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), the entity decided to step back from the air ambulance service to focus on delivering emergency care on the ground. As a result, required new brand identity that spoke to the new positioning. Hence, a new name and brand were born!
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 that resonates with the public and volunteers.
A brand that saves lives
As a result, a bold and impactful brand identity, brand communications and front end digital design highlights the company's core values that proudly stand at the heart of Irish communities.