St David’s Academy School

Distilling a wealth of information and papers, we helped guide the brand thinking and develop the visual identity. This culminated in a web presence and collateral as the project enters the crucial, challenging phase of recruitment

Learning evolves through exploration, growth, collaboration, openness and reflection through academic, personal development and human ecology programmes. As a new school in a new facility, SDAS is in the unique position of building, brick by brick, one of the most modern, bespoke and exciting facilities in the world. This feeds into a philosophy of modular learning platforms whereby spiritual, conscious, critical and creative thinking converges with practical and applied discovery to piece together well-rounded, worldly students.

Crucial to the project was reflecting this grounding, whilst building a picture of an independent school – that does not yet exist as a physical space – filled with teachers and children. Comprehensive building blocks were laid that started a semantic exploration through to written language and presentation.

Logo development (above) explored three significant routes; one of spiritual and holistic symbology; another of growth, nature and a flourishing expression; and the final of variants on the reimagining of traditional crest conventions, to build institutional gravitas and establishment. This route also leveraged the Welsh dragon, underpinning a distinct sense of place and pride to the Welsh Academy.

Whilst the school embraces new ways of thinking, teaching, learning and functioning, there is an inescapable level of expectancy of presentation bonded with private schools with ambitions of top-end, world-class pathways. With that in mind, we crafted a modern interpretation on the established, heraldic emblem to strike a balance between the modern and the traditional.

The dragon is an inescapably synonymous emblem of Wales. Accepting there is, perhaps, an internal weariness there is a good reason it fronts both the devolved Government and tourism bureau; internationally there is a recognition and positive acknowledgement for its associated symbology. As a new institution finding its place in the world, the visual strategy helps manufacture standing and a sort of indited heritage.

French illustrator Léonard Dupond was commissioned to create the first of an absorbing collection of illustrations. These are supported by an icon system and a set of four patterns (to echo the school motto—Strive, Serve, Love, Learn) which thread a subtle Celtic texture. A comprehensive brand standards guide and toolkit has been compiled to guide the internal team on handover.