In 2014 we worked closely with the Football Association of Wales to create a brand for the Welsh national team that would go on to revolutionise the perception of Welsh football. Since ‘Together Stronger’ launched, the FAW has achieved record-breaking attendances, grown digital reach by many hundreds of percent and and engaged its fan base in new, exciting and relevant ways – all of which have enabled the FAW to continue to build positive relationships with its audience. Several years’ later ‘Together Stronger’ has taken on a life of its own (being regularly heard mentioned by commentators, the manager, pundits and players). Other remarkable things have happened such as ‘Together Stronger’ appearing on flags made by fans and the official Welsh team song ‘Together Stronger’ being recorded by The Manic Street Preachers. It is fair to say that ‘Together Stronger’ is now part of the culture of the Welsh team and we are exceptionally proud of that.

Brand origin: It all starts with an idea

The success of ‘Together Stronger’ is due to its authentic connection to the philosophy of Welsh football. ‘Gorau Chwarae Cyd Chwarae’ has appeared on the Welsh shirt for over fifty years, it translates directly as ‘Best Play is Team Play’. We worked with the essence of this motto to find an inspiring positioning that could spearhead the brand and energise everything we did. Pretty quickly we arrived at ‘Together Stronger’. We immediately knew it was right; it was short, it was memorable and it was genuine.

Now, no matter what direction we went in to deliver the look and feel for individual campaigns we knew we had a brand DNA that worked for the team, the fans and The Welsh FA.

Our most recent work supported Wales’ 2018 UEFA EURO Qualifiers campaign where we developed the look and feel further and introduced “The Red Wall” - to represent Wales’ incredible fans.

“The ‘Together Stronger’ brand has been incredibly successful. It has become a galvanising force for Welsh football and has resonated with everyone; players, fans, press, broadcast, partners and the FAW.”

Ian Davis

Head of Commercial and Marketing - FAW