- Brand Communication, Brand Development, Brand Experience, Brand Identity
Giving life-saving response a stronger voice
CRITICAL is an emergency medical response service in Ireland that provides an essential life-saving service across rural and urban communities in Ireland. Formerly known as IAA (Irish Air Ambulance), as the entity decided to step back from the air ambulance service to focus on delivering emergency care on the ground, it needed a new brand identity that spoke to the new positioning. Hence, a new name and brand were born! And one that clearly resonates with the public and volunteers.
Our Approach
[URGENT CARE DELIVERED]
Working with Mantra Strategy, we took the team on a journey from the first discovery workshops to defining the name to designing and delivering a new brand system that is impactful and unique.
The Result
The bold typographic treatment creates a distinctive logo mark with strength, urgency and clarity at its core. Designed to stand proudly within Irish communities, the new identity gives CRITICAL a confident and recognisable presence across every touchpoint. Our team is incredibly proud to have worked with an organisation that provides such an essential life-saving service, helping to transform its brand in a way that reflects the dedication, bravery and impact of the people behind it.
