Imagine Ireland was a year of Irish arts in America presented by Culture Ireland. Presenting over 1000 events in 40 states, across a wide array of artforms and work, from the traditional to the very contemporary. Our brief was to design an identity that worked with this broad spectrum of events but that ultimately challenged the preconceived ideas of what Irish culture is.
Using an elegant, modern, serif typeface, we added tension, removing parts of the word imagine to create a stencil version. The overall effect was rooted in the traditional but with a contemporary edge. The logo expanded into a system of language, inviting viewers to think about, explore be surprised by the quality, diversity and richness on offer.