Cadw: Welsh Historic Monuments
As designers, we often seek projects that allow us to engage with the cultural and historical fabric of a place. It is, therefore, a significant honour to announce that we have been commissioned by Cadw, the Welsh Government's historic environment service, to manage their creative and design requirements for the next three years.
This long-term partnership allows us to dive deep into the visual storytelling of Wales’ most iconic landmarks, from majestic castles and ancient abbeys to prehistoric sites.
The Commission: A Three-Year Vision for Welsh Heritage
The scope of this commission is both vast and vital. Over the next three years, our team will be responsible for the design and development of Cadw’s entire suite of marketing literature. This includes the conceptualisation and production of high-quality brochures, educational leaflets, and site-specific guides.
The goal is to bridge the gap between historical preservation and modern public engagement. Our designs must not only honour the gravity of these historic monuments but also inspire a diverse audience—from local families and students to international tourists—to explore the rich heritage of Wales.
Our Design Strategy: Marrying Tradition with Modern Engagement
Designing for a government body dedicated to heritage requires a disciplined yet creative approach. Our strategy focuses on three core pillars:
1. Bilingual Authority and Clarity As a Welsh Government service, all design collateral must be flawlessly bilingual. Our typographic approach prioritises a clean, authoritative hierarchy that balances English and Welsh text with equal visual weight. We utilise clear, modern typefaces that ensure legibility for all visitors while maintaining a sense of institutional trust and historical significance.
2. Visual Storytelling Through High-Impact Imagery The historic monuments of Wales are some of the most visually stunning structures in the world. Our design layouts are built to serve as a frame for high-quality, atmospheric photography. By utilising expansive layouts and carefully curated imagery, we aim to capture the "spirit of place"—conveying the texture of the stone and the drama of the Welsh landscape before a visitor even sets foot on-site.
3. Structured Information Design Marketing literature, like leaflets and brochures, must be highly functional. We are focusing on intuitive information design, ensuring that maps, opening times, and historical facts are organised in a modular, easy-to-navigate format. This ensures that the literature is not just a souvenir, but an essential tool for navigation and learning.
4. Brand Consistency Across the Estate With over 100 monuments under Cadw’s care, maintaining a cohesive visual identity is paramount. Our work involves adhering to established brand guidelines while finding creative ways to give each site its unique voice. This consistency ensures that whether a visitor is at Caernarfon Castle or Tintern Abbey, they recognise the hallmark of quality and expertise that Cadw represents.
The Result: A Lasting Legacy
A three-year commission allows for a level of brand immersion that is rare in the design world. It gives us the opportunity to evolve Cadw’s visual language, ensuring it remains fresh and engaging for a modern audience while staying rooted in the history it protects.
We are incredibly proud to play a role in how the story of Wales is told. Through thoughtful, meticulous design, we are helping to ensure that these "Welsh historic monuments" are not just seen as relics of the past, but as vibrant, accessible destinations for the future.
