We were over the moon when professional ballet company Ballet Cymru asked us to develop a new visual identity for Duets, a Wales-wide project aimed at widening access to dance training for school children living in deprived areas.

Traditionally, training in ballet starts at a pre-school age but Duets aimed to bridge the gap by developing a first class programme focused on discovering the joy of movement in older primary age children.

As well as providing an outlet to engage, the project also facilitated the opportunity to nurture potential new talent that may have been hidden or overlooked.

A bilingual website was created in the new visual identity. Providing a secure portal for practitioners, companies and other partners to upload class resources and participatory material ensured the inspirational work of the DUETS team was available at all times.

View the portal:



For such a bold project, we looked to develop a vibrant colour palette with free-flowing design elements, interspersed with strong photography (created by the talented Sian Trenberth) capturing the sheer joy of movement, friendship and expression.

Participation in dance, most notably ballet within a school environment for boys and girls was low, yet Duets challenged this; Championing not only the immediate physical and mental benefits for youngsters but also the project's ability to identify real talent, providing genuine authentic progression routes where there had previously been none.


attendances in 2021

'We're thrilled with the new brand identity for Duets. The team at Icon captured the project's ambitions through a lively interpretation of movement and colour that resonates with our young dancers as well as our partner organisations and practitioners.'

Louise Prosser, Duets Project Manager