The Football Association of Wales (FAW) enlisted Bulletproof to deliver a new brand visual identity that drew upon its empowering and inclusive motto ‘Together, Stronger’, in order to reflect the vital role the organisation plays in supporting and encouraging players and fans throughout every tier of the football pyramid. Ultimately, the design solution needed to position FAW as a modern, iconic brand incorporating the National Association, National Team, and Leagues & Cup competitions – allowing each individual facet to shine in its own right.

We were tasked with the challenge to rejuvenate the brand visual identity to capture ‘Welsh Spirit’ and inspire further passion and pride in the nation’s rich and successful footballing heritage, articulating what it means for the people, the players and its army of supporters.

Understanding that Wales, as a country, has a proud cultural identity built on the stoic traits of resilience and determination was an important primer for our creative process, as was the understanding that football is perceived to be so much more than just a game; it’s a means of expressing these passionate, engrained traits and a force for uniting people together.

Against this context, ‘Built on Welsh Spirit’ became the creative idea upon which every aspect of the brand was formed – positioning Wales as a modern, progressive nation with an ancient heart.

FAW’s iconic dragon was recast to reflect the indomitable spirit of the nation, an icon of strength and resilience. The execution was inspired by chiselled rock and slate carving, representing centuries of Welsh craft and industry yet still aesthetically relevant to contemporary times and befitting of today’s global sporting arenas. The new brand visual identity uses a modular system based on building horizontal rows to create a visual mechanic representing growth from strong foundations, all anchored by the dragon – a metaphorical representation of FAW as a supporting and nurturing force for the beautiful game.

Working alongside a typographer a bespoke typeface, ‘Welsh Spirit,’ was also developed in line with the creative idea. Designed specifically with chiselled, firm foundations, the typeface celebrates the traditional art of Welsh slate carving,while also being inspired by the modern condensed sans serif typefaces used in sport.

The brand colours were inspired by the Welsh landscape, drawing on hues from the rolling hills of Glamorgan, the valleys of the Rhondda and the peaks of Snowdonia.

The unveiling of the new brand was teased online with a series of idents, while Bulletproof also produced a dramatic launch video, with voiceover provided by celebrated Welsh musician and 6Music DJ, Cerys Matthews.

Commenting on the new brand visual identity, Peter Barnes, FAW, said: “Bulletproof approached the brief with a real passion for our history, helping us visualise what ‘Welsh Spirit’ really means to us, our people, our players and our supporters. The new brand visual identity captures what’s important from our past and brings it back with a modern energy. ‘Built On Welsh Spirit’, is a fitting symbol of passion, progress and pride for a footballing nation reborn.”