Created for Visit Wales, this campaign set out to build a renewed visual identity for the country —one that places its dramatic coastline, coastal culture, and adventure spirit at the heart of its voice.

Featuring world champion kitesurfer Kirsty Jones and extreme endurance athlete Richard Parks, the project crafted a series of intimate, poetic images that read like visual journals of Wales’ seascapes.

The goal was to present Wales as a 21st century coastal destination for explorers and adventurers, challenging traditional perceptions with emotion-driven storytelling that inspires, moves, and reconnects viewers with the natural world.