Luail — Ireland’s National Dance Company

Established in 2024 with funding from Arts Council / An Chomhairle Ealaíon, Luail — Ireland's National Dance Company required a brand identity that would embody its mission to transform dance across the island of Ireland while standing distinct from existing dance organisations.

The design challenge was multifaceted: create a visual language that would resonate with both the dance community and broader audiences, bridge all-island connections, and position dance as an integral part of Ireland’s cultural fabric. The brand needed to reflect Luail’s core values of fearlessness, inventiveness, joy, and attunement, while establishing a unique presence in the international dance landscape.

The brief demanded excellence in craft to match the company’s artistic ambition, with particular emphasis on creating a distinctive visual system that would set Luail apart from other dance organisations.

The project scope encompassed a colourful and flexible visual identity, brand guidelines, digital assets, and communication tools that would enable the Luail team to effectively engage with local and national audiences. The website design needed to support the company’s mission of making dance accessible and celebrated across Ireland while serving as a platform to attract and retain dance artists to live and work on the island.

Through careful consideration of collaboration, connection, diversity, excellence, integrity, and humanity, the resulting identity system needed to build goodwill and create an exciting international proposition, helping Luail realise its vision of making dance known and celebrated by everybody across the island of Ireland.