In 2017, 3,165 fans watched Cymru face Kazakhstan at Cardiff City Stadium in a World Cup Qualifier. Hayley Ladd scored the winner, with Jess Fishlock and Sophie Ingle alongside her. Three stars who are still at the heart of the team today.
Fast forward to summer 2025, and Cymru have just made history, competing in their first ever major tournament at UEFA Women’s EURO 2025. They may have exited at the group stage, but football in Wales is right behind them and this moment marks a new era for the women’s game.
Women’s National Team
We’ve worked closely with the FAW to help build the visibility, energy and voice of the women’s national team. From match visuals to campaign storytelling. It’s been a journey of growth, belief and grit, led by a new generation but still anchored by iconic players like Fishlock, Ladd and Ingle. The support is louder, the platform is bigger and this moment is one the whole nation can be proud of.
Huddle
Created to give girls a fun, safe and welcoming entry point into football, Huddle has become a movement all of its own. We curated and brought the brand to life through bold visuals and a tone that celebrates play, confidence and connection. For many girls in Wales, this was where their love of the game began and where it still grows.
Be.Football
Be.Football is a rallying cry for inclusion and representation. A campaign built to empower women and girls across Wales to step into football on their own terms. We worked with the FAW to develop its brand and creative, making sure the message was clear: this is football without limits.
Collaborating with inspiring leaders like Lowri Roberts from Play with Purpose (formerly Head of Women’s Football at the FAW), we’ve blended strategic insight with creative impact. The result? Work that champions real change.
The Welsh journey continues.