the arts council of wales (acw)

Cambrensis was approached by The Arts Council of Wales to advise and launch a new branding concept for its Principality Collectorplan scheme.

The innovative scheme, which provides interest free loans to purchase artworks in Wales, was in its 22nd year. Increasingly, the scheme was losing ground to other loan providers and its branding had lost its impact and was failing to inspire its target audience.

Cambrensis looked at the whole range of marketing materials anew and devised a new branding package for the scheme.

In partnership with graphic designers Staziker Jones and 6721 and following research with galleries, art professionals and potential art—buying customers, we decided to roll out a radical re—design of the main promotional leaflet, provide new copy and add corresponding bold slogans. We also decided to design bespoke leaflet holders, window graphics and quote cards for participating galleries to reinforce the branding at every opportunity.

The new branding was launched in June at the Washington Gallery in Penarth and has proved popular with galleries, the Arts Council of Wales and the public alike.

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