For my self-directed Final Major project, I explored themes of Welsh identity, cultural pride, and the role of national institutions in representing community values. As a Welsh designer, I was drawn to the Welsh Rugby Union (WRU)—a symbol of Welshness that, despite its stature, has been widely criticised for neglecting grassroots rugby and distancing itself from cultural responsibility.

Through extensive research into national identity, sports branding, and community disillusionment, I developed a speculative design project set in the year 2063. In this imagined future, the WRU has become entirely commercialised—abandoning Wales in pursuit of profit, relocating to England, and selling off its identity to corporate sponsors.

The outcome included branded kits, stadium visuals, digital mock-ups, and promotional material saturated with dystopian corporate influence. This provocative campaign serves as a warning and critique—inviting reflection on how national symbols risk becoming detached from the people they claim to represent.