CELF aims to bring the national collection of contemporary art to communities across Wales. We are a partnership network that draws on local interest and stories to foster pathways for engaging with Wales’ art collection.
Our challenge was to create a brand that could bring together galleries, artists, partner organisations and communities around a shared vision for contemporary art in Wales.
Our approach was to create a brand that felt as bold, expressive and distinctive like the art it represented. One that could act as a shared platform for Wales’ contemporary art scene, while giving artists, galleries and audiences a sense of belonging.
We developed a visual identity designed to unite the breadth of Wales’ contemporary art landscape under one recognisable brand. At its heart is an ownable mark that champions contemporary art in Wales, creating a recognisable connection between galleries, artists and audiences, and making the national collection feel more accessible and inviting.
