Category Archives: The brands we've built

Brands from the pen

From the Arts Council of Wales through to Tredegar House, Newport. Click on the image above to be magically transported to Issuu where you can see some of the brands we’ve created over the last 12 years.


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.

Case Study – The Arts Council of Wales

Way back in 2002, The Arts Council of Wales assigned Black Sheep to redesign their web site and develop an all Wales Arts Database, as well as rebrand the organisation across all media, from logo to letterhead, business cards, brand guidelines and annual publications.

Before we embarked on any creative work, it was important that Black Sheep defined exactly what it was The Arts Council stood for, why it exists and what it’s intent is in the market. To do this focus groups were held with staff and artists to find out stakeholder opinion on some of the issues mentioned above. We found that ACW is essentially a supporting organisation, working in partnership with the arts in order to support creativity in the areas it needs it most- geographically, socially and in certain areas of the arts either under developed or in most need of guidance and finance.

The resultant Corporate Concept, i.e. the reason the Arts Council exists was ‘Supporting Creativity’. This is The Arts Council’s prime function, to support and nurture creativity, so that it is expressed to it’s fullest. Research and interpretation also showed that the Arts Council work in partnership with artists and arts organisations throughout Wales.

The very simple Celtic knot in the identity made up of two circles representing the Arts Council and artists in partnership. Also the Celtic knot subtly depicts the origins of the organisation, rather than something too obvious and cliched like a dragon, the knot was used for a reason, to graphically, along with the Concept, express the true intent and essence of The Arts Council.

The new logo and resultant identity were then rolled out across all media, including the website which was completely redesigned and restructured, brand guidelines were devised so that any application of the ACW logo was consistent and not damaging to the brand in any way. The new identity was then rolled out through letterheads, business cards, exhibition banner stands, the Urdd, corporate literature including a 5 Year Arts Development Strategy launched at the National Assembly and the Annual Report, a flagship publication highly acclaimed in the arts world.

Within this case study you can see how we have achieved a consistent and strong brand through all media by adhering to the brand guidelines, this includes exhibition stands, Annual Reports, Supporting Creativity – the 5 Year Arts Development Strategy and other supporting literature.

Above: ACW’s 1st conference identity

Above: Promoting Art in Newport

Above: A5 facts & figures booklet

Above: A5 facts & figures booklet: spread detail

Above: ACW Annual Report 02/03

Above: ACW Annual Report 02/03, spread

ACW Annual Report 02/03, financials

ACW Annual Report 01/02, cover

Above: ACW Annual Report 01/02, spread

Above: ACWs quarterly magazine ‘Crefft’

Above: ACWs quarterly magazine ‘Crefft’, spread

Above: ACWs quarterly magazine ‘Crefft’, cover detail

Above: ACW Annual Report 03/04, cover detail

Above: ACW Annual Report 02/03, throw-out

Above: ACW Annual Report 03/04, spread

Above: ACW Annual Report 03/04, spread

Above: ACW Annual Report 03/04, spread

Black Sheep get their first mention in Design Week

Its taken 12 years and finally, we get a mention in this weeks edition of Design Week, for our rebranding of Welsh Athletics who have relaunched their website.

Here’s the transcript, taken from the Design Week website.
Welsh Athletics will unveil a new website designed by Precedent this week in an attempt to make the organisation appear more inclusive and inspire involvement from schools, coaches and professional athletes. The consultancy was tasked with ’echoing the reform and modernisation’ of Welsh Athletics and demonstrating the organisation’s development objectives.

Welsh Athletics is the official governing body for athletes in Wales, with 6000 registered athletes and 70 associated clubs. It aims to ’inspire the young’, attract support and develop grassroots athletics through a strong club network. The ’real-life hopes and dreams of all aspiring and practising athletes’ will be uploaded through social media feeds, to ’emphasise their ongoing involvement in the community’, says Jo Goodwin, Precedent’s lead consultant on the project.

’Welsh Athletics has already got a fantastic Flickr page, so we brought that through to the home page,’ adds Goodwin, who says that YouTube and RSS feeds will drive traffic to the site and make the most of existing content. Clutter was a problem on the old site, says Goodwin, but the new site aims to present a ’crisp, clean and professional’ look, using a navigation banner on the home page to organise content.

Welsh Athletics aims to use the site to ’maximise opportunity’ ahead of the 2012 Olympic and 2014 Commonwealth Games. The site is expected to launch on 13 April. Precedent’s work draws on a new Welsh Athletics identity, which was designed by Welsh consultancy Black sheep and launched in September 2008.

This design replaced a traditional Welsh ’three feathers’ marque with a symbol developing the feathers into ’the three lanes of a track or the steps of a podium’, says Black Sheep creative director Neil Asher. ’We wanted to show patriotism, pride and heritage with a modern slant,’ says Asher, whose consultancy lost out to Precedent in the website pitch.

A spokesperson for Welsh Athletics confirms that Cardiff-based Sugar, Hampshire based Pixel Scene and Northamptonshire-based Nemisys were also involved in the pitch.

Be comfortable, sleep warm

Be comfortable, sleep warm is the brand concept that Black Sheep delivered to Beacons Products, specifically devised for their Multimat® product range whilst undertaking a brand audit and re-positioning of the product line. A concept that came to light after account director & co-owner Jack Bland, accompanied Beacons Products MD, Adrian Stammers to Advance Camp, Everest in the Himalayas.

Jack and Adrian on their way to Road Head Camp, Mount Everest. Going the extra mile (8848m above sea level) up to understand our clients business, is what we do best.

The Multimat product brand audit, naturally led on to the creation of a new identity.   

Which has since seen Black Sheep have working in partnership with the Beacons team over the last few years, updating its packaging, product literature, website and trade press advertising in order to maintain their position of as one of leading brand names for sleeping systems in the outdoor market.
Underneath are some example of the work carried out over the past few years.

Above: Multimat® Website

Above: 2007 Multimat® product range catalogue

Above: 2008 Multimat® product range catalogue

Above: 2008 Multimat® product range catalogue

Above: 2009 Multimat® product range catalogue

Above: 2010 Multimat® product range catalogue

Above: 2010 Multimat® product range catalogue

Above: Trade Press Advertising

Above: Trade Press Advertising

Above: Trade Press Advertising

Above: Trade Press Advertising

Above: Exhibition stand

Above: Product Packaging / Labeling

10 years of support

Since 1999 Black Sheep have delivered Bafta Cymru’s visual communications for their prestigious Annual Awards ceremony, which celebrates the best in Film, Television and New Media in Wales. Which usually comprises of 5 sets of invitations, event programmes, menus, photographic backdrops and exhibition materials.

Above: Bafta Cymru 2009 Awards Programme Cover

Above: Bafta Cymru 2008 Awards Programme Cover

Above: Bafta Cymru 2007 Awards Programme Cover

Above: Bafta Cymru 2005 Awards Programme Cover

Above: Bafta Cymru 2004 Awards Programme Cover

Above: Bafta Cymru 2003 Awards Programme Cover

Above: Bafta Cymru 2002 Awards Programme Cover

Above: Bafta Cymru 2001 Awards Programme Cover

Above: Bafta Cymru 1999 & 2000 Awards Programme Covers

Managing the Barratt Brand

Black Sheep spent three years managing all the advertising and design requirements for Barratt Homes in Wales, undertaking the regions implementation of a national re-brand. Our brief was to differentiate Barratt developments from the competitors in a saturated property market.

Above: development ‘Welcome to’ leaflets

Above: development ‘Site Plan’ leaflets

Above: development 48 sheet posters

This involved the design and copywriting for individual press advertisements for over 20 developments ensuring consistent, expressive, effective brand communication throughout. This was supported by a comprehensive suite of promotional materials.

The service level agreement in place required the production of a minimum 20 press adverts per week. Our service included design, artwork, copywriting, proofing, media planning and insertion into the publications within four working days.

Here’s how a typical week’s campaign would run:
Monday – We attended weekly strategy meetings every Monday afternoon to agree advertising requirements for the coming week.

Tuesday – Black Sheep prepares a contact report outlining the requirements, specifications, special offers, discounts etc. This is presented no later than 12 noon on Tuesday for approval that afternoon. Media space is booked.

Wednesday – Black Sheep proofs artwork internally before first pdf proofs are supplied to the client by 5pm.

Thursday – Client advises of changes/amends by 12 noon. Amended proofs are returned to client that afternoon.

Friday – Client approves artwork on Friday morning. Black Sheep outputs final artwork and supplies to various publications within their individual copy deadlines.

The campaign did not stop for Bank Holidays! We simply condensed the whole process into three days instead of the usual four.


Directives from Barratt’s Head Office often meant the campaign’s focus was changed entirely on Thursday mornings from what had been agreed in Tuesday’s contact report. However, media deadlines cannot be moved so we re-allocated resources accordingly.

Above & Below: Special offer press insert leaflets

Campaign results (‘06-‘07)
Sales increased by 16%
(an additional £14,240,000 million worth of property)

‘The turnaround time for this is very short and Black Sheep have never let us down.’
Sandra Dixon, Sales and Marketing Director
Barratt Homes South Wales

Other work undertaken includes:
Development branding

Below: Marketing & Showroom Suite design

Above: development ‘Welcome to’ leaflets

Above: Display panels

Above: large format graphic panels

Above: House type brochures

Below: large format outdoor signage