Custodian were proud and delighted to have played a key role in the highly impactful implementation of the eir brand, which was officially launched on the 16th Sept across Ireland.
As brand consultants, part of Custodian’s remit in the project included advising on colour management ensuring that the uniquely dynamic and vibrant values of the new brand roll out were manifested in every single touchpoint, from staff ID cards, corporate stationery, marketing collateral, direct mail, operational, in-store point of sale, OOH, retail, premia, signage and graphics in their offices nationwide.
All of us at Custodian eagerly look forward to continuing our role as Brand Custodians for this exciting and modern brand for years to come.
15 years of brand expertise for the group
This is not our first time to a major brand implementation for the largest telecoms in Ireland. 15 years ago we carried out the brand roll out from Telecom Eireann to eircom and today it’s great manage to see its transformation to eir. Over the years we have built the trust of the group in their mobile networks implementation of emobile and meteor as well.
Team effort of collaboration
This project was carried out over 3 months and was a great example of collaboration of eir’s advertising, events, design, brand and PR agencies with one common goal “A professional result”. Also on the other side we were the central hub for all of eir’s internal departments needs from brand, marcomms, facilities, press office, launch stream, retail, internal comms and senior executives steering project team.
Colour management and controls
Our approach was to meet the brand director Lisa Comerford and the designers Moving Brands to understand their objectives and vision for the brand in the marketplace. The key aspects were “vibrant” “fresh” “dynamic” and “modern”. With that remit we carried out extensive print testing of process and pantone colours to achieve the same richness of pantone colours out of CYMK palette. As part of this consultancy we explored different processes of litho and digital alternative substrates in advance to manage expectations and adjust colours accordingly. Special inks were mixed in the lab specifically for eir on coated and uncoated stocks to ensure we maintained that vibrancy. The inks are now sourced from one source for multiple printers and substrates to maintain consistency going forward and identified with their unique GL number for eir.
Fit for purpose suppliers
In a project of this scale we had to select from our extensive panel of appropriate quality Irish partners that had the capacity, scale, equipment and committed staff that would deliver under extremely tight deadlines. These suppliers were relentless in their attention to detail but more importantly had the same passion as Custodian in facing extraordinary challenges in a project of this scale and importance.
Rita O’ Byrne was our key project manager coordinating our internal team of five including our designers on site in eir. In addition she was the production hub for all communication with departments within eir and all their lead agencies. Her patience and hard work paid off in delivering a smooth implementation on the day.
We supplied, lifted and delivered POS to 79 nationwide retail stores within a timeline of 5 days.
Over 1.4 million mailing were managed including 26 letter sorts, data cleaning, print and fulfilment all within 15 days from go.
Over 2,500 square meters of vinyl was printed and installed in 5 buildings across the country within a 12 hour period on the night before the launch. We covered 76 walls, 78 windows and had 18 crew working throughout the night.
25,000 items were kitted in 5,000 goodie bags with branded bottles, power banks, chocolate, pens and lanyards all completed and delivered within 48 hours, to every staff member nationwide.
The impact was to be seen across all OOH channels for the teaser and the main outdoor campaign. Ireland was covered with 96, 48 6 sheets and bus sides with a total of 1063 print item produced within 5 working days.
Marketing collateral was produced and distributed to explain the new vision for both staff and their customers within direct mail and 79 retail outlets.
Overall Custodian managed this implementation with professionalism in the marketplace and was well received by the eir project team.