How we helped name Wales’ International Learning Exchange Programme

This article was written back when we were Blue Stag. We’re now Everglow – Read the rebrand story ✨

Wales has got plenty to look forward to in 2022. 

Welsh Government is launching a new International Learning Exchange Programme, creating life-changing opportunities for people to travel, learn and experience new things.

The new £65m scheme will fund people in Wales to study, volunteer and work all over the world, with our international friends coming to visit us in return. 

It will create opportunities to broaden our horizons and discover new ways of life. We’ll take Wales to the world, and bring the world to Wales.

We’re excited to be working with Welsh Government and Cardiff University to develop and launch a brand for the new programme.

One of the programme’s main aims, and an important challenge for the brand, is to encourage people from all sections of society to get involved, especially people who may have felt left out of schemes like this in the past. 

It needs to look and feel like something anyone can be a part of, whatever their background or circumstances. 

We know a brand isn’t defined by its name. Moreso the feelings it invokes, its values and what it represents. But the name still plays a crucial role in setting the tone for the brand and establishing recognition and recall. 

So over the last few months, we’ve been running workshops and speaking to young people all over Wales. They told us they want a name that projects a sense of Welsh identity, evokes feelings of exploration and adventure, and creates a sense of possibility and opportunity. 

Together, we’ve narrowed it down to a shortlist of three candidates, and now we’re asking you to vote for your favourite.

We’re no strangers to naming campaigns (cough, BoatyMcBoatface, cough, cough) and we know that it’s important to have a clear sense of purpose from the start.

The aim of this campaign is to connect young people to the programme, and to set the tone for a brand that represents their vision for Wales and how they want us to be perceived in the world. 

You can view the three options and vote for your favourite on the campaign microsite nametheopportunity.cymru.

The vote will run until 14 January 2022. 

We’re excited to find out what you decide, and can’t wait to get stuck into developing the brand identity for the programme.