The four founding sisters of this new retail and community website wanted a brand that was as Celtic as they were, rooted in Irish culture and customs, songs and stories.
They disliked corporate language and jargon. But they wanted to be able to introduce their brand in a way that companies and customers alike would understand.
I worked with them to understand their story, researching their background and heritage as well as their industry, pinpointing the purpose and values that would direct their business strategy and customer service.
I gave them:
I steered clear of standard brand terminology – mission, vision – and instead expressed their strategy and services through more evocative language and unusual formats – a blessing, a motto.And a poem that expressed the heart of the brand, its purpose - and its Irish roots clearly identifiable to those in the know.
THE BALLAD OF BAILEO
I sat within a valley green –
But only in my heart.
My body tossed on waves unseen,
My spirit torn apart.
Adrift between their old desire –
Be freer, better, new –
And my own wants, a burning fire
To find roots, deep and true.
They boldly fought dark history
With a pioneering mind;
While I now probe the mystery
Of treasures left behind.
For modern culture, intellect
And reason rule the minds,
But soul and spirit would select
Support of other kinds.
A mirror of myself I seek
Through history, culture, art –
For old clichés have grown too weak
To free my tethered heart.
Oh, home from home! My valley green,
My nourisher of soul,
Where both today and what has been
Are welcomed and made whole.
(With acknowledgements to The Wind that Shook the Barley, by Robert Dwyer Joyce)
“This lady knows words and their power...” – see more testimonials.