A brand identity for a nation’s 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.


  • Brand Strategy
  • Brand Identity
  • Website Design
  • Iconography
  • Brand Toolkit


With the task of bringing contemporary art to life, the initiative 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 as well as a tool for artists, projects and inspiration for creatives.


The challenge was to create a new identity for Celf ar y Cyd that would support the initiative, helping to introduce contemporary art to an audience across Wales, and beyond. The identity and supporting visual toolkit needed to be flexible and accessible.


Following our insight-gathering and brand strategy phases of work, we crafted a bespoke, contemporary, typographic identity as the core emblem for the initiative. The stenciled inspired identity formed the foundation for visual toolkit that would be used to bring Celf ar y Cyd to life.


Inspired by the core proposition of 'Connect with Art', the brand identity evolved and came to life through bold colours, iconography, shapes, typography and messaging.

Brand application

The identity was implemented across a wide range of collateral, which included print and digital media. Brand guidelines were produced to provide examples of best practices, along with templates being provided to the internal team for consistent roll-out.

Website Design

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.

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