The brand story we created to drive the business and the brand, as well as galvanise its people, is ‘Essential to Ireland. Essential to life.’

Because it takes pride in being 'the network open to all', we proposed that Eircom becomes ‘eir’, a name that conveys its essential contribution to Ireland. It also suggests a lightness of feel and new optimism for the business.

The eir identity is a simple yet 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.

We designed the Dublin city centre concept store including signage and wayfinding, in store experience treatment and materials and we set the creative direction for the major brand touchpoints, including packaging, point of sale, livery and uniforms.

We created the advertising strapline ‘Live life on eir’– an invitation to its customers and the nation.

Our vision for the brand at the pitch stage informed the direction of launch activities, from campaign messaging and internal communications, to the ATL advert.

The market impact was immediately visible at launch: technicians in the new uniform, 160 vans rebranded and all 63 stores nationwide unveiled.

The result is a confident brand that reflects and galvanises the ongoing evolution of the business, and eir’s ambitious commitment to future competitive potential and is engaging hearts and minds.