The Crafts Council of Ireland is set to develop a fresh brand image for Irish crafts, as well as reposition the organisation in the marketplace.
Following a four-way tender, the CCoI has appointed Dublin strategic management consultancy Genesis to carry out the project, which could include recommendations to update its visual identity.
According to the tender requirements, Irish craft will need a strong and ‘healthy’ brand that consumers will positively engage with, if it is to compete successfully in the global market.
Genesis has been tasked with making an audit to assess the current status of the organisation and propose ways to improve the industry’s image and positioning.
‘We have never formally branded,’ says Nicola Doran, mainstream programme manager at CCoI. ‘Crafts is a very advanced consumer market here. We need some kind of coherency and some clarity about what we are, so the consumer understands what to expect. Let’s look at what we mean by the brand.’
The fresh brand image will be implemented in all future marketing and PR programmes.
The CCoI is a national design and economic development organisation for the crafts industry in Ireland. Its activities are funded by the country’s development agency Enterprise Ireland.