Wales – Stori Cymru

Wales

Working for the Welsh Government alongside design agency Smörgåsbord, I was commissioned to develop the Wales brand into the digital space. Developing a strategic digital narrative to plan content that would engage the world with Stori Cymru: Wales’ Story. To highlight the key advancements and forward-thinking attitudes of a nation’s people who are creating new opportunities in the country.

I developed a digital content vision to set a precedent of what could be achieved for Wales.com. Taking stories from site to social. A flexible framework was designed that could later be adapted and used for VisitWales.com, to showcase the best of Wales’ tourism attractions by editorialising rich personal experiences and relationships with the country and providing curated points of interest. I then art directed an external digital agency to guide the vision through production. I also worked alongside an editorial team who were commissioning stories to fulfil both sites with rich, engaging content.