black sheep was a Cardiff based creative agency, specialising in advertising & design for the printed world. Nothing wooly about that!

8 years & 24 million+ pieces of print later


With 100 heritage attractions in its care, Cadw is Wales’ counterpart to English Heritage and Historic Scotland. Its remit is to conserve, protect and promote the nation’s built heritage. Black Sheep have provided a comprehensive marketing support service to Cadw since 2001.

When we won the account, the existing brand communications were tired, outdated and ineffective. The brand required a dramatic refresh to re-engage with existing audiences whilst broadening its appeal to those yet to experience Cadw’s attractions.

Our core brief is to generate footfall to Cadw’s sites. We ensure Cadw communicates effectively with both its general public and trade audiences.

Traditional target markets include ABC1 empty nesters or families with children aged 7-12, usually tourists (domestic and international). We have worked hard to build on existing audiences to reach new potential visitors in line with Cadw’s widening access programme. This includes targeting local communities and other under-represented groups such as C2DEs and black and minority ethnic groups, as well as encouraging repeat visits. An ongoing programme of consumer research and focus groups ensures that we continue to identify and build relationships between new audiences and the Cadw brand.

Imagery is key.
Cadw already held an extensive library of photographs depicting sites in their landscapes. These are stunning images but lack a vital human element that allows the viewer to imagine themselves there. We expanded the library to include images showing real visitors (ordinary people) not posed, but engaging with the site. This delivers the brand promise of an inspirational day out with family and friends.

Membership Literature

Copy is also vital.
We moved away from historical textbook style prose to adopt a more widely accessible conversational approach. Using short-sharp sentences and avoiding jargon we are able to deliver educational content in an intriguing and stimulating way.

1/3 A4 site specific covers

7 page 1/3 A4 site specific leaflet

1/3 A4 site specific covers

Visual coherence is critical.
Cadw’s ‘product’ presents a particular challenge. There are 31 staffed attractions and over 70 smaller unstaffed monuments to represent each dating from a different period with its own unique story to tell. We created a brand system that allowed each of the sites to express its individual personalities whilst remaining undeniably part of the whole. Careful implementation is key to the brand’s success.

Black Sheep is a creative agency, smack dab in the bleating heart of Cardiff Bay – nothing woolly about that!
Providing strategic and creative thinking: Advertising Campaigns, Branding & Logo Design, Direct-Marketing, Brochures & Graphic Design through to Print Buying to clients in Cardiff, South Wales.