Shwmae Swansea

Shwmae Swansea

Illustration / Print / Sub-brand Identity / Photography / Copywriting / Bilingual Design


To help the army of students heading to Swansea, the Student Recruitment team commissioned Icon to design a student friendly guide to the city. The guide shares some of Swansea's best kept secrets - from nightclubs to budget restaurants to Instagram-worthy scenery and epic sporting events.

Designed as a keepsake, the brochure became a labour of love.

Extensive research informed the writing of the brochure content – written as bite-size snippets of information designed to give the reader a flavour of what the city has to offer. Swansea's picturesque location is documented through stunning photography and uniquely crafted illustrations – bold, flat colour landscapes created to illustrate some of the most iconic scenes. All elements combined to create a pocket size publication with a style all of it's own.


Students call Swansea University home


The Welsh word for "Hi, how’s it going?"


Swansea is Wales' second largest city

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This guide is here to show you around the city that 15,000 students from all over the world call home. Discover the city by day and by night, top tips of where to eat, not to mention the beautiful beaches and incredible scenery right on your doorstep.

“For those diligent students who always read the small print we included handy Welshisms to give them an advantage - sayings such as ‘cwtch’ a cosy word for ‘cuddle’ or ‘shwmae’ the Welsh word for ”Hi, how’s it going?” – everything a new student would need to make them feel right at home.”

A digital version is available at: