Adoption Mid and West Wales launches new brand and website
Regional adoption service unveils fresh identity and online hub to support children, adopters and birth families across Ceredigion, Carmarthenshire, Pembrokeshire and Powys.
Adoption Mid and West Wales has unveiled a fresh visual identity and a new website designed to make its services clearer for families across Ceredigion, Carmarthenshire, Pembrokeshire and Powys.
The regional adoption service, which operates under the National Adoption Service, supports children who cannot remain with their birth families, guiding them towards permanent, loving homes.
Its remit also extends to adopted individuals, adoptive families and birth families, offering assistance at every stage of the adoption journey.
The re‑brand draws on themes of belonging, support and togetherness, aiming to visualise the connections at the heart of adoption.
“Every child deserves the chance to thrive in a loving and stable home,” said Councillor Alun Williams, cabinet member responsible for through‑age wellbeing. “This new visual identity reflects the care, support, and sense of belonging that adoption can bring.”
Here in Ceredigion, we are proud to work with our regional partners to support children, adopters, and families and to help create positive futures through adoption.”
The new logo features interlocking shapes that symbolise the network of relationships that help children flourish, while the colour palette blends warm tones intended to convey safety and optimism.
Four county councils – Ceredigion, Carmarthenshire, Pembrokeshire and Powys – continue to fund and govern the service, reinforcing a collaborative approach that has been central to its success.
Despite the visual overhaul, the service’s core purpose remains unchanged: to provide high‑quality, child‑centred support and to match children with safe, stable families.
The accompanying website replaces an older platform that many users found difficult to navigate, offering a more intuitive layout and mobile‑friendly design.
Visitors can now find step‑by‑step guidance on the adoption process, detailed information on the support available, and clear routes to begin an application.
Resources for birth families include advice on open and closed adoption options, counselling services and post‑adoption support, reflecting the service’s commitment to all parties involved.
Prospective adopters are encouraged to explore a self‑assessment tool that helps them gauge whether they possess the qualities needed to provide a nurturing environment.
The website also hosts a series of video testimonies from families who have completed the adoption process, offering real‑world insight into the emotional and practical aspects of adoption.
Local authorities report a steady rise in enquiries since the service’s launch last year, suggesting that the new branding may be resonating with the community.
Adoption Mid and West Wales stresses that the re‑brand is not a marketing gimmick but a reflection of its evolving role in a changing social landscape.
By making information more accessible and presenting a cohesive visual identity, the service hopes to encourage more people to consider adoption as a viable way to build families.
Stakeholders say the updated look and digital platform will help demystify the process, reduce barriers and ultimately lead to more children finding permanent, loving homes.