Entered by Limerick City and County Council, (Credit: M&C Saatchi), Place Brand of the Year finalist, 2020

Ireland became the largest English-speaking nation in the EU in 2020. Limerick City and County sought to maximise this opportunity, creating a brand position that unifies everything that Limerick does. The mission was threefold. Firstly, to position Limerick as the country’s ‘go-to’ destination for investment, tourism, and study. Secondly, to throw off the outdated domestic reputation as ‘Stab City.’ And most importantly, to include the entire city and county in the rebrand, providing design solutions that could be used widely by individuals, businesses, the tourism and education sectors, and official institutions.