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WorkGraphic Design

Clout rebrands dance charity as Impelo, expressing the joy of movement

Over 40 years ago, a charity was launched in Wales to bring the joy of dance to people of all ages and social backgrounds.

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Collection of colourful placards with campaign slogans including "Dance Power", "Follow Our Lead", "All Together Now", "Learn to Dance Dance to Learn" and "Impelo" against a bright orange background

Previously called Powys Dance, the organisation recently evaluated its long-term strategy and introduced an ambitious plan for growth. It called upon Clout Branding in Cardiff to develop a new identity that would align more closely to its new purpose and give it the tools it needs to manage the brand in future.

Renaming the charity Impelo, Clout crafted a striking new look, one that helps to position its brand "beyond conventional perceptions of dance participation and towards one that empowers curiosity, ambition and lifelong learning".

Centred around a disruptive graphic style and tone of voice, it aims to allow the charity to be more active with its messaging and engage with more people. A bright and bold brand refresh.

Clout Branding's visual identity system for Impelo dance charity, showing brand guidelines with colourful layouts, typography and imagery across multiple pages
Bright yellow tote bag with magenta text reading "Breakin' Rules" and "Impelo" displayed against a brick wall
Two Impelo branded posters on a purple background: one yellow poster titled "Breakin' Fusion" and one pink poster titled "Flying Atoms", both featuring stylised illustrations of dancers in dynamic poses
Young people wearing Impelo branded t-shirts in red, purple, green and orange smile while making hand gestures together in a bright indoor space
Colourful branded materials for dance charity Impelo, including business cards and flyers featuring bold geometric shapes, vibrant colours and disco ball imagery
Two children holding a colourful orange character figure with outstretched limbs against a purple banner reading "Curiosity, ambition and lifelong learning" and the Impelo logo
Vibrant purple mural with white text reading "Stay curious. Dance." alongside a lime-green planet and white rings with turquoise stars on a textured brick wall
Three posters for Impelo dance charity featuring silhouettes of dancers in purple and grey, with repeated "Impelo" text overlaid
Dancer in blue shirt performing a backbend on a wooden floor surrounded by colourful graphic elements and other participants in the background
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