BelfastTrad has long been a cornerstone of traditional Irish arts, fostering community through music, dance, and storytelling since 1991. Despite their deep roots and exceptional reputation, their visual identity had not evolved in decades. With new challenges arising from a growing arts landscape and an overlapping festival creating marketing confusion, they realised the time had come for change. The task was clear: honour their legacy while creating a brand that appealed to a modern audience without alienating their loyal base.
The breakthrough came during a series of design workshops with key stakeholders. Initially hesitant about reimagining their logo, board members gradually embraced the need for transformation. The workshops encouraged introspection, challenging assumptions about their identity and audience. It was through these sessions that the phrase “play, sing, and dance with an open heart” emerged—a mantra that shaped the creative direction and ultimately won over even the most cautious voices on the team.
The new branding captures the essence of BelfastTrad’s mission: fun, inclusivity, and insightfulness. Playful abstract shapes now represent their three main disciplines, while the bold contemporary colour palette adds freshness without sacrificing depth. The logo itself, inspired by the bridge of a violin, subtly conveys warmth, inclusivity, and community. A comprehensive brand guidelines document and digital templates ensured a consistent, modern application across platforms, ready to serve their vibrant audience for years to come.
This project illustrated how a willingness to adapt and explore new perspectives can create something truly lasting. By uniting their rich history with a modern visual language, BelfastTrad now stands as a beacon for both established and emerging generations of traditional arts enthusiasts. Growth, it seems, isn’t just about moving forward—it’s about carrying your story with you.
BelfastTrad’s rebrand is a reminder of the power of thoughtful design to connect communities and tell stories that stand the test of time.
