A Brand-New, Fierce Approach for the Celtic Dragons

A Brand-New, Fierce Approach for the Celtic Dragons


Wales’ only team in the prestigious Vitality Netball Superleague has undergone a brand refresh, the first of its kind since inception in 2005. Celtic Dragons teamed up with branding and marketing agency DNA to create a new identity, that will begin a time of renaissance for the team as they look ahead to the 2022 season.

During the months of lockdown, players were practicing within the spaces of their homes and gardens, and the Celtic Dragons and DNA teams were working hard consulting with staff and players, creating mood boards and running brainstorms to get the concept and brand spot on.

The new, striking dragon logo and accompanying colour palette is now live on all marketing collateral including the website and will feature on the new team kit when launched later this year.
Chris Bennett, Creative Partner, DNA said: “This was a dream client for us; Sarah and her team were clear in the ambitious direction they wanted to travel in. We knew we needed to create something simple, yet strong enough to stand alone and be recognised as a singular logo.”

Before the design team even got underway, it was important for Chris to fully appreciate how players work together on court, how they all interact off court, and how fans perceive the brand as it is. Chris attended the Vitality Netball Superleague Season Opener back in 2019 and was bowled over by the sheer power, physical strength, and brutal nature of the non-contact sport.

He said: “I had a recollection of netball being played within the school yard as a youngster, but nothing prepared me for the sheer prowess and level of skill demonstrated on that court by the Celtic Dragons. It really was thrilling to watch; I saw a tenacious, fierce and edgy team destined for big things, so the new brand needed to reflect that.”

Sarah Jones, CEO, Wales Netball said: “I couldn’t be prouder of the results. We have a new brand and identity that demonstrates our intent and commitment to our goals. It was the right time to put a marker in the sand, and we embarked on hiring an ambitious coaching team and signing outstanding players who all have the desire to succeed. Furthermore, our official and brilliant kit provider O’Neills have helped us massively to bring the brand to life.

“This rebrand is critical for our future success and the commercial potential, which not only elevates our team, but also women’s sport across Wales too. We want youngsters following our sport to enjoy playing, as well as supporting and cheering for us as we look forward to the 2022 season. The last year has been anything but ordinary, but everyone has come back hungrier and more determined than ever to take Celtic Dragons to the next level, and this is just the start of a very exciting new journey.”
Dannii Titmuss-Morris, Head Coach, Celtic Dragons said: “It’s my first season as head coach and already I have a super talented team and a fresh, new brand. It’s a phenomenal time to join; we’ve been able to create something really exciting by coming together and creating a new era for Celtic Dragons, something that will see us become more competitive and recognised long-term.

“The team and I share the common goal of not wanting to be seen as just making up the numbers in this strong league, we’re here to make our mark and we’re all hungry for the wins. The new brand encapsulates everything that the Celtic Dragons stands for; we’re proud, we’re ready, and we’ll be going into matches with a fresh and fierce mentality to compete harder than ever as a team.”
Celtic Dragons will be announcing its 2022 season signees later this week.