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THE IRISH RUGBY INSTITUTE

 

The Challenge

To create a visual identity and personality for the Irish Rugby Institute, who offer world class rugby training and touring experiences for people of all abilities, ages, genders and nationalities.

The target market is made of diverse segments, covering a large demographic scope.

 

 

The Response

I looked to Irish and Celtic history to create a visual identity that conjures warrior spirit, passions, and pride. After all, Howth - where the IRI was born - is a melting pot of myths, legends and awe-inspiring stories featuring the Tuatha De Dannan, the Red Branch Knights, the Fianna, Pirate Queens and Vikings… adventurous heritage is part of the cultural tapestry of the local area, and a psychological link between people with a passion for sport and performance, no matter where they hail from.

I wanted the mark to be something genuine and real, something meaningful; the client and I agreed that we would love to create something tattoo-worthy.

The brand personality comes down to a shared love for competition, performance under pressure, journeys of self discovery and the bond of the team.

 
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