Working with the team at RichardsDee, we were tasked with creating a logo for M&S to communicate their commitment to local suppliers across the island of Ireland in response to consumers ignoring generic "made in Ireland" claims. We developed a hand-crafted mark that allows us to highlight individual counties—such as "made in Wexford"—offering proof of provenance and building a personal connection with the customer.

I was a designer during this three-week strategic sprint at RichardsDee. The agency put forward four creative routes for consumer testing, and the route I developed was the consumer favourite. I was involved in the initial concept development, the hand-crafted illustration of the Irish map, and the delivery of the final artworks and mini-brand guidelines.