Following a communications audit of the existing materials, we discovered that their suite of literature and promotional materials lacked coherence, consistency and sense of personality. Our aim was not to redesign their existing corporate identity, but to build on the existing dragon mark and develop a new brand through the creation of a family of materials that in time would become recognisable as a piece of National Assembly for Wales literature whilst engaging people in the democratic process.

A modified typeface was utilised, a palette colours developed, a range of photographic imagery commissioned as well as the creation of an over-arching branding device provided the National Assembly with the key ingredients in which to work with. Cynulliad Sans and Cynulliad Serif was developed in collaboration with type designers, Dalton Maag. A palette of colours was created using a primary and secondary range; the primary reflecting the Welsh landscape and the secondary (vibrant) colours reflecting the spirit and people of Wales. Working with Marcus Ginns, we art directed a range of photography to suit various needs, including architectural images of the Senedd, external and internal reportage images, portraits of both the Llywydd and Chief Executive as well as internal imagery of the staff of Ty Hywel. A flexible 'block' device was also introduced to provide the thread that is sewn through the National Assembly's materials, which has been utilised across items such as the Senedd Visitor guide; an A2 ‘AM/Who represents you?’ poster; design of a sub-brand for the Members’ Research Services department; graphic display stands; the outreach bus and various scrutiny and legislative report covers.