Visit Cardiff
Brand application and motion toolkit
Brand Application
2026
Motion Toolkit
Motion System
We helped the Visit Cardiff brand show up consistently wherever it's experienced.
Visit Cardiff already had a distinctive visual identity. The challenge wasn't creating a new brand, it was ensuring that brand could be applied consistently across an ever-growing range of outputs.
Working closely with the Visit Cardiff team, we developed a practical brand toolkit that combined motion, templates, guidelines and digital assets into a cohesive system. The result is a more consistent, engaging and scalable brand experience, whether someone encounters Visit Cardiff on social media, their website, a campaign or in the real world.
The Challenge
As the Visit Cardiff brand evolved, so did the number of places it needed to appear. Social media, digital campaigns, presentations, the website and marketing collateral all required content to be produced quickly, often by different people and for different purposes. While the visual identity was already well established, there was no practical framework for applying it consistently across these touchpoints. Motion behaved differently from project to project, reusable assets didn't exist, and creating new content often meant starting from scratch. Visit Cardiff needed more than creative assets. They needed a system that made applying their brand simpler, faster and more consistent.
The Solution
Our strategy centred around the recognisable symbol of place: the location pin. This became the core element of the motion identity, with vivid photography and video masked inside to reveal the city’s highlights. We created a set of messages tailored to different aspects of Cardiff Bay and the city, including A Place to Discover, A Place to Explore, A Place to Reset and A Place to Relax. This adaptable system allowed the campaign to highlight a variety of experiences while maintaining a consistent visual and strategic identity. We produced a full suite of digital and out-of-home assets, using motion design to bring the campaign to life across formats. Every element, from colour and typography to pacing and copy tone, was built on Visit Cardiff’s existing brand foundations, ensuring cohesion while pushing the visual language in a fresh direction. Our strategic approach to content helped make sure each message connected with its intended audience, wherever it appeared.
The Outcome
The A Place To… campaign gave Visit Cardiff a motion identity and design system that could evolve and scale over time. It successfully reconnected audiences with both the Bay and the City Centre, positioning Cardiff as a destination full of culture, creativity and community. Alongside the campaign rollout, we also developed an illustrated map and printed brochure, extending the identity across multiple touchpoints. The result was a consistent, strategy-led campaign that brought motion, storytelling and place together in one cohesive experience.
Once the strategic foundations were set, our design team explored how motion could enhance the storytelling. We began by developing the core graphic, the location pin, as a framing device for imagery and type. This formed the basis of a modular design and motion system, allowing assets to adapt easily across formats. The use of colour and typography reflected Visit Cardiff’s brand identity while injecting a sense of vibrancy and movement to capture the energy of the city.
As the campaign evolved, motion design became the heart of the visual experience. The animated pins revealed new scenes through smooth, fluid transitions that echoed the idea of discovery central to the campaign. We extended this visual world beyond advertising, creating an illustrated map and printed materials that showcased the breadth of what Cardiff has to offer. The result was a campaign built on strategy, motion and design, celebrating Cardiff as A Place To… explore, enjoy and experience.
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