One of the best ways to inspire creatively is to be around the creativity of others. With this in mind, a series of Irish design-based talks were arranged, designed to get people talking, sharing, and revelling in the creative genius of their peers. With each event, speakers discuss what they do in the creative arena to earn a crust, giving their own unique take on what inspires and drives them and what creativity means to them. After all, creativity loves company. Because Bread & Butter talks were organised in conjunction with the IDI it was important to ensure that the IDI logo and branding was honoured in the logo. To this end, the IDI logo was simply flipped on its side. This gave it the appearance of a slice of bread, and by smearing the white space around it like butter, room has been created for the event tagline ‘Spreading the word on design’. The visual look and copy brings the concept full circle. Warm and accessible, it invites all areas of creativity and is instantly recognisable as being an IDI initiative, and an event in its own right.