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The FAW launch a new Cymru national team creative

The Football Association of Wales (FAW) has launched a bold and head-turning creative for the Cymru national team as they embark on their inaugural UEFA Women’s Nations League 2023 campaign. 

The FAW has worked with Cardiff-based design agency Andco Studio to create the new brand, which is visible across all of the FAW’s digital channels in the build-up to the national team matches.

Cymru’s 2023 FIFA Women’s World Cup Qualification campaign was a watershed moment for women’s football in Wales, with Cymru making their first ever play offs and repeatedly breaking attendance records. Through increased television coverage, improved marketing, and the FAW’s support, Cymru were given the platform to achieve their potential, becoming more visible to girls and boys across the country and beyond.

The Cymru women’s national team have detailed their higher purpose: “To play for change. To play to inspire. For us. For them. For her.” This higher purpose has defined the creative campaign, becoming both a tagline and visual system, designed to acknowledge the past, showcase the present, and inspire the future.

The wordmark “For us. For them. For her.”, detailed prominently across a number of the campaign assets, emphasises the importance of this campaign’s message. The three areas of the slogan are divided into three key audiences.

“For us.” represents the current Cymru national team, who will break new boundaries and create meaningful change, together. Agents for social change, utilising their platform to progress gender equality on and off the pitch and role models for young people across the country. The images used across the creative heroes the players, showcases their personality, unity, passion, pride and athleticism

“For them.” represents the trailblazers who paved the way for the current group of Cymru players and who’s shoulders they stand on who are the platform in which the current squad is built on. Those who fought for better standards and to be recognised as a national team. The names of those trailblazers, names that were never printed on the back of a Cymru jersey, are referenced throughout the creative.

“For her.” recognises the importance of this team playing for change, playing to inspire the next generation. As a primary audience, the girls who watch, play and love football have been key to the development of the creative brand, through the use of bold colours, patterns, animations and imagery.

Football Association of Wales’ Marketing Manager, Julie Parienti​ said: “Welsh women’s football is on a journey of transformational change, and I am grateful that at the FAW we have been able to work with Andco Studio to produce a creative campaign that is reflective of the exciting developments across the game.

“This bold brand positions the Cymru national team as proudly Welsh and bursting with personality, traits that will certainly be on show during our upcoming Nations League matches and across our journey as the road to EURO 2025 begins.”

Andco Studio Creative Graphic Designer, Lois James said: “It’s been a privilege to work on this campaign, both personally and professionally. I’m a huge fan of football, and in particular this Welsh women’s team who are inspirational role models for women and girls in Wales, like they have been for me.

“From initial concept, through multiple photoshoots, to design of the new creative we’ve had the pleasure of working closely with the FAW, the Cymru team, and the manager to ensure our creative is representative of them, while still resonating with the campaign’s target audience.

“I’m so pleased with the outcome. A digital-first campaign that will turn heads, grab attention, and inspire throughout this historic journey to the 2025 Euros!”

Football Association of Wales’ Head of Women’s and Girls’ Football, Lowri Roberts said: “One of my favourite elements of this role is getting to work across and develop creative briefs that will help us elevate the women’s game. I’ve loved working with Andco Studio on this project, together, we want to highlight the numerous opportunities there are in the sport for women to play their part in driving social change and creating a more equal game.

“To have Lois, a passionate women’s football fan, who supports our cause and is a really talented young female designer working on this project, has been really special. For all the years women’s football was overlooked or invisible, this brave and bold new creative will ensure everyone in Wales knows who this Cymru team is and what they stand for.”

Cymru’s opening UEFA Women’s Nations League home match against Denmark on Tuesday 26 September will take place at the Cardiff City Stadium (KO 19:15), with tickets available on the FAW ticketing website, faw.cymru/tickets

Andco Studio is a recently launched creative design agency, part of specialist brand implementation and signage company Morgans Consult.