Niamh O’Neill is an Irish fashion designer who honed her design skills in New York and Paris before returning to Ireland to launch her own label in 2012 with the help of BrandNew Creative who designed the mark for clothing labels and swing tags. In 2016, BrandNew Creative were again engaged to develop her overall brand identity through print, packaging, AW16 season branding and online. The design challenge was to reflect Niamh’s personality and graceful design aesthetic in a refined, yet consistent way. The starting point was a review of how the logo had been used throughout previous seasons. It became clear that a set of guidelines and design rules should be produced before embarking on the creation of labels, stationery, season branding and online. By narrowing the brand assets right down to a limited colour palette, font set and logo mark, the twice yearly collections are allowed to shine.