‘PEAK’ is the new name for Crickhowell-based arts organisation Arts Alive Wales.
The educational charity, which this year celebrates its 30th anniversary, has decided on a new name and look that will help promote the organisation and its work to a wider audience.
The name Peak has already been in use by the charity for its visual arts programme for the last four years, gaining recognition for exciting artist-led projects in collaboration with Canal & Rivers Trust, Green Man Festival, Brecon Beacons National Park and Abergavenny Food Festival amongst others.
Now the organisation is looking to the future with its new identity.
Of the name change whicgh came in on January 1, creative director Rebecca Spooner said: “Peak seemed a natural choice for our new name.
“It is short and memorable, and connects to our unique rural location as well as pointing to the ambition of our work with communities and professional artists.”
The name change to Peak comes at a time of exciting growth for the organisation, which is now a member of Arts Portfolio Wales, one of 67 arts organisations that receive investment from Arts Council of Wales. Major UK funders, including BBC Children in Need and the Health Lottery, are also supporting its arts projects for children and young people in the region.
While Peak’s 2018 programme reflects change and innovation, with digital technology playing an increasing role, Peak continues to provide the creative experiences that have been central to its success since 1988 and the organisation’s ethos remains the same.
Chief executive Justine Wheatley said: “Participation in the arts is at the heart of everything we do, creating opportunities for those with least access, especially for children and young people of all abilities and backgrounds.”
Peak’s Spring programme is out now, launching the new name as well as a 2018 fundraising appeal to ensure that the charity can reach more children and young people. The new website www.peak.cymru will go live on February 1.