Tailte Éireann

Printed maps today must compete with a wealth of digital alternatives. Yet Tailte understood that physical maps still hold immense value: tactility, permanence, navigational clarity, and a sense of adventure.

The rebrand was underpinned by the core strategic concept of "Mapping a New Era". It positions Tailte as a trusted partner that celebrates the the Irish landscape – connecting people with the land and encouraging exploration.

Rather than impersonal depictions of the map itself or insipid stock images, the front covers are meditations on moments of discovery and wonder that reflect the experience of traversing new lands, or of seeing known landscapes in a new light.

The new system introduced a bold yet welcoming graphic language that is contemporary, structured, and distinctive. Inspired by Tailte’s role as custodians of Ireland’s land, the design language centres on the foundational act of defining space: the sweep of a compass establishing a point and a boundary.

Tailte manages a significant and continually expanding catalogue of printed map products, from regional guides to specialist thematic series. Consistency across these outputs had historically been difficult to maintain. To solve this, a robust design system and guidelines were developed which equips Tailte with the tools to continue this evolution independently.