A small group of people gathered, their face masks firmly in place, but their eyes revealing their enthusiasm and passion, for the launch of the new brand for Tipperary Town. Despite the challenges of Covid19, nothing could stop the palpable excitement as members of organisations and the wider community in the town zoomed in eagerly awaiting their first view of the new brand.
The Tipperary Town Revitalisation Task-Force Chairman Carmel Fox reflected that she was particularly impressed by the collaboration and partnership element of this project across organisations in the town and in particular the inclusion of the community in identifying what was to be depicted or reflected in the new Brand. Carmel thanked the project team involved in the project - Siobhan Hyland Ryan, Brian O’Rahally, Anne Hadnett and Dave McMahon, and Carmel noted that each of these people were involved in family businesses in the town and therefore were able to understand and represent the business and economic side of Tipperary Town. She reminded people that this is the beginning of addressing the image of Tipperary and a working group will continue with other projects going forward. Acknowledging the fantastic response to the community survey and she stated that this input is now reflected in the brand and “This provides ownership and will result in strong buy-in from the local people for this new image of the town”.
Chairman of the Municipal District Councillor John Crosse praised the new brand and the opportunity it presents. He thanked Kathleen Prendergast for securing the funding for Tipperary Municipal District under the Town and Village Renewal Accelerated Measures for this project. He stated that the development of a new brand was a great step and everyone was looking forward to the new web-site, based on this branding, also to be published shortly. All elected councillors in the Municipal District agreed that the Brand was one to be proud of.
Caroline Nesbitt from ‘Designedly’ led development of the brand, and commented in consulting with people of the town, they used strong and emotive words such as friendly, forward-thinking, progressive, proud, heritage, reliable, local and humble that formed the basis of the brand.
The Chairman of Tipperary Integrated Resource Development (TIRD), Joe Hayes referred to the brand as iconic, capturing one of the central landmarks in the town and he felt that it would bring people right into the heart of Tipperary when they saw it, be they here or abroad. He also recognised the importance of the Irish language version which he acknowledged was a significant part of the culture of Tipperary Town. He thanked locals Michael Begley and Gerry Ring for their assistance in ensuring the essence of the brand was not lost in translation.
It was a good day for Tipperary Town - many watching the live stream saw the new brand for the first time and were able to connect with it and immediately say if it conjured up an image of our town and many did - sharing the view “yes, we love it”. In order to overcome the challenge of Covid19, a ‘live streaming’ for the ‘reveal of the brand’ was shown on the Facebook page ‘Tipp Town’. Josephine Carroll and Brendan Lonergan, who operate the ‘Tipp Town’ Facebook page with its 16,000+ followers on a voluntary basis, kindly agreed to assist to promote the brand.
The new image and marketing brand has been developed for Tipperary Town with a full suite of supporting marketing materials. Economic Development Officer Kathleen Prendergast stated that the new brand focuses on the heart of the town; the iconic clock tower nestled in the hills, reflects its beautiful location in the Golden Vale and captures its community spirit in a way that is unique. The new identity is a contemporary vision for Tipperary Town illustrating its location nestled between the majestic Galtee Mountains and the famed Tipperary Hills. The iconic Clock Tower represents the centre of the town and the community - depicting pride in the heritage, culture, and natural surroundings. With its easy going, friendly people and casual ways this brand presents all that is positive about the town.
Kathleen concluded that as time progresses and the use of the new Brand increases, we will be able to use it as a means of immediate recognition for ourselves and importantly to show the town as unique identity amongst others.