Great Glamorgan Way is a network of long-distance routes celebrating the landscapes, heritage and communities of South Wales. Designed to be experienced primarily from a saddle — by bike or on horse — the route connects towns, countryside and coastline, encouraging people to explore the area at a slower, more meaningful pace. From the outset, the ambition was not simply to create a trail, but to establish a clear, recognisable identity that could support navigation, storytelling and long-term promotion.
Candid Creative Studio was responsible for developing the project from the ground up, beginning with naming. The route was given a bilingual name — Great Glamorgan Way / Llwybr Mawr Morgannwg — designed to feel confident, inclusive and rooted in place, working naturally in both English and Welsh. From there, a full brand identity was created, capable of flexing across digital platforms, printed materials and physical environments along the route itself.
This identity was applied across a wide range of outputs, including the design and build of a fully bilingual website, printed route booklets, large-scale interpretation and information panels, and a comprehensive system of waymarker signage positioned along the routes. Each element was designed with clarity, accessibility and audience in mind, ensuring the trail was easy to follow while also telling the wider story of the places it passes through.
The project also extended into content creation and promotion. Candid commissioned and art directed five professional photoshoots from Peter Morgan and illustrations from Matt Joyce to capture the character of the route across different locations and seasons, building a strong visual library to support launch and ongoing promotion. These assets formed the foundation of a coordinated social media campaign, alongside continued social media posting to grow awareness, encourage participation and keep the route active in public consciousness.
Taken together, the work represents a fully joined-up approach to design, promotion and place. The result is a cohesive, durable brand system that supports wayfinding, celebrates local identity and helps audiences connect with the landscape and communities of South Wales in a clear, engaging and accessible way.
