Audit Wales

Wales Audit Office becomes Audit Wales

When the (then) Wales Audit Office came to us with a new mission in mind, they were looking for help getting out there internally and externally. They wanted to be a recognised brand that would clearly and passionately express their values; a brand that would be respected and trusted.

We worked closely with the Audit Wales comms team to create a new persona that embodied their spirit through and through. This began with a period of extensive planning and internal and external research which included several work streams:


–  we reviewed their current communications and their employee and consumer satisfaction scores.

–  we hosted staff identity workshops to gain insight into their organisational culture, personality and ethos.

–  we explored the organisation’s values: independence, integrity, future-focus, collaboration and fairness.


–  we ran questions on the Wales National Omnibus Survey to measure public brand awareness.

–  we interviewed key stakeholders to understand how the brand is perceived externally.

We used the insight gathered to inform our proposed brand strategy, which was aligned with the newly appointed Auditor General’s vision and the organisation’s ultimate mission and purpose – ‘to assure, explain and inspire’. Their purpose became the brand narrative and the springboard for their new name, ‘Audit Wales’.


The brand strategy then fed into the conceptualisation and development of the brand. We initially developed 3 concepts that were narrowed to one preferred option, which was tested and validated with internal staff and senior teams. Following feedback, we made final tweaks to the selected concept which was then, finally approved by the Board of Directors.

The new brand identity was not only created to improve reputation and increase engagement, but also for the purpose of improving consistency and efficiency for all products and services, being fully compliant with Welsh language guidelines.

The result was a logo and identity that reflected Audit Wales’ vision and personality. We created a unique logomark which symbolised their purpose and mission to assure, explain and inspire.

We worked with the Audit Wales communications team to develop a bilingual logo, identity and brand guidelines, which enabled a smooth transition to a brand in action – in printed materials, audit reports, signage, website and social media. We went further and developed an inspirational and accessible brand film which brought the key brand criteria to life, suitable for employee induction and external audiences. Visit the website:

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