Éirewaves
Project
I was approached to create a brand identity for a new Irish music and culture festival to take place in London. The name was set, but nothing else was envisioned so I was given free rein to conceptualise the brand.
After presenting a few routes we landed on the theme of forward-facing folklore, to tie into both themes of pride of being Irish, but not revelling in the past and touching upon cliche.
Brand identity and logo, printed collateral, positioning and strategy, social 
The brand
At the heart of the selected route is pride in Irish culture, brought to life humorously through folklore symbolism. Just like the tales of Ireland’s mythical beings, music is where legends are born, myths are made and nights become folklore people talk about years later. Because music doesn’t just soundtrack a night, it’s at the centre of stories worth retelling.
The brand is led by a mischievous mascot, inspired by the shape-shifting Puca of Irish folklore. It positions nights run by Éirewaves as a fun celebration of Irish music and shared joy that will leave a lasting imprint on your memory. Brought to life through a hand-drawn linoprint effect and raw, carved textures, paired with a psychedelic nod to medieval folklore, which gives Éirewaves a mythic and punky edge.
Tonally we wanted to avoid any cliche, and wanted to be part of the new wave of anti-establishment energy, making Éirewaves feel brash, punky, confident and loud.
