A lot of different views have been expressed about the new Wales / FAW Brand and Badge. Initially I liked the badge but there more I have seen of the complete brand the less I like it. Somehow the brand film felt like it was someone trying to sound like they knew Wales when they didn't. The film is full of cliches and the messaging lacks autheticity. So I tried to find out who did it. Turns out it was a London agency called Bulletproof. I looked at their website. Rarely have I seen so much bullshit. "Our name isn’t a dressing – it’s a belief that all work must have a genesis in impenetrable ideas. Born from restlessness and a frustration with the design agency sea of sameness, we march to the beat of our own drum." What the fuck does "a genesis in impenetrable ideas mean"? To me it means ideas no one understands, Crap like this gives my industry a bad name. There was no need to give this task to a London agency. There are plenty of talented people in Wales who could have done better.