Youth organisation Macra na Feirme, operating since 1944, wanted to refresh their brand in order to appeal to their target audience 17 – 35 year olds whilst still respecting the heritage of the brand. Whilst Macra’s focus was once purely agricultural it now encompasses all aspects of life in rural Ireland, responding to the needs of the national community. Macra sought to reflect this change in their brand identity and communications.
Bradley guided Macra to see the need to reposition themselves, that as an organisation Macra needed to evolve in order to continue to lead and meet the needs of its current and future members. The key was dropping “na feirme” from the brand name. Giving them confidence to be creative in how they communicate, Bradley developed messaging which conveys how Macra cultivates a sense of belonging in young people today.
Developing a new logo and digital assets, along with key messaging and mentored communication, Bradley were able to give the Macra brand a new life with a brand refresh and tagline which expresses their development and inclusion. The brand is now being applied to Macra’s own communications and that of over 100 clubs.
Although we were apprehensive at first, Bradley helped us to see the shifts in rural Irish society and in our organisation since our conception. Bradley truly listened to our determination to hold onto our history, and delivered a brand that communicates our heritage, whilst demonstrating our growth. We launched our new brand identity at the Ploughing Championship 2022 and the reception was beyond our expectations. We’re delighted with our new brand and tagline!
Michael Curran, CEO