eir is Ireland’s largest telecommunications company. Founded in 1983 as Telecom Éireann, it had for years been one of Europe’s most advanced service providers, but more recently had failed to keep up with customer demand or the pace of technological change. Moves to offshore customer care had also been poorly received. In response, eir initiated a €1.2 billion five-year program to upgrade their fiber and mobile network infrastructure and newly onshored customer care systems, which they launched in 2024 alongside a brand refresh from BBDO Dublin featuring a new tagline: eir for all.

‘eir for all’ underscores the company’s commitment to enhancing connections and building community across a diverse and rapidly-changing Ireland. The launch campaign profiled a TikTok performer, a young hurler, a Special Olympics athlete, a family of gamers, and a group of surfers. To support the new brand, BBDO commissioned eir sans, a three-weight customized version of our Tenon typeface with horizontal terminals to emphasize stability and speed. The extenders of the heaviest weight were shortened and the sidebearings were reduced to facilitate bold, densely set headlines with a minimum of collisions between lines. A Futura-style beardless G continues the theme of streamlined modernity.