I was tasked with creating a place branding concept for Cardiff as part of a university project, which initially presented a challenge as the city isn’t widely recognised for one defining identity, unlike New York City’s iconic “I Love NYC” campaign.

To address this, I explored Cardiff’s vibrant and often overlooked music scene and developed the slogan “Capital of Sound”. This concept positioned the city as a hub of musical creativity and culture, and I brought it to life through a series of posters designed to promote and celebrate Cardiff’s dynamic music scene.