Choreo Lab is an 11-week professional development programme designed for young dancers aged 16 – 21, delivered by The Movement Factory. Focused on nurturing emerging talent through practical skills and industry insight, the programme covers everything from street dance technique and musicality to lighting design and legal essentials for freelance creatives.

We were brought on to support the programme’s visual communications, producing an identity for Choreo Lab, inspired by the dance pattern step sheets of old, a folded A5 information sheet and a suite of social media assets that clearly set out the structure, benefits and opportunities Choreo Lab offers.

The design needed to strike the balance between energetic and organised, engaging and informative. The tone speaks directly to the target age group while maintaining credibility with educators and industry professionals. Graphics and typography were designed to reflect the creativity at the heart of the programme, without overwhelming the key information.

Each visual output aimed to support The Movement Factory’s wider mission, to open doors and equip young people with real world tools, confidence and connections in the dance world. Whether it’s learning foundation techniques, understanding the layers of musicality or navigating self-employment, Choreo Lab gives participants the skills to develop their own voice and the stage to share it on.

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