Project realised at Movingbrands as Designer
Creative Director: Darren Bowles
Ireland’s largest telecoms business Eircom is undergoing a period of change. Moving Brands was engaged as Eircom’s lead creative partner, to clarify and streamline its business architecture, transform the brand identity, and set the direction for over 100 agencies in the launch of its new brand. Eircom’s investment in its new brand marks the largest brand transformation in Ireland in over 20 years.
We successfully proposed that the company should become ‘eir’, a name that conveys its essential contribution to Irish life. It also suggests a lightness and new optimism for the business. The eir identity is a simple but bold brand system, that allows this complex business to intuitively create and deploy a range of vibrant, larger than life expressions. It conveys the business’ shift from a supplier of infrastructure and services to one that is more approachable, human, warm, and positive.
eir’s investment in its new brand marks the largest brand transformation in Ireland in over 20 years.
160 rebranded vans on the roads, 63 brand new store and a full above-the-line campaign supported the business in communicating its transformation. The rebrand offered a unique and timely opportunity to transform the business in its audience’s hearts and minds. The result is a confident brand that reflects and galvanises both the recent and ongoing evolution of the business, and the ambitious commitment to eir’s future competitive potential.