Repositioning and revitalising Ireland’s principal telecoms business
Eircom’s investment in its new brand marks the largest brand transformation in Ireland in over 20 years. They engaged Moving Brands as their lead creative partner to clarify and streamline their business architecture, elevate their identity and set the direction for over 100 agencies in launching the new brand.
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.
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.
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.’Nikita Morozov Head of Design