IDA Ireland needed €428k rebrand to end ‘confusion’ and ‘fatigue’

A BRAND review of the state investment agency IDA Ireland found it was often “mis-quoted” and “confused” for other organisations including the Irish Dental Association, Enterprise Ireland or the Department of Enterprise. It also detailed how it was vulnerable to bizarre fluctuations in internet traffic around events like the catastrophic Hurricane Ida when visitors to their site leapt from 1,000 impressions to 15,000 in a single week. An internal presentation said IDA Ireland had suffered from “brand drift” where senior managers and marketing teams had become “fatigued” with the existing look and feel of the organisation. The paper was prepared ahead of a €428,000 rebranding intended to stand for a “contemporary Ireland” for the digital age. The presentation was critical of how their identity had evolved including a mission statement around winning foreign direct investment. “It’s honest, direct and…