Dan Peterson studied art at the Cardiff School of Print and Cardiff School of Art and Design. He has worked as illustrator and designer for over twenty five years. In 2011 he accompanied the British Army to Helmand Province as an Official War Artist and is the artist behind the first pack of Welsh Political Figures collectible playing cards.

A brief career breakdown [in chronological order from 1986–present]: sign writer – trainee | illustrator – part time | cardiff school of print – ND design and reprographics | in-house – graphic designer / studio manager | territorial army – recruit > staff sergeant| graphic designer – freelance | design agency – studio manager / art director | graphic designer – freelance | design, advertising and marketing agency – art / design director > creative director | design agency – managing director / creative director | cardiff school of art and design – BA Hons illustration 1:First Class Honours | mountain leader | war artist – afghanistan | freelance illustrator
Exhibitions and Publications 1991: Y Belen Iorwerth – book | 1995: Introduction to Medical Electronics – book | 2011: Welsh Political Figures playing cards – publication | Western Mail – editorial feature | 2012: BBC Wales – web feature | Senedd, National Assembly for Wales – exhibition | Senedd, National Assembly for Wales – exhibition | BBC Radio Wales – interview | Western Mail – news article | South Wales Echo – news article | Cardiff School of Art and Design, Cardiff Metropolitan University – visiting speaker | Wales Millennium Centre – art workshops | Cardiff and the Vale College – visiting speaker | Firing Line Museum, Cardiff Castle – Exhibition | ITV Wales, Fishlock’s Wales – interview | Soldiers’ Flowers, Artists in Afghanistan – book | National Army Museum – exhibition | Western Mail – editorial feature | St. Donats Art Centre – Exhibition | Beyond the Border International Storytelling Festival – sketch artist coordinator | BBC One Show – appearance and interview | Howard Gardens Gallery – Exhibition | Cardiff Metropolitan University (Llandaff Campus) – Exhibition | Cowbridge Music Festival – Exhibition | Milkwood Gallery, Cardiff – Exhibition | Firing Line Museum, Cardiff Castle – Exhibition | Firing Line Museum, Cardiff Castle – Big Draw | Best of Welsh Design Award 2012 – Illustration | Firing Line Museum, Cardiff Castle – guest speaker | Army Arts Society Exhibition – Edwin Young Gallery, Salisbury – Exhibition | Futures Gallery, Pierhead Building, Cardiff Bay – Exhibition | ITV Interview | Media Wales, Western Mail, South Wales Echo – features
Visit to see examples of his work

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A new look for Juboraj Cardiff Bay


Juboraj Cardiff Bay needed a new look that placed it within it’s enviable location of Cardiff Bay. Three original digital illustrations were produced of iconic Cardiff Bay buildings, The Wales Millennium Centre, The Pierhead Building and the Big Windsor itself, home of Juboraj Cardiff Bay.



Royal British Legion Gallipoli Exhibition


The Royal British Legion asked for an exhibition to be designed and fitted in their shop front in the centre of Cardiff. The exhibition wad to commemorate the involvement of the South Wales Borderers at the Gallipoli Campaign which had its centenary in 2016. I created the entire exhibition including all the historical research, image research and acquisition and copywriting as well as the design, which included a digital illustration of the campaign map, and installation.

Gorwel Blog Competition


Gorwel ran a blog (essay) competition for secondary and college age students. They needed a poster to appeal to that age group. The competition was well subscribed and the winner had their work published by the News Academy as well as by Gorwel.

Alun Lewis Centenary


Alun Lewis – a Welsh poet born in Cwmaman, near Aberdare in South Wales, was one of, if not the, preeminent poet of the Second World War. 2015 saw the centenary of his birth and a committee was formed to organise commemorative and celebratory events throughout the year. I was part of the committee and worked on the branding for the centenary which consisted of Alun Lewis’ signature along with an original portrait I drew. All the funding requested was not secured, however a large number of events such as an exhibition attended by the Queen during the Presentation of the Colours parade for the Royal Welsh at the Millennium Stadium in Cardiff, talks and exhibition at Aberdare library and talks and presentations at the Hay Festival, Hay on Wye. I also created a mural at the Lewis School in Pengham where Lewis once taught.

Fluid Research Roll-up banner


Another piece of Fluid Research marketing to promote the new brand – highly versatile and portable roll-up banner system. Fluid Research provides resin mixing solutions. For 40 years Fluid Research Ltd have been a leader in the design and manufacture of precision single component dispensing and multi- component metering, mixing and dispensing equipment for liquid and paste resin systems.

Fluid Research Factory Banner


Fluid Research saw a marketing opportunity within their own new factory. A large gangway high up within the factory was crying out for a banner. After generating PhotoShop visuals a design was produced, printed in two parts and fitted. Fluid Research provides resin mixing solutions. For 40 years Fluid Research Ltd have been a leader in the design and manufacture of precision single component dispensing and multi- component metering, mixing and dispensing equipment for liquid and paste resin systems.

Museum Guide and Family Trail


The Firing Line Museum of the Welsh Soldier, based in Cardiff Castle, needed both a museum guidebook and a family trail for the museum. The guide needed to provide basic information and assist people as they made their way around the museum. The family trail would help children find their way around the exhibitions whilst at the same time give them educational material such as colouring in and questions that related to the displays.

Budget restrictions meant that producing two publications would not be possible so the museum guide / family trail attempted to answer both needs using copy and format that would appeal to all age groups as well as containing a number of items, such as the colouring in, to encourage participation from the younger audience. Added to this was the need to work towards a new brand / look for the museum who’s publications had become increasingly fragmented with regard to image and creative approach.

The finished publication contains branding elements that will be transferred across all future work as well as illustrations, including character design, all produced by Petersens Design.

Spec: 16pp A5 – self covered – uncoated 190gsm stock – 4 colour process throughout.
Welsh medium version also produced.



Zipline Creative storyboard



Recently produced a storyboard for Zipline Creative. The work is for a short cinema based advert.


The completed cinema advert: