Eir: Repositioning Ireland's Telecoms Business

Repositioning and revitalising Ireland's principal telecoms business

Eir is Ireland's largest telecommunications company. Following a period of investment and transformation, they needed to reposition themselves in the market and revitalize their brand to better reflect their renewed focus on customer experience and innovation.

Our work with Eir involved a comprehensive brand overhaul, from strategy and positioning to visual identity and communications. We developed a vibrant, dynamic brand system that reflects Eir's commitment to connecting people and enabling them to live life to the fullest.

The new brand identity features a bold color palette of blues and greens, representing Ireland's natural landscape and Eir's digital capabilities. The flowing, organic shapes symbolize connectivity and the seamless integration of technology into everyday life.

Project Details

Client

Eir

Industry

Telecommunications

Services

Brand Strategy
Brand Identity
Digital Design
Communications

Year

2023

Signifying a new promise to customers

The rebrand offered a unique and timely opportunity to transform the business in their audience's hearts and minds. The result is a confident, unified brand that reflects the organisation's evolution, ambitions and dynamism.

A fresh optimism

We successfully proposed a new name, 'eir', which reflects their essential contribution to Irish life while conveying a sense of lightness and new optimism – a feeling reinforced by a new logo that captures the properties of air. To communicate this newfound energy, we created a teaser campaign, 'Live life on eir', an uplifting invitation to their customers – and the nation.

Bringing the story to life in film

We also partnered to create a film to re-establish eir's place in the life of Ireland. The five-day shoot, with an intergenerational crew of 30 and turnaround of only three weeks, set in the cityscapes of Dublin and the countryside of County Wicklow, expressed the spirit of the brand story 'Essential to Ireland. Essential to life'.

The sense that eir is woven into the fabric of the nation and the lives of its people is conveyed through rural images (traditional Irish music, a farmers' market) and urban shots of industry and business.

'Our new visual identity system is a key driver in changing our brand perception to become a leading, innovative brand. The concept supports our new strategy and philosophy and delivers it in a fresh and vivid way.'

Nosin

Head of Design