Cardiff & Co, a new organisation set up to market the Welsh capital, has tasked Golley Slater to develop Cardiff as a brand.

The agency, which has an office in Cardiff, beat off other rivals from the city and London – where it moved its base in February, to secure the brief and its £70,000 budget.

Nicola Poultney, Cardiff & Co managing director, said: “We have appointed Golley Slater to work with partner organisations in Cardiff to ensure we get buy-in for a brand which will act as a promotional umbrella for the city.

“We now need to develop the tools that will bring the brand to life, such as a type font, a dedicated range of colours, photography to represent the city brand, and the tone of language to be used in written communication. The brand development work will also incorporate a logo to represent the city.”

Mike Leeson, managing director of Golley Slater’s advertising division, added: “We want to create something which captures all the city’s aspects and bring them together in a memorable form.”