As part of a full re-stage of football in Ireland the FAI were looking to create a new identity and badge for the Irish National team.

The previous badge lacked a clear link to Irish heritage or symbolism, with a hyper abstracted shamrock icon.
The badge also lacked distinction compared to other national team badges.

A 360 engagement programme was conducted; speaking to and gathering the inputs from the Irish football family (administration and officials), players, coaches and most importantly fans.

The insights showed that the new badge needed to re-connect the Irish football fans back to the team, alluding to their heritage but expressing this in a contemporary way.

The re-brand started with the new badge, creating a new and modern icon for Irish football. This was supported with a bold secondary system that injected energy into the brand.

The men's team proudly ran out to a packed and fully re-branded Aviva stadium on the 22nd of March 2023. The new branding was also a vehicle to celebrate the women's team making history by going to their first FIFA World Cup.

The national campaign to support their involvement included free activity books for 180,000 children and a even a coin minted by the Irish National bank.