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Dance charity rebrands as Impelo following independence from local government

15 May 2019 News

Welsh dance charity, Powys Dance, has rebranded as Impelo to reflect its new identity since separating from local government.

The charity, which was a Powys County Council department for some 40 years before becoming an independent organisation in 2015, has changed its name, logo and website.

A spokesperson for the charity said that they wanted to cement this new identity as they had struggled to communicate this change to the community.

They said the charity, which has an income of £195,000 and is governed by 10 trustees, hoped to “shed the last vestiges of the local authority” association.

The name Impelo is derived from the Latin word ‘impello’, meaning to urge or drive forward. The charity said that this name was chosen as it reflects its approach.

The rebrand was overseen by branding agency, Clout Branding. It involved consultations with its beneficiaries and people in the community. It took nine months to complete and cost £10,000, partly funded from Arts Council Wales and the rest by the charity.

A statement on the charity’s website added: “We are excited about what the future will bring for Impelo as we explore the brand further and create a unique and enterprising organisation that has its community, participants, stakeholders, practitioners and supporters at its heart.”


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