up to. Inspired by different sports we used a visual system to represent the energetic movement of the brand, and how it can change direction and be used to represent different ways to become active.

the vision for sport badge in pink
the vision for sport hashtag #wecanwales on blue

Being part of the Vision meant that you agree to its values and strive to become more active as an individual or collective. Through the website the badge is available as part of a toolkit for anyone to use. Followed by the #WeCanWales - which gave the nation a strap-line to strive for, and also showcase them doing their bit.

Inspired by the different ways these lines are visualised we decided to use them as a visual metaphor to represent the energetic movement of the brand, and how it can change direction and be used in various ways to represent different key words. Taking them out of context and using them as methods of visual communication.

vision for sport pink line patterns

It was important we created social content that inspired and shouted about the importance of being active. Our colour palette and choice of font helped us communicate this energy well. Through the simple means of buzz words and short sharp messages, the people of Wales were able to feel empowered and not intimidated.

vision for sport social stories in different colours
vision for sport posters on a street wall
a photograph of a team with large word 'community' overlayed
A photograph of someone kicking a football
large text saying 'get involved' on green
a large bold message saying 'be inspired'

We designed and built a mobile first website where everything lives. An exciting showcase of Welsh content told through a fresh campaign story which educates users all about the benefits of being active, what the Nation is already doing and most importantly what you need to do to get involved in the Vision.

the vision for sport website on three iphone devices
videos from the vision for sport website on desktop and mobile
the vision for sport website resources section
the vision for sport homepage design showing various videos

The Vision is going to grow as time goes by, so we wanted to showcase this, as well as being a branding & web project we made sure the Vision is something that people can showcase physically, through printed content & merchandise.

a vision for sport brochure
a vision for sport tote bag