DesignWorks to Eire identity

Dublin consultancy DesignWorks is working on a brand identity for Ireland.

The consultancy beat 20 other Dublin designers to create the identity. It was commissioned by Bord Fáilte, the Irish tourist board, which is spending 30m on the design and an ad campaign, both to be unveiled in November.

“They initially asked 20 companies to send credentials, then visited ten for informal discussions,” says DesignWorks director Marion Cody. Four were then asked to present “moodboards and a strategic approach. It was not a creative pitch”, says Cody.

Ireland’s current symbol, the shamrock, is “neither discounted nor included” at this stage, she adds.