Impelo

Brand strategy and identity

Established 40 years ago, Impelo is a charitable organisation bringing the joy of dance to people of all ages and social backgrounds.

The challenge

Previously called Powys Dance, the charity had evaluated their long-term strategy and introduced ambitious plans for growth. They asked us to develop a new brand identity that would align them more closely to their new purpose and give them the tools to manage the brand for the long-term.

Our approach

We created a striking new look that helps to position their brand beyond obvious perceptions of dance and towards one that empowers curiosity, ambition and lifelong learning. The new identity is centred around a disruptive graphic style and tone of voice, allowing them to be more active with their messaging and engage with more people.