The UK City of Culture mantle is a highly desired title to gain, bringing with it heavy investment, tourism, culture and the power to regenerate entire cities. Whilst Hull glows in the celebrations of the current award, a nationwide competition to find the host city in 2021 was launched early 2017.
Pembrokeshire County Council wanted a face to their campaign pushing St Davids, the UK’s smallest city, to become the 2021 City of Culture.
The solution explored the cities Celtic heritage, referencing the St Davids Cross pattern, a traditional design centuries old. The contemporary use of the pattern resembles a hashtag - giving the campaign a platform and voice to tell the country and world what St Davids has to offer.