limegreentangerine helps Wales dance to a new tune

Wales' national dance company has employed the services of leading design agency limegreentangerine after taking the major decision to change their name after over 25 years.

Formerly Diversions, the company has worked hard to build up an international reputation and has now chosen to re-name themselves National Dance Company Wales (NDCW) in recognition of this status.

Cardiff agency limegreentangerine was responsible for producing the rebrand, accompanying material and identity, which was unveiled at a grand launch in front of Assembly Ministers.

The re-naming ceremony took place at the Senedd in Cardiff Bay and was sponsored by Presiding Officer of the National Assembly for Wales, Lord Dafydd Elis-Thomas, a long-time supporter of dance.

Ann Sholem, the Artistic director of NDCW, says: “We wanted the launch of our new name to be high impact and exciting. It was important that we demonstrated how proud we are to represent Wales both at home and internationally. As one of Wales’ leading design agencies limegreentangerine was the natural choice when it came to such an important juncture for our company.”

Having led the design, senior designer of limegreentangerine Alex Down said: “NDCW is an award winning, international dance company. The design needed to reflect this and support their identity both nationally and internationally.’

The companies worked together closely creating material to support the change and are now developing various national and international tour and promotional literature. National Dance Company Wales is a resident company at the Wales Millennium Centre which performs work from established international choreographers and tours throughout the UK and abroad.

limegreentangerine is the design division of the freshbaked group which comprises of freshbaked Training, freshbaked Business, freshbaked Corporate, freshbaked Communications and freshbaked PR.