Capita plcShow all work
Capita plc


Capita runs a joint venture (JV) with three of Wales’ largest local authorities, Bridgend, Merthyr Tydfil and Rhondda Cynon Taf. It offers them a cost effective, efficient solution for vital infrastructure – improving schools, transport, roads and buildings across South Wales – and a way to sidestep lengthy tender processes.

What we did

Proposition development
Brand identity
Responsive bilingual website
Brand collateral
Brand identity guidelines
Tone of voice



Initially branded “Capita Glamorgan JV”, it lacked a distinct identity and voice and was too closely associated with the group brand. They approached us to develop a more relevant brand and identity to reinforce the JVs benefits to their commissioners and other audiences.

joint venture logo design
illustration for joint venture brand of a welsh town
illustration for joint venture brand of construction worker
brochure with illustrative cover for joint venture brand
illustrative business cards


Our idea: a little bird, always near, rural or urban, often unseen but always heard. It knows every inch of its territory from earth to sky, just like the JV. We created a brand idea around a Redstart, a bird that lives in the JV’s valleys and landscapes. The new logotype echoes both the bird and the landscape whilst swooping illustrations depict the benefits of the JV.

photography of team discussing a project on bridge
interior graphics showing train illustration on wall
responsive website design on mobile


The new brand has reinvigorated the JV and instilled a new sense of pride and purpose. It has allowed the organisation to have conversations beyond the JV area and Wales itself, creating new opportunities. Redstart has been universally well-received by the local authorities and the wider Capita team.

They pushed us creatively and led us towards a great narrative and the best outcome, whilst remaining mindful of the brief.

Bernard Galton

Non-Executive Director, Capita plc

joint venture brand tone of voice and brand idea
joint venture brand guidelines
joint venture brand guidelines
joint venture brand guidelines
joint venture brand guidelines