Creating a banner brand

IFS Ireland Delivering Global Financial Services

Client intent

Create a new national banner brand to lead global marketing of IFS industry expertise.

The project

Building on 35 years of financial services growth and industry formation, this unique brand project was timed to capitalise on a critical mass of experience and world-beating expertise achieved by the industry. The project is tasked with delivering on the Government’s IFS2020 strategy for economic development and supports a job creation target of 10,000 jobs within the international financial services sector. To front the Country’s message to the world, a unifying brand strategy and identity was required and BrandCreate set about engaging, focussing and uniting international and domestic IFS industry leaders around a forward-looking banner brand strategy and communication.

The challenge

To engage with and harmonise diverse industry sub-sectors via an inclusive programme of specially-designed workshops, interviews and presentations, working with a very wide array of public and private sector organisations and industry leaders, including stakeholders straddling Government Departments, traditional businesses, sectoral associations and newly-formed fintech-type disruptive players and entrepreneurs.

The outcome

The creation and endorsement, by its key representative stakeholders and business leaders, of a new brand strategy and visual identity to promote the IFS industry to the world, and the creative execution of a logo design, a brand strapline, marketing collateral, content copywriting, exhibition stands, website design, brochuring and brand guidelines.

The new brand received a formal launch by Minister Simon Harris at the 2016 Global Financial Forum held in Dublin Castle, Ireland.

IFS Ireland Eoghan Murphy
Above:  Michael Noonan, Minister for Finance with Eoghan Murphy, Minister for International Financial Services at EFF 2017

Industrial Development Agency Ireland

The IDA is responsible for the attraction and development of international inward investment to create jobs and drive exports and has commenced a programme of focussed strategic development of the mobile International Financial Services industry. With this industry’s many disparate bodies, associations and players, IDA commissioned BrandCreate to design and carry out a programme of brand development to create a new unified brand for marketing the industry’s expertise, proposition and opportunity to the global marketplace.