Emergency Medical Response

Brand identity / research and insights / brand development

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.

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 bold typographic treatment yields a distinct logo mark that proudly stands as a pillar of Irish communities.

Moreover, our team is proud to have worked with an impressive organisation like CRITICAL that goes above and beyond to save lives, to transform its brand.

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