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OFFSET 10 years of inspiration

OFFSET Dublin returned in April 2019 for its 10th year taking up residence in a new home at The Point Square. The Festival once again brought a stellar line up of creative talent from around the world to Dublin city, along with 3,000 inspiration hungry attendees. Representing the creative industry at all levels, OFFSET’s speakers are disruptors and genuine influencers in their fields. They are the creative force behind everything from huge global campaigns to awe-inspiring personal projects.

The Challenge

With OFFSET co-founder Bren Byrne settled into his new(ish) role as our Chief Creative Strategist here at McCann Dublin and his partner Lisa Haran running OFFSET’s daily operations from their new home on our 4th Floor the brief was set: To design all creative, branding and graphics for the world’s most renowned conference for creative, branding and graphics. No pressure then.

Our Approach

Marking 10 years was a great opportunity to look back through the history of OFFSET and to make a statement about what the event represents to the wider creative community. We researched its legacy and analysed reaction to the events over the years, taking inspiration from the wide variety of creative disciplines on show both on the stage presenting and in the audience. The design needed to represent the events goals and aspirations, its insights on creative practice, focus on the craft of making, power of collaboration, sense of community and the boldness of its own ambition. More than anything it had to capture the overall experience of attending.

The Execution


We developed a system of graphics that aimed to be both intellectual and emotional, hard edged yet soft to touch, that would represent the intense learning experience and upskilling but also recognise the value and joy in pure inspiration. Our overall creative was a combination of bold “bitmapped” super graphics representing the real world of digital and analogue print contrasted with large colourful atmospheric shapes.

The required outputs included everything from the design & art direction for Ways & Means Issue 7 (a 64 page Newspaper including conducting interviews with all 36 main stage speakers) to two stage designs, from the way-finding system and scheduling to staff tees and tote bags.

Social & Digital

The full services of the agency were focused on OFFSET (did we mention we love OFFSET?) with our social team developing a strategy to build momentum for the event as well as a special focus on the 10 year legacy. Our social team was responsible for community management as well as social comms over the weekend itself. The whole event was captured by our video team and a overview film will be released soon.