where
it
all
started
meet dafydd the dafad.
Our logo is a sheep. In our homeland of Wales, that's a statement.
The sheep is Wales. It is the animal that built the economy, shaped the uplands, and grazed its way into the national identity. Some also say (depending on who you ask), they are the reason why the hills are bare.
That tension is exactly where Landed operates.
Jodie grew up on a sheep farm. Helen weaves with Welsh wool. The sheep is not ironic. It is not a provocation and an acknowledgement that the story of land is complicated. The same creature can be villain and icon, problem and patrimony, all at once. It speaks to the reality that the people who steward this land hold knowledge and culpability in the same pair of hands.
That reality sits at the heart of everything we do.
helen lucocq
co-founder
Helen is a graphic designer, weaver, and policy maker whose practice spans the visual and the tactile, the conceptual and the handmade. Her work as a designer is inseparable from her work as a maker, both rooted in a deep literacy of materials, place and what it means to render something beautiful that speaks of cultural heritage.
That sensibility has proved well suited to the most urgent questions in land and sustainability policy. Helen was the first person to introduce the concept of Doughnut Economics into a UK National Park, an act of intellectual pioneering that reframed how an entire institution thought about prosperity, growth and the land it existed to protect. The Welsh Government recognised the breadth of her contribution by naming her one of its Future Generations Changemakers.
Beneath the creative practice sits the rigour of a chartered planner; someone who has spent years understanding exactly how land use decisions get made, and by whom. It is a combination that makes her unusually difficult to dismiss.
She weaves with Welsh wool; the same practice, in a different medium. The patient work of holding competing threads together until something coherent, and lasting, emerges.
jodie bond
co-founder
Jodie is a writer, journalist, and environmental communicator. Her journalism has appeared in publications including the Guardian, the BBC, National Geographic and Vogue. Her debut novel wove Welsh mythology and mining history into something that Wales Arts Review called "a rousing epic about political struggle, injustice, and rebellion, with a distinctly Welsh bedrock." She believes words are the most precise tool we have for helping people transform the places they love.
She has written and produced award-winning radio scripts, developed an immersive time machine experience recognised by the Future Generations Commissioner as one of the defining creative projects of the last decade, and led an international rebrand for Bannau Brycheiniog National Park that the Guardian called "genius marketing." She has delivered training in climate and nature storytelling for the National Trust and BBC Writersroom, and has spoken at the BBC Climate Creatives Conference, Hay Festival, and Earth Summit.
She is an experienced facilitator, drawn to introspective work developed through her collaboration with Cwmffrwdd Farm. She creates the conditions in which people - farmers, policymakers, young river advocates, community members who have never before been asked - find the language for what they already know.
Three CIPR PRide Awards, two Comms2.0 UnAwards, a STAR Engagement Award, and a World Brand Design Award attest to the quality of the work. The hill farm she grew up on explains why it matters.