STUDIO / DESIGNER
Design Practice Team of the Year
Simon Richards (Founder and Creative Director)
Celine Dee (Founder and Strategy Director)
Mariana De Moura
How the brief was fulfilled
How has the team contributed to positive business impact and outcomes?
2022 marked a significant year for RichardsDee as we celebrated a decade in business, won four Transform Europe brand awards and formally began work towards becoming Ireland’s first certified B-Corp brand agency. Becoming a B-Corp agency is critical to delivering on our mission to Design Meaningful Change for people, businesses and the world in which we live.
Designing Meaningful Change is embedded into our culture and encouraged us to establish Creatives Against Covid-19, a campaign to raise money for vulnerable women and children raising over €250,000 for Women’s Aid and ISPCC.
We seek out mission focused clients to collaborate with and in 2022 we achieved the following outcomes:
DEBRA Ireland– DEBRA is the butterfly skin charity and is reliant on donations from individuals. In 2022, our team invested over €100,000 pro bono hours to deliver a new brand strategy, identity and website to increase awareness and make online donations easier.
Kerry Group–Kerry Group-Kerry’s vision is to feed 2billion people with sustainable nutrition by 2030. Our work included the repositioning and clarifying what the brand meant for their 24,000 employees so the new direction and purpose were understood by all.
Alltech is a $3bn, 6,000 strong organisation on a mission to inspire farmers to improve sustainable farm management practices. Following the repositioning, Alltech saw a strong increase across all internal and customer related metrics.
Childline– Increased visitors to the site by 81%
How has the team used internal collaboration and/or overcoming internal challenges? Give examples which demonstrate a strong team culture, ambitious vision for design, and shared values and attitudes.
We believe great design only happens when people feel safe and supported so in 2022, we clarified our employee value proposition. We built on our initiatives to reinforce our family first commitment and ensure employee wellbeing is central to all we do. These included the following;
· Finish by 2pm every Friday
· Hybrid working
· Health insurance
· Birthday day-off
Training & Learning
· Weekly Share and Learn sessions to engage and educate our people
· Annual training allowance focused on culture, team building and collaboration
· Book allowance
· Monthly Time-out Thursdays to discuss and collaborate to solve complex challenges
Building Meaning & Purpose
· Selected 10 mission focused organisations to collaborate with to bring real meaningful change to the world in which we live.
· 6 x paid design internships in 2022
· Pro-bono projects to the value of €100,000 annually
Building Connection & Community
· Paid leave for volunteering
· Annual fun runs
· Summer and winter agency-wide parties
2022 saw our team win more Transform Europe brand awards than any other Irish agency. The year ended with our Meaningful Change Awards. We celebrated our people through our values We are All For One (Collaboration), We are Ambitious (Creative Ambition), We design with purpose (Meaningful work) and We are Curious and Connected (celebrating bravery and experimentation).
In a challenging year, we achieved our revenue and profitability targets delivering over 180 projects for leading global brands and had a lot of fun along the way!
Describe how meaningful client relationships helped shape the success of the practice and its key projects
The meaningful relationships we have built with our clients is a critical success factor for the agency. In 2022, we hit our target of generating 80% of our revenue from our existing clients proving the value of long term relationships. Some of our meaningful relationships include:
Energia Group – This year marks our 6th year as design partners to Energia where we champion universal design, plain English and plain numbers principles. We created the successful ‘Winter Ready’ and ‘Here to Help’ campaigns to support vulnerable customers over the winter months. The work consistently performs above target.
Uisce Éireann –This year marks our 8th year as brand partners to Uisce Éireann who entrusted us with their MVVP, rename and rebrand as they enter the biggest organisational transformation the state has ever seen. We were subsequently appointed to deliver an employee engagement campaign.
SEAI – A ten year partnership saw us roll out behavioural change campaigns to 10 public sector organisations in 2023 encouraging hundreds of thousands of employees to change their energy related behaviours.
DEBRA – As our team’s selected pro bono partner, we worked with DEBRA to clarify their positioning to create greater awareness and engagement. The work needed to sensitively reflecting people living with EB while ensuring it achieved fundraising targets.
BASF – As brand partners to BASF, North Carolina, we collaborated with the marketing team for four years across brand strategy, brand planning, brand architecture, naming, and customer segmentation to align BASF’s products and categories, bringing cohesion to internal and external comms.
Demonstrates how an Irish design agency can show up with heft as a trusted design partner for organisations across the private, public and civic sectors; as an employer that understands the need to develop and retain talent; and, as a fulcrum for community mobilisation. A strong selection of projects that demonstrate strong originality and excellence. RichardsDee have articulated a clear vision, for the organisation and for its people. A clearly evidenced commitment to learning, experimentation and innovation, with particular emphasis on providing space and financial support for the team to learn, develop, experiment, and thrive at work."