drama association of wales
2024
Refreshing the identity of Wales' national drama organisation through a cohesive brand and digital experience.
Client / Drama Association of Wales
Role / Brand Designer
brand identity / Squarespace website / marketing collateral / brand rollout
01/
challenge
Modernising a long-established organisation without losing its heritage.
The Drama Association of Wales needed a new identity and website that reflected its evolving role while remaining recognisable to its existing community. The challenge was balancing tradition with a more contemporary, accessible experience.
02/
research
Understanding the organisation before redefining it.
I explored the organisation's history, audience and existing communications to identify what should be preserved and what needed to change. Looking at competitors and cultural organisations also helped establish opportunities to improve clarity, accessibility and perception.
03/
brand identity
Creating an identity built for consistency.
The identity was developed around a flexible visual system including logo, typography, colour palette and supporting graphic elements. Every component was designed to work consistently across both digital and printed communications.
04/
DEVELOPMENT
Bringing the brand to life across every touchpoint.
The visual system was applied throughout a new Squarespace website alongside printed collateral and marketing assets. Careful attention was given to hierarchy, navigation and usability to create a cohesive experience from first impression through to everyday use.
05/
outcome
A unified identity for the organisation's next chapter.
The final rebrand provided the Drama Association of Wales with a consistent identity and modern digital presence, giving the organisation a stronger platform to communicate with existing members while becoming more accessible to new audiences.
