Guto is an experienced art director with a long and distinguished track record across a wide range of industry sectors. Following a 1st class BA honors in Design and Communication, he went on to work for a number of established design agencies in Cardiff and London, working on high profile projects such as the rebranding of the BBC’s national radio stations, before going on to establish his own business.Guto specialises in naming and brand identity, and has a specific experience and expertise working bilingually. He has built a reputation for creating captivating images, powerful messages and successful graphic communications that deliver impressive results for a variety of clients. He manages the design team who are multi-disciplined, flexible and able to adapt to the different needs of projects. He has a deep understanding of the cultural landscape of Wales in a national and international context.With overall responsibility for the creative output of Elfen, Guto has spearheaded the design team to international awards and inclusion in international publications. Elfen have established an enviable portfolio that includes some of Wales's most prestigious projects such as the branding of National Theatre Wales, the branding of the Welsh Language Commissioner of Wales and Cardiff Contemporary to name just a few. Guto’s expertise lies in brand identity development, he helps client by aligning their business strategies with their visual identities. He also manages the process of delivering components of a brand identity toolkit. He manages face to face meetings with the clients, using his experience of receiving a brief, transferring it to the creative studio and inspiring the creative process. Guto has 30 years’ experience working with clients such as the BBC, Aviva, Welsh Government and Arts Council Wales.Guto is also a consultant, providing business advice and strategic insights. Recently, he has worked with Ontrack, Virgin Music, and AWAL."As a professional, I believe in exploring the world around me. To accomplish this, I constantly analyse information, ask probing questions, and remain passionate about finding solutions. I prioritise understanding the logic behind arguments and ensure that all relevant facts are established before making a decision.In order to drive success, I take action and provide direction to my team. I am ambitious for myself, my team, my clients, and take pride in delivering outstanding results. Even in the face of difficult challenges, I persevere and make things happen."