Visit Cardiff

Brand application and motion system

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

The result was a comprehensive brand application toolkit, designed to make creating on-brand content straightforward without limiting creativity. We developed a series of editable social media templates, established clear motion principles and defined how typography should animate to create a consistent visual rhythm across every piece of content. As part of the project, we also introduced a new location pin brand device that extends the Visit Cardiff identity beyond the logo. Designed as a flexible graphic element, it can frame photography and video, reveal content, transition between scenes and highlight destinations on maps or illustrated Cardiff landmarks, giving the brand another distinctive and recognisable asset that works across both digital and campaign applications. Alongside this, we produced an animated icon library, refined the Visit Cardiff logo animation into English, Welsh, bilingual and standalone versions, and documented everything within a comprehensive set of brand motion guidelines. We also extended these assets across the Visit Cardiff website, integrating animated logos and icons to create a richer, more engaging digital experience.

The Outcome

Visit Cardiff now has a practical toolkit that helps the brand stay consistent wherever it appears. Rather than approaching each campaign or piece of content as a new creative challenge, the team has access to reusable assets, clear guidance and flexible templates that make producing high-quality, on-brand communications faster and more efficient. By turning brand principles into practical tools, we helped create a system that supports everyday content creation while strengthening the overall brand experience. Whether it's an animated social post, a campaign asset, a website interaction or a printed notebook, every touchpoint feels unmistakably Visit Cardiff.

Motion Principles
Motion should reinforce a brand's personality, not distract from it. For Visit Cardiff, that meant creating a set of principles that reflected the brand's tone of voice: human and approachable, yet confident and ambitious.
Every movement was designed to feel fluid, welcoming and purposeful. The logo gently opens to invite the audience into the brand, while the location pin guides the eye through content, framing imagery, transitioning between scenes and creating a natural sense of flow. Together, these behaviours establish a recognisable motion language that makes every interaction feel unmistakably Visit Cardiff.
Brand Illustrations
To give the brand even greater flexibility, we developed a bespoke library of illustrated Cardiff landmarks and iconic buildings. More than decorative assets, they provide a recognisable visual language that can be applied consistently across a wide range of brand touchpoints.
Designed to work across both digital and physical applications, the illustrations feature throughout social content, campaign assets, printed brochures, merchandise and out-of-home advertising, helping every piece of communication feel distinctly Visit Cardiff.
Print Design
On top of the digital campaign assets, we create a suite of printed materials for Cardiff Council to expand their reach. This included brochures detailing things to see and do in Cardiff, posters, and illustrated maps of the city.
Motion Principles
Motion should reinforce a brand's personality, not distract from it. For Visit Cardiff, that meant creating a set of principles that reflected the brand's tone of voice: human and approachable, yet confident and ambitious.
Every movement was designed to feel fluid, welcoming and purposeful. The logo gently opens to invite the audience into the brand, while the location pin guides the eye through content, framing imagery, transitioning between scenes and creating a natural sense of flow. Together, these behaviours establish a recognisable motion language that makes every interaction feel unmistakably Visit Cardiff.
Brand Illustrations
To give the brand even greater flexibility, we developed a bespoke library of illustrated Cardiff landmarks and iconic buildings. More than decorative assets, they provide a recognisable visual language that can be applied consistently across a wide range of brand touchpoints.
Designed to work across both digital and physical applications, the illustrations feature throughout social content, campaign assets, printed brochures, merchandise and out-of-home advertising, helping every piece of communication feel distinctly Visit Cardiff.
Print Design
On top of the digital campaign assets, we create a suite of printed materials for Cardiff Council to expand their reach. This included brochures detailing things to see and do in Cardiff, posters, and illustrated maps of the city.
Motion Principles
Motion should reinforce a brand's personality, not distract from it. For Visit Cardiff, that meant creating a set of principles that reflected the brand's tone of voice: human and approachable, yet confident and ambitious.
Every movement was designed to feel fluid, welcoming and purposeful. The logo gently opens to invite the audience into the brand, while the location pin guides the eye through content, framing imagery, transitioning between scenes and creating a natural sense of flow. Together, these behaviours establish a recognisable motion language that makes every interaction feel unmistakably Visit Cardiff.
Brand Illustrations
To give the brand even greater flexibility, we developed a bespoke library of illustrated Cardiff landmarks and iconic buildings. More than decorative assets, they provide a recognisable visual language that can be applied consistently across a wide range of brand touchpoints.
Designed to work across both digital and physical applications, the illustrations feature throughout social content, campaign assets, printed brochures, merchandise and out-of-home advertising, helping every piece of communication feel distinctly Visit Cardiff.
Print Design
On top of the digital campaign assets, we create a suite of printed materials for Cardiff Council to expand their reach. This included brochures detailing things to see and do in Cardiff, posters, and illustrated maps of the city.
Motion Principles
Motion should reinforce a brand's personality, not distract from it. For Visit Cardiff, that meant creating a set of principles that reflected the brand's tone of voice: human and approachable, yet confident and ambitious.
Every movement was designed to feel fluid, welcoming and purposeful. The logo gently opens to invite the audience into the brand, while the location pin guides the eye through content, framing imagery, transitioning between scenes and creating a natural sense of flow. Together, these behaviours establish a recognisable motion language that makes every interaction feel unmistakably Visit Cardiff.
Brand Illustrations
To give the brand even greater flexibility, we developed a bespoke library of illustrated Cardiff landmarks and iconic buildings. More than decorative assets, they provide a recognisable visual language that can be applied consistently across a wide range of brand touchpoints.
Designed to work across both digital and physical applications, the illustrations feature throughout social content, campaign assets, printed brochures, merchandise and out-of-home advertising, helping every piece of communication feel distinctly Visit Cardiff.
Print Design
On top of the digital campaign assets, we create a suite of printed materials for Cardiff Council to expand their reach. This included brochures detailing things to see and do in Cardiff, posters, and illustrated maps of the city.

Motion Principles
Motion should reinforce a brand's personality, not distract from it. For Visit Cardiff, that meant creating a set of principles that reflected the brand's tone of voice: human and approachable, yet confident and ambitious.
Every movement was designed to feel fluid, welcoming and purposeful. The logo gently opens to invite the audience into the brand, while the location pin guides the eye through content, framing imagery, transitioning between scenes and creating a natural sense of flow. Together, these behaviours establish a recognisable motion language that makes every interaction feel unmistakably Visit Cardiff.
Brand Illustrations
To give the brand even greater flexibility, we developed a bespoke library of illustrated Cardiff landmarks and iconic buildings. More than decorative assets, they provide a recognisable visual language that can be applied consistently across a wide range of brand touchpoints.
Designed to work across both digital and physical applications, the illustrations feature throughout social content, campaign assets, printed brochures, merchandise and out-of-home advertising, helping every piece of communication feel distinctly Visit Cardiff.
Print Design
On top of the digital campaign assets, we create a suite of printed materials for Cardiff Council to expand their reach. This included brochures detailing things to see and do in Cardiff, posters, and illustrated maps of the city.
Motion Principles
Motion should reinforce a brand's personality, not distract from it. For Visit Cardiff, that meant creating a set of principles that reflected the brand's tone of voice: human and approachable, yet confident and ambitious.
Every movement was designed to feel fluid, welcoming and purposeful. The logo gently opens to invite the audience into the brand, while the location pin guides the eye through content, framing imagery, transitioning between scenes and creating a natural sense of flow. Together, these behaviours establish a recognisable motion language that makes every interaction feel unmistakably Visit Cardiff.
Brand Illustrations
To give the brand even greater flexibility, we developed a bespoke library of illustrated Cardiff landmarks and iconic buildings. More than decorative assets, they provide a recognisable visual language that can be applied consistently across a wide range of brand touchpoints.
Designed to work across both digital and physical applications, the illustrations feature throughout social content, campaign assets, printed brochures, merchandise and out-of-home advertising, helping every piece of communication feel distinctly Visit Cardiff.
Print Design
On top of the digital campaign assets, we create a suite of printed materials for Cardiff Council to expand their reach. This included brochures detailing things to see and do in Cardiff, posters, and illustrated maps of the city.
Motion Principles
Motion should reinforce a brand's personality, not distract from it. For Visit Cardiff, that meant creating a set of principles that reflected the brand's tone of voice: human and approachable, yet confident and ambitious.
Every movement was designed to feel fluid, welcoming and purposeful. The logo gently opens to invite the audience into the brand, while the location pin guides the eye through content, framing imagery, transitioning between scenes and creating a natural sense of flow. Together, these behaviours establish a recognisable motion language that makes every interaction feel unmistakably Visit Cardiff.
Brand Illustrations
To give the brand even greater flexibility, we developed a bespoke library of illustrated Cardiff landmarks and iconic buildings. More than decorative assets, they provide a recognisable visual language that can be applied consistently across a wide range of brand touchpoints.
Designed to work across both digital and physical applications, the illustrations feature throughout social content, campaign assets, printed brochures, merchandise and out-of-home advertising, helping every piece of communication feel distinctly Visit Cardiff.
Print Design
On top of the digital campaign assets, we create a suite of printed materials for Cardiff Council to expand their reach. This included brochures detailing things to see and do in Cardiff, posters, and illustrated maps of the city.
Motion Principles
Motion should reinforce a brand's personality, not distract from it. For Visit Cardiff, that meant creating a set of principles that reflected the brand's tone of voice: human and approachable, yet confident and ambitious.
Every movement was designed to feel fluid, welcoming and purposeful. The logo gently opens to invite the audience into the brand, while the location pin guides the eye through content, framing imagery, transitioning between scenes and creating a natural sense of flow. Together, these behaviours establish a recognisable motion language that makes every interaction feel unmistakably Visit Cardiff.
Brand Illustrations
To give the brand even greater flexibility, we developed a bespoke library of illustrated Cardiff landmarks and iconic buildings. More than decorative assets, they provide a recognisable visual language that can be applied consistently across a wide range of brand touchpoints.
Designed to work across both digital and physical applications, the illustrations feature throughout social content, campaign assets, printed brochures, merchandise and out-of-home advertising, helping every piece of communication feel distinctly Visit Cardiff.
Print Design
On top of the digital campaign assets, we create a suite of printed materials for Cardiff Council to expand their reach. This included brochures detailing things to see and do in Cardiff, posters, and illustrated maps of the city.

Process
Process

For us, successful brand application starts with understanding how a brand works in practice. Through collaborative discovery sessions, we explored how Visit Cardiff's identity was being used across different channels, where inconsistencies were emerging and what tools would make the biggest difference to the team creating content every day. That strategic thinking shaped every decision that followed.

4 phones floating in white space showing Visit Cardiff social content

A wall of 5 bilingual posters advertising thing to do in Cardiff

From there, our role was to translate those insights into practical, usable assets. Every template, motion behaviour, guideline and digital component was designed with longevity in mind, creating a toolkit that not only improves consistency today, but gives Visit Cardiff the confidence and flexibility to apply its brand effectively long into the future.

See more of our work

We helped the Visit Cardiff brand show up consistently wherever it's experienced.

The Challenge

The Solution

The Outcome

Motion Principles

Brand Illustrations

Print Design

Motion Principles

Brand Illustrations

Print Design

Motion Principles

Brand Illustrations

Print Design

Motion Principles

Brand Illustrations

Print Design

Motion Principles

Brand Illustrations

Print Design

Motion Principles

Brand Illustrations

Print Design

Motion Principles

Brand Illustrations

Print Design

Motion Principles

Brand Illustrations

Print Design

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