Dave Griffiths is a senior designer specialising in branding and creative strategy, focused on culture-defining work. Currently at Toward Studio, based in Cardiff, Wales.
Selected projects below.
Dave Griffiths is a senior designer specialising in branding and creative strategy, focused on culture-defining work. Currently at Toward Studio, based in Cardiff, Wales.
Selected projects below.
Brains
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Art Direction, Website
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2025
Brains is Wales’ most iconic beer brand, rooted in heritage but focused on the future. I was involved in shaping the next chapter of the Brains brand to help it reach new audiences while staying true to what it’s always been known for — great beer and those who know, know. Through a redesigned website, art direction and photography, the work framed Brains and its products through a modern lens, grounded in authentic stories and places. From loyal locals in historic pubs to the craft and care inside the state-of-the-art brewery, the visuals set the tone for a future-facing Brains, launching across the website and wider brand touchpoints. More to come from Brains. Role Lead Design & Art Direction Credits Agency: Toward Studio Photography: Redbrck
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Brains
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Art Direction, Website
,
2025
Brains is Wales’ most iconic beer brand, rooted in heritage but focused on the future. I was involved in shaping the next chapter of the Brains brand to help it reach new audiences while staying true to what it’s always been known for — great beer and those who know, know. Through a redesigned website, art direction and photography, the work framed Brains and its products through a modern lens, grounded in authentic stories and places. From loyal locals in historic pubs to the craft and care inside the state-of-the-art brewery, the visuals set the tone for a future-facing Brains, launching across the website and wider brand touchpoints. More to come from Brains. Role Lead Design & Art Direction Credits Agency: Toward Studio Photography: Redbrck
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AN_02.MP4
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Onboard
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Brand Identity
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2024
Onboard Sportswear is a custom performance-wear brand specialising in team merchandise for pool, snooker and darts players. I was involved in leading a full rebrand, working closely with the team to sharpen their identity, elevate their presence in the sportswear space and reinforce their mission to help players perform at their peak and 'ignite their game' through a more confident and considered brand. Role Lead Design & Brand Strategy Credits Agency: Toward Studio Photography: Matchroom
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Onboard
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Brand Identity
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2024
Onboard Sportswear is a custom performance-wear brand specialising in team merchandise for pool, snooker and darts players. I was involved in leading a full rebrand, working closely with the team to sharpen their identity, elevate their presence in the sportswear space and reinforce their mission to help players perform at their peak and 'ignite their game' through a more confident and considered brand. Role Lead Design & Brand Strategy Credits Agency: Toward Studio Photography: Matchroom
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AN_02.MP4
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CCFC
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Brand, Campaigns
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2021-23
Cardiff City Football Club (CCFC) is a professional football club with a strong cultural and community following. As part of an ongoing partnership, I was involved in work spanning kit launches, season ticket campaigns, promotions and branded club materials. The focus was on refining and future-proofing the club’s identity through a flexible visual system that could live across every touchpoint. By capturing real fans and players in authentic environments, the work brought genuine emotion to the forefront while positioning CCFC as a modern club that speaks to both new and long-standing supporters. Role Lead Design & Art Direction Credits Agency: Toward Studio Photography: Dan Jones, Will Douglas
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CCFC
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Brand, Campaigns
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2021-23
Cardiff City Football Club (CCFC) is a professional football club with a strong cultural and community following. As part of an ongoing partnership, I was involved in work spanning kit launches, season ticket campaigns, promotions and branded club materials. The focus was on refining and future-proofing the club’s identity through a flexible visual system that could live across every touchpoint. By capturing real fans and players in authentic environments, the work brought genuine emotion to the forefront while positioning CCFC as a modern club that speaks to both new and long-standing supporters. Role Lead Design & Art Direction Credits Agency: Toward Studio Photography: Dan Jones, Will Douglas
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CCFC
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Brand, Campaigns
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2021-23
Cardiff City Football Club (CCFC) is a professional football club with a strong cultural and community following. As part of an ongoing partnership, I was involved in work spanning kit launches, season ticket campaigns, promotions and branded club materials. The focus was on refining and future-proofing the club’s identity through a flexible visual system that could live across every touchpoint. By capturing real fans and players in authentic environments, the work brought genuine emotion to the forefront while positioning CCFC as a modern club that speaks to both new and long-standing supporters. Role Lead Design & Art Direction Credits Agency: Toward Studio Photography: Dan Jones, Will Douglas
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Character
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Brand, Website
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2024
Character.com is the UK’s leading brand for children’s and adult character clothing, nightwear and accessories. After many years of partnership, I was involved in evolving the brand to the next level. Building on the existing strategy, I helped redefine the visual identity to strengthen its position as an online market leader, support a growing retail presence and create a more manageable system for internal teams. Since the rebrand, Character has opened multiple stores across the UK. Role Lead Designer Credits Agency: Toward Studio
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VTR_11.mp4
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Character
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Brand, Website
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2024
Character.com is the UK’s leading brand for children’s and adult character clothing, nightwear and accessories. After many years of partnership, I was involved in evolving the brand to the next level. Building on the existing strategy, I helped redefine the visual identity to strengthen its position as an online market leader, support a growing retail presence and create a more manageable system for internal teams. Since the rebrand, Character has opened multiple stores across the UK. Role Lead Designer Credits Agency: Toward Studio
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VTR_10.mp4
VTR_11.mp4
VTR_11.mp4
Character
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Brand, Website
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2024
Character.com is the UK’s leading brand for children’s and adult character clothing, nightwear and accessories. After many years of partnership, I was involved in evolving the brand to the next level. Building on the existing strategy, I helped redefine the visual identity to strengthen its position as an online market leader, support a growing retail presence and create a more manageable system for internal teams. Since the rebrand, Character has opened multiple stores across the UK. Role Lead Designer Credits Agency: Toward Studio
VTR_01.jpg
VTR_02.mp4
VTR_03.jpg
VTR_04.mp4
VTR_05.jpg
VTR_06.jpg
VTR_07.jpg
VTR_08.jpg
VTR_09.jpg
VTR_10.mp4
VTR_11.mp4
VTR_11.mp4
Huvo
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Brand Identity
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2025
Huvo is a fire and security solutions provider built around safety, people and support. I was involved in rebranding the business from Discount Fire Supplies to better reflect its evolution beyond product supply, repositioning it as a provider of expert guidance, technical support and a customer-first service. The project introduced a new identity and the strapline ‘Fluent in fire & security’ to signal this shift. Role Lead Design & Brand Strategy Credits Agency: Toward Studio
VTR_01.jpg
VTR_02.mp4
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VTR_04.mp4
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VTR_08.jpg
VTR_09.jpg
VTR_10.mp4
VTR_11.mp4
AN_10.JPG
Huvo
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Brand Identity
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2025
Huvo is a fire and security solutions provider built around safety, people and support. I was involved in rebranding the business from Discount Fire Supplies to better reflect its evolution beyond product supply, repositioning it as a provider of expert guidance, technical support and a customer-first service. The project introduced a new identity and the strapline ‘Fluent in fire & security’ to signal this shift. Role Lead Design & Brand Strategy Credits Agency: Toward Studio
VTR_01.jpg
VTR_02.mp4
VTR_03.jpg
VTR_04.mp4
VTR_05.jpg
VTR_06.jpg
VTR_07.jpg
VTR_08.jpg
VTR_09.jpg
VTR_10.mp4
VTR_11.mp4
AN_10.JPG
Huvo
,
Brand Identity
,
2025
Huvo is a fire and security solutions provider built around safety, people and support. I was involved in rebranding the business from Discount Fire Supplies to better reflect its evolution beyond product supply, repositioning it as a provider of expert guidance, technical support and a customer-first service. The project introduced a new identity and the strapline ‘Fluent in fire & security’ to signal this shift. Role Lead Design & Brand Strategy Credits Agency: Toward Studio
VTR_01.jpg
VTR_02.mp4
VTR_03.jpg
VTR_04.mp4
VTR_05.jpg
VTR_06.jpg
VTR_07.jpg
VTR_08.jpg
VTR_09.jpg
VTR_10.mp4
VTR_11.mp4
AN_10.JPG