The objective
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.
The approach
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.
The results
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.
“The new eir identity is dynamic and modern. It reflects our real ambition to become just that, a dynamic and progressive Irish organisation providing the high quality infrastructure and services the country needs and deserves. This is the logical next stage in our evolution as we establish an identity that better reflects the company that we are today.”
— Richard Moat, eir, CEO
Produced as part of a team at Movingbrands
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