Crewe’s Young people reveal Youth Zone brand name

‘The Dome’ has been revealed as the new name for Crewe’s Youth Zone, after the town’s young people voted on their favourite.

The brand was unveiled at a special celebration at the Lyceum Theatre by the Youth Zone’s Young People’s Development Group (YPDG). The YPDG is a group of local young people who meet weekly with youth workers, developing their skills through tailored experiences. At the unveiling, the young people – who will also be involved in a number of other stages of the Youth Zone’s development ahead of its opening in Spring 2026 – talked guests through their experience of the design and branding process.

Working alongside branding agency Bird, the group developed a number of exciting brand concepts before choosing their top two, ‘The Dome’ and ‘Pod’, and sending them out for a public vote. Local young people from schools and other youth organisations had to make the tough decision, but after a few weeks it was The Dome that came out on top, with 63% of the vote.

The meaning behind The Dome is rooted in the feeling of togetherness. It’s a place where all young people are welcome, and somewhere they can explore their passions in a space that’s just for them. It related to ideas of unity, shelter and elevation where young people can come together, in their own time and try out new activities and experiences.

Guests included local dignitaries, businesses, young people from Crewe, schools and community partners.

After the brand reveal, guests enjoyed refreshments and the Mayor of Cheshire East, councillor Marilyn Houston, and others gave speeches.

Nicola Simpson from Bird agency said:

“We had a brilliant time developing the brand alongside the young people of Crewe. We followed the same steps we would with any large organisation, but what was different was their fresh perspectives and innovative ideas. It brought a unique energy to the process. What came out of it was an identity that truly came from them, something they know will connect with other young people in the area.”

Dante, a member of the Young People’s Development Group, said:

“I was really excited when I learned it was The Dome, because that’s the name I’d been rooting from since I started the branding process. I really enjoyed the branding process, because it gave me an understanding of what branding is and that it’s not just a name.”

Stuart Manifould, The Dome CEO, said:

“I’m so proud of what the YPDG have achieved over these past few weeks. They threw themselves into the branding process with energy and enthusiasm, and all of their bright ideas have led us to this point. The Dome is a great name and what makes it even greater is that it was created by and voted on by the young people of Crewe, giving them ownership of a place that’s being built just for them.”

The Dome will be based on 15 similar OnSide Youth Zones operating across the country and will be filled with energy, inspiration, and highly-skilled youth workers who truly believe in young people. Young people will be able to access over 20 activities every night, ranging from sports such as football, boxing and climbing, to creative arts, music, drama and employability training – all for just £5 annual membership and 50p per visit. OnSide’s construction partners, Caddick Construction, are preparing their team to start at the end of September.

Graham Ramsbottom, The Dome Chair, said:

“I am thrilled to announce the Youth Zone’s official name, which was created and chosen by the young people of Crewe. Today serves as a reminder of the incredible positive impact The Dome will have on Crewe’s young people, creating new opportunities for them to develop skills and build confidence. Having our supporters and the local community here to celebrate with us highlights the far-reaching benefits this project will bring to the area as a whole, and I’m delighted to share this important moment with everyone.”

Councillor Carol Bulman, lead member for children and families at Cheshire East Council, said:

“This is an important step for what will be a fantastic new space in Crewe. Having the town’s young people involved right at the start of this process is absolutely the right way to go and knowing that there will be a purpose-built facility here in 18 months is a very positive feeling. I can’t wait to see it develop!”

The Youth Zone, which will be located on the Oak Street car park site by the roundabout, will be funded by a range of private and public sector contributions including Cheshire East Council and the Government’s Youth Investment Fund and Towns Fund. It is still looking to raise funds to help achieve long-term sustainability, to ensure it can transform young people’s lives for generations to come.

Anyone interested in finding out more about supporting the Youth Zone, should contact Ellen Birchenough on ellen.birchenough@onsideyouthzones.org

The Young People’s Development Group is open for any young person in Crewe to join and anyone interested should email chelsey.roberts@creweyouthzone.org