GRIT AND GLORY
For 150 years, The Football Association of Wales (FAW) has been the rock-solid foundation of Welsh football. But times change, and they found themselves in need of a brand that could hold its own and help them compete for £22bn+ in annual partnerships.
project
Football Association of Wales Rebrand
client
Football Association of Wales
Services
Brand Strategy
Brand Identity System
Brand Architecture
Digital Design
Motion Design
Brand Film
3D Environment
Collaboration
COLLABORATORS
Alistair McCready
Pride of a nation
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We helped FAW disrupt tradition to breathe new fire into the Welsh dragon, with a brand identity to inspire pride across the nation — from grassroots pitches to the biggest stage of all.
Born from
Welsh pride
We began by interviewing fans at every level—from the terraces we moved to the boardroom and then the heart of government—to find out what the game means to them. The insights we uncovered led to our core strategic idea of ‘Built On Welsh Spirit’, inspired by the legendary tenacity that unites and defines the nation’s football identity. The Dragon took its place as our unshakeable foundation and a symbol of FAW’s position as the flame of Welsh football: boldly iconic as a brandmark and beautifully intricate as a badge.
Forged by craft and industry
From brandmark to typography, the new identity celebrates the Welsh art of slate carving—an ode to the landscape from which it’s cut. Brand colours are drawn from Wales’s dramatic landscape, from the hills of Glamorgan to the valley of the Rhondda.
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The final score
Today, the Football Association of Wales bears a global brand identity worthy of its heritage and defiant spirit. With desire for the brand reaching new levels, the FAW secured a long-term partnership with Adidas, driving sales across the nation and beyond. In 2021, Wales ended its 64-year tournament drought to qualify for the World Cup in Qatar — disrupting rugby’s dominance and installing football as the nation’s most popular sport.
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Growth
£2m+
£2m+ increase in sponsorship 50% increase in participation in female football On track to exceed 2026 growth target of £26m
Standout
53%+
53% increase in positive opinion.
FAW’s perception as modern, progressive & trustworthy grew 22%.
Dafydd Iwan's ‘Yma O Hyd’ reaches no.1 in the charts.
Fandom
No. 1
Football has overtaken rugby as the no.1 sport in Wales.
69% of Welsh audiences tuned into World Cup opening game.
Welsh bucket hat sales increased 1300%.
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