Welsh Government | 20mph Campaign

When the Welsh Government introduced new 20mph speed limits, the message had to reach every community in Wales, and it had to be friendly, clear and instantly recognisable. Kymera Media was brought in through Lynn Global to create the illustrations that gave the campaign its look.

The brief
A nationwide road safety change can feel like a restriction. The campaign needed to show it as something positive: safer streets, calmer neighbourhoods and healthier communities, summed up in the line "20mph. A bit slower, but a whole lot better."

What we did
We illustrated a large library of images in a warm, characterful style, filled with real people: families, dog walkers, children and neighbours sharing the street. The illustrations flexed across the campaign's many formats, so the same friendly world could appear wherever people met the message.

The result
The artwork was rolled out across the whole of Wales, becoming the face of the #ReadyFor20mph campaign for millions of people.