Red Dog were charged with the task of creating a dynamic and memorable new marque for the Irish Film Board, which would function as a celebration of Irish film and an effective means of promoting Ireland as a film location for foreign productions.

Making a considered use of green, to signify Ireland, but without exaggeration or cliché, our concept employs the ideas of projection and spectatorship to denote the cinematic experience, and, with its multiple screens of different sizes, is suggestive of both film and television – both of which the Irish Film Board addresses in its work. The small figures contained in the marque work to give the IFB a human face, while also showing that the IFB's activity is ultimately about the viewing public.

The new IFB identity has been applied successfully to a number of high-profile printed catalogues for use at international festivals, a stationery suite, a website, and an animated logo, which appears at the start of IFB-funded films.