Sharing the Lens: Co-Creating a New Visual Identity for Icon’s Young People’s Programme
This term, our youth engagement programme is going through a number of changes, one of which is a rebrand. As part of this, our Creative Council and Youth Theatre took part in a co-created photoshoot with professional photographer Manuel Vason.
Manuel worked closely with our Creative Council (youth panel), who help shape how our youth engagement runs, to think about the direction of the shoot and how the group wanted to be represented. From the start, the focus was on creating an identity the young people could share beyond the room something that would strengthen the group itself and build a sense of belonging.
A key part of Manuel’s approach was reshaping the usual power dynamic. Rather than arriving with a fixed idea, he worked with the group to develop the direction together, thinking collectively about the what, the where and the how. The process needed to feel joyful, open and led by the young people themselves.
To begin, Manuel asked the group to come up with values, words and images that inspired them. From this, they created an acronym using the word I.C.O.N:
- Iconic
- Confident
- Original
- Nurturing / Now
The images the group were drawn to were full of light, sparkle, movement and joy. Looking at these, Manuel described the group as feeling like it wanted to have a party, a way of celebrating the birth of the group, and marking this moment in its journey. Confetti cannons, yellow t-shirts, rope and silver foil were brought in to help create that sense of celebration.
The shoot took place in the Tarred Yarn Store at The Historic Dockyard in Chatham, the site where Icon’s offices are based. The space has a strong visual identity, and the care and professionalism of the setup immediately set the tone. Before the cameras started rolling, we began together with drama games led by Chloe, our Community Engagement Practitioner, giving the group time to warm up, relax and connect.
In the space, the process was led by improvisation. We followed the timing and energy of the group rather than forcing anything, listening closely to what was needed in the moment. Breaks were taken when required, and if someone said they were done, that was respected.
The shoot began with the party confetti, movement, connection and laughter. Manuel invited the young people to move how they wanted, and they were encouraged to come and look at the images on the monitor as the shoot progressed. Being located next to the Rope Museum led to the use of rope as a material. The group wrote the word Icon with it and played with it as a symbol of connection.
Light was something the group were clear they wanted to explore. It represented something warm and bright but also allowed for shadows. Young people pointed light towards one another, offering exposure and support. They spoke about wanting to bring the light.
The final images reflect movement, warmth and connection but more importantly, they belong to the young people who created them. They recognise themselves in the work, and that sense of ownership matters.
Check out what happened in the gallery below. The photos the young people co-created with Manuel can be seen across Icon’s website and on social media.
By Bex Milner
Creative Engagement Manager, Icon Theatre
Behind the Scene Photos and Film (c) Martin Collins
