Category Archives: Design by Black Sheep

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End of Part One

In November 1998, Jack & I opened Black Sheep with one goal in mind, ‘to become the No.1 agency of choice in Wales’. Since that day, we’ve built a reputation for great creative work and a client service that’s second to none. We’ve done this by providing strategic and creative thinking across all media, building strong and consistent brands for clients in the public and private sectors from our pen in Cardiff Bay, Wales UK.

Becoming the agency of choice was always was a big ask, we know. But an idea that’s stayed with us, having spent the last 12 years driving towards that dream, through good times and bad.

It’s been a roller coaster ride that’s seen the agency grow to 19 staff at our peak with a turnover of 1.3 million. However, our passion and commitment to achieving this shared vision has never faltered, even when the odds were stacked against us. Especially in recent times where economic pressures have taken their toll on our clients and subsequently us.

So we’ve come to the end of our 12 year apprenticeship in Wales’ creative sector and are looking forward to the next twelve years with a renewed sense of focus and direction.

This post is dedicated to the people who made Black Sheep, the agency what it was and still wants to be. A celebration of who did what and when. Their contribution to the agency, large & small, helped make it exciting, creatively stimulating and a pleasure to have worked along side (most of them anyway). Seeing how most of them have developed and moved on to new challenges has been a real thrill for us and we wish them every success in their future careers.


The mix of staff from 1998 through to November 2010 changed as the needs of the business changed. Here you can see when each member of the flock played their part in Black Sheep.

Staff in order of service and where they are now (if known):
Neil Asher_Creative Director
Jack Bland_Account Director
Dion Hester_Graphic Design Intern
Dan Clemo_Graphic Designer — Senior
Joanna Cook Abbott_Graphic Designer
Lee Griffith_Graphic Designer (UWIC PDR)
Chris Coles_Consultant — Chairman
James Osgood_Account Director (Peter’s Pies)
Jason Veal_New Media & Interactive Developer
Ruth Tuttsel_Finance Manger
Marc Jennings_Junior Designer (The Undercard)
Clare Scott (was Sinkinson)_Graphic Designer — Senior
Graham Hutchings_New Media & Interactive Developer (Atticus)
Gareth Wall_Graphic Designer — Senior
Katherine Formosa Bown_Account Executive
Rebbeca Holliday_Finance Manager
Jane Barker_Studio & Production Manager (Westdale)
Tom Tribe_Graphic Design & Interactive_work experience
Robert Cozens_Managing Director (RCA Marketing)
Nicola Osgood (was Northway)_Account Manager
Tom Dixon_Graphic Design Intern
Amanda Hopkins Maclellan_Finance
Aled Jones_Graphic Designer (Notjones)
Anne Scourfield_Graphic Design Intern (Teaching)
Catrin Lewis_Graphic Designer (Neat Supreme)
Darren Scammell_Sales Director
Gavin Richards_Graphic Designer (Horizon)
Jon Paul James_Graphic Designer
Darren Jamieson_Web Developer
Gareth Acreman_Studio & Production Manager
Terry Evans_Artworker
Claire Siggery_Graphic Design Intern
Kevin Poole_Account Executive
Emily Scott_Account Executive
Kate Achterlonie (Deceased)_Junior Account Executive
Alice Child Dabiri_Account Executive
Alexis West_Graphic Designer (The Swinging SeeSaw)
Pam Toye_Finance Manager
Kim Manson_Junior Account Executive
Steve Leard_Junior Designer – Middleweight (StazikerJones)
Ana Rita Cruz_Graphic Design Intern (SpinDogs)
Gemma Roberts_Graphic Design Intern


Sustrans and Black Sheep help Welsh hospital staff, walk and cycle to work

Sustrans, the UK’s leading sustainable transport charity, asked Black Sheep to produce a set of maps to help Welsh hospital staff to walk or cycle to work. After many months of route planning, we set about producing 5 maps (For Ysbyty Bangor, Breconshire War Memorial Hospital, Prince Phillip Hospital Llanelli, Morriston Hospital Swansea and the Royal Gwent in Newport) which plot your walking and cycling route, enabling you to see how long the journey will take on foot or by bike, and it will tell you how far it is, too.

Above: walking map details

Above: Bangor Hospital walking & cycling map.

Above: walking map details

Above: cycling ride time, map detail


Above: Prince Phillip Hospital walking & cycling map.

Above: map key

We Build Brands


Check out Black Sheep’s online portfolio on Issuu, by clicking on the image above.

Enjoy Walking – keep walking

Every day thousands of people across Wales are benefiting from regular walks.

Recently Let’s Walk, a new Wales wide initiative developed in partnership with Sport Wales, the Welsh Assembly Government and the Countryside Council for Wales asked Black Sheep to produce an information pack aimed at people who lead/want to or co-ordinate a walking group. This pack offers a series of fact sheets based on the experience of co-ordinators of successful walking groups – the sort of challenges they faced, good ideas that helped them, the information they had to go and find for themselves.

Above: Oversized A4 Folder with 10mm capacity

Above: 6 A4, 8 page & 12 page fact sheets


These bilingually produced fact sheets, act as a signpost to useful information, both local and national.
Their aim: ‘Enjoy walking – keep walking’.

Tenovus ‘Tackle it!’ with Welsh football legend John Hartson

Tenovus, Wales’ leading cancer charity recently asked Black Sheep to name and brand their forthcoming awareness campaign about testicular cancer, targeted at Welsh men aged 25-60.

Our thinking: ‘Well, we all know that ‘Tackle’ has long since been used as a slang term for the male testes. We decided put it to good use with a positive call-to-action, that encourages men to cast off their inhibitions or embarrassment and check themselves out!’

This June, Tenovus’ aim is to get Welsh men to ‘know themselves and recognise that, if the symptoms they’re experiencing aren’t their norm, then they need to Tackle it! with a visit to their GP, as men in Wales are needlessly dying from embarrassment.

Fronted by Welsh football legend, John Hartson, who was diagnosed with testicular cancer in 2009 and has since recovered, the campaign will kick off with events taking place during June 2010.

The campaign will also take on new ground for Tenovus, by utilising social networking sites like Facebook & Twitter. Which will hopefully be a more efficient way of virally spreading the word in a very cost effect way for the charity, where interested individuals will spread the word from friend to friend via referral.

Fans & followers will then get specific campaign information, share experiences and keep up-to-date with the events and fund raising opportunities, be able to upload photo’s of fund raising events & activities. Hold discussions about treatment and experiences.

It’s early days yet, but you can be sure there’ll be more to follow in the coming weeks.

Ignorance isn’t bliss!

Show your support by following the ‘Tackle it!’ campaign on Twitter and join the Facebook group to find out more about how we can Tackle it! together.