Brown Thomas Create

The making of the Brown Thomas 'Create' identity


Originated by Brown Thomas in the year 2010, The ‘Irish Designers Create’ event pioneers and mentors the most exciting, emerging and established Irish design talent and provides a platform to showcase their work in the four Brown Thomas stores. The event ran for six weeks throughout the summer months and featured over 50 designers and 3 recent NCAD graduates across accessories, graphic print, jewellery, textile design, millinery and ready-to-wear.

Business Challenge

The brief was to come up with a totally new identity for this special event. A reliable and easy to recognise mark to be applied and adapted across all touchpoints and channels (in-store, windows, outdoor, brochure, online and press).


Adaptability was vital for this logo as it had to appear with various taglines, categories and event dates yet still have CREATE 2015 as the key message. Because of the nature of this huge event, it was essential to simplify where we could. Raw wood and bronze were to feature throughout the installation so adding a bronze effect to the logo maintained a vital consistency. With 2015 being the year of Irish design, I felt it was particularly important to use a contemporary Irish headline typeface as part of the first mark. Characterised by its low contrast, flat inner curves and heavy, narrow slabs, ‘Kettle Stencil Black’ from Typegroup was perfectly suitable. The CREATE2015 logo was ever-present throughout the campaign, featuring heavily on digital channels through positive comments and reviews while also being shared across social channels by admirers using the ‘BTCREATE’ hashtag.


Logo Design | Advertising | Environmental Design | Wayfinding Design | Direct Mail | Digital Campaign | Installation

Visual Content
Logo Design
In-store Exhibit Display
Event Visual Assets
Event Brochure Cover
Designer Bio
Brand Visual Assets