Category Archives: Welsh Athletics

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.
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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.

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‘it’s the best Annual Report in 50 years’

That’s the verdict from Alan & Brenda (long term members of the Welsh Athletics committee) on our recently published Annual Report for Welsh Athletics.

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Branding the Athletics Development Centre’s of Wales

Another recently completed project saw Black Sheep brand Welsh Athletics’ Athletics Development Centre’s across Wales. Providing a new logo to represent the 3 centre’s as well as advertising collateral for the innovative new athletics programme in Wales.  These Athletics Development Centre’s (ADC’s) will run out of the three indoor facilities in Wales; Deeside, Swansea and Cardiff. The ADC’s will create a hub of athletics activity, offering a weekly athletics programme for 11-15 year olds and also a regional coach/teacher education programme.

Black Sheep is a full-service creative agency, smack dab in the bleating heart of Cardiff Bay – nothing wooly 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.

Welsh Athletics-building on past success

After seven months in development, last Friday night saw the official unveiling of the new Welsh Athletics’ brand, at their annual Awards Dinner and ‘Hall of Fame’ held at the Vale Resort, Hensol.

It’s an identity that builds on past success to shape a new future for athletics in Wales, with a real sense of heritage and national pride.
‘Matt Newman-CEO, Welsh Athletics Ltd.’

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Black Sheep is a full-service creative agency, smack dab in the bleating heart of Cardiff Bay – nothing wooly 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.

The new home of Welsh Athletics

We recently took a guided tour of the Stadium with Matt Newman, Chief Executive of Welsh Athletics. Showing us around their soon to be new home, Cardiff Athletics Stadium.


On your marks


Matt Newman showing Clare Sinkinson the jump pits


Contractors put the finishing touches to the roof

Finishing 1st

Back in February this year, Black Sheep were invited to tender on the re-brand / relaunch of Welsh Athletics Ltd.

Welsh Athletics is recognised by the Sports Council for Wales, the Commonwealth Games Council for Wales & UK:Athletics as the National Governing Body for athletics in Wales, with over 5,000 registered athletes at 70+ registered clubs in Wales.

We set about a tender submission that projected Welsh Athletics as a modern, forward-looking organisation, clear in its vision and underpinned by core values:

Professional, well-organised and building on past success to shape a new future for athletics in Wales. Where opportunities exist for everyone to get involved – all ages and all abilities. A country with a wealth of elite talent that regularly punches above its weight in its contributions to British teams. One that offers first-class athletics venues across the country, providing a premier athletics environment with back-up services including top coaching and sports science to hand. An organisation with a real sense of heritage and national pride.

After a six-way creative pitch to the management team, we got the call from Matt Newman, Chief Executive of Welsh Athletics, congratulating us on the quality of our presentation and that we had been selected as the preferred partner for the task of re-branding Welsh Athletics.

Since that day we’ve been busy, holding focus groups to canvas opinion, making micro adjustments to the concept and have now received a glowing endorsement from the board. So watch this space as the new brand & marketing collateral will be launched in conjunction with the relocation to their new home at Cardiff Athletic Stadium, this summer. Where it will become the new home of Athletics in Wales.