About Badge

We are a creative marketing agency that builds engaging and participatory experiences for brands and organisations.

Our work is playful, curious, challenging and disruptive.

If you’re brave enough we can help your company change the way it connects with audiences on the deepest level. We take inspiration from the stories you have to tell and create tailor made experiences that take your audiences on a journey, placing them at the centre of the story.


So what does that actually mean?

What it means?

We will push your boundaries. What we make could be digital, playful, theatrical or social. In the past we’ve made an epic urban adventure game in the streets of Cardiff, a site specific storytelling app for cycle routes in Wales and an online interactive event for new opera audiences.

We might make something you’d never imagined, from interactive events to digital projects, these experiences can change the perception of your brand and generate long lasting interest and discussion enabling you to engage new followers. Alongside our client work, we create our artistic work that allows us to develop and grow as a company and informs our future projects.

So far we have worked with Welsh National Opera, Sustrans Cymru, National Library of Wales, Sinfonia Cymru, Cardiff University, National Museum of Wales, TaikaBox, Design Commission for Wales, The Welsh Language Commission and National Theatre Wales.

Who we are

Alison is the Creative Producer at yello brick and co-founded the company in 2012.

Over the last few years Alison has produced yello brick’s client based work alongside the company’s self-produced work including our BAFTA Games Commended multiplatform game REVERIE. Alison has a background in theatre and after a period of working in the industry she moved into event management and producing and honed her skills with a variety of companies. She is recognised as one of a cohort of digital producers practicing in Wales by Watershed, National Theatre Wales and Arts Council of Wales.

Julian is the Creative Director at yello brick. Co-founder of the award winning brand strategy company, Hoffi (which he still is a director). Julian regularly talks on branding and brand as experience.

He works across a diverse range of projects from Branding to Digital Experiences to Social Design and Games. He believes that design can be a transformative tool in developing social change. In 2009 he co-founded thinkARK which has subsequently become a social enterprise to increase awareness of social design in
Wales. More recently he has created a series of pervasive games with long time collaborator Alison John, which have gained recognition for their strength of narrative and immersive nature.

Shane Nickels is Creative Grafter at yello brick and works on multiple projects in a variety of different roles. He basically gets stuff done!

Shane has experience in producing work across theatre, live games and experiences.  He has a passion for the creative process, challenging the accepted norm and creating opportunities that ensure the arts is for everybody. Shane thrives in projects with a powerful voice and innovative vision and collaborating with artists and organisations who enjoy doing things differently.  He is a member of Cardiff’s Queer Artist Collective and in the past has collaborated with many companies in Wales including Dirty Protest, August012, National Theatre Wales, Fio, The Other Room, University of Wales Trinity Saint David as well as co-producing BAFTA Cymru winning film Dancing in Circles.


Bobbi is Head of Wellbeing and since joining yello brick in May 2015 Bobbi has been implementing a new regime of meditation and hula hooping exercise classes.

With a degree in Human Wellbeing from the University of Woofhousen in Denmark, Bobbi is a world leading expert in analysing human behaviour and uses this expertise to focus attention by barking, whining and licking co-workers faces. She’s looking forward to meeting you soon!

Introducing yello brick Associates

We have a wide network of artists and practitioners that we work with from time to time who specialise in particular areas, allowing us to deliver specialised elements for our projects. We’d like to introduce you to our extended team of creative associates who we work with on a regular basis.

Hoffi – Technical Associate

Hoffi are yello brick’s preferred creative technology partner and have worked on numerous projects in the past. As well as sharing a director (Julian Sykes), the two companies share an office, known as the Hoffice, in Cardiff Bay. Partnership projects have included I Am Tudor, Celtic Tales and Reverie.

Sara Lewis
Associate Writer

Sara is a bilingual writer and director who is currently working with us on an audio experience called Traces that we are producing for the National Museum of Wales’ heritage site St Fagans. Sara has vast experience as a writer and has written for theatre, film and television. In 2013 she won the Arts and Business Cymru Award for ‘A Breath of Fresh Air/ Bach o Awyr Iach’, which she wrote and directed during her time as Creative Associate at Theatr na nÓg. Sara is also a Creative Practitioner for the Arts Council of Wales Lead Creative Schools Programme which is a creative development programme for Primary and Secondary Schools in Wales.