Overview

Square in the Air were asked to refresh the overall look and feel for the Irish Poker Open. This included everything from the brand identity, creative direction, social content and their web presence. The goal was to significantly improve the consistency of the brand in all placements to raise brand awareness, improve the user experience, as well as elevate the tournament’s web presence.

About the Irish Poker Open

The Irish Open is the second oldest poker tournament in the world. In 2024, there were 3,233 entries and a €3,152,175 prize pool, while the €500,000 guaranteed Mini Irish Open attracted 5,320 entries to become Ireland’s largest-ever tournament.

One of their main attractions to the event after speaking with attendees is the unique social setting created around the poker gameplay itself throughout the duration of the poker festival which attracts players from around the world.

Brand & Creative Direction

The primary focus to begin with was to create a look and feel for the brand to ensure complete consistency across all use moving forward.

We begun with refining and refreshing the brand identity which consisted of tweaking colours, fonts and shapes subtly to ensure the logo felt modern, true to the brand and represented the journey that the brand had been on up until this point without losing the brand awareness it had already built up over the years.

Social Graphics

Our creative direction was inspired by the characteristics of the playing card shape, we used this to frame content and formed the base around our content moving forward. We also incorporated gradient overlays and backgrounds to add depth and give the assets a more dynamic feel.

Our output consisted of a bank of social assets to use moving forward, ten of these being fully-editable via Adobe Express for the client to use and edit in the run up to the event, each serving a different purpose to offer the client a variety of options for their content. We delivered these alongside a new set of brand guidelines to help them maintain consistency when using the new identity moving forwards.

Video Content

We delivered engaging social media reels in two formats: hand history videos from the feature table in 2024 and highlight videos to visualise the atmosphere and success of last years evente. To maximise impact on mobile, stream highlights were redesigned for vertical viewing, with key information clearly presented. A custom-built After Effects template ensured efficient production and consistency, whilst for the event atmosphere reels, we created a branded look and feel, delivering five reels that showcased the event’s excitement, player engagement, and overall experience.

Website

The most important aspect of the website brief was to develop a bespoke websitee that could be populated by their API, which feeds through live information on each event at the event whilst it is running. On the individual tournament pages you’re able to see live updates which have been posted by the media team via the customised wordpress CMS, this further enhances the user experience as players can stay up to date with real-time events, follow friends progress and browse the photographers galleries from the comfort of their seat.

In the build up to the event users are able to find satellite tournaments at local casinos and online whilst also navigating the schedule to plan what days they wish to attend well in advance of the tournament itself. The site’s information is fully comprehensive and has an about section that stores past winners, prizepools, entertainment schedules, the events history, the team, FAQs and more.

Do you have a similar issue with your events branding looking inconsistent across your platforms?

We’d love to hear from you so please do get in touch with our design team at design@squareintheair.com for more information.