The Department of Environment, Climate and Communications (DECC) made the decision in 2022 to establish a new organisation to oversee Ireland's tyre compliance programme, which Repak had been running up until that time. It was my responsibility to develop a new brand for the tyre sector that would stand for sustainability and the circular economy.

I took the Irish word "ciorcal," which means "circle," as inspiration and used it to create a name that captures the essence of the company. Circular graphics and racing stripes are combined in the logo and iconography to create a dynamic and motion-filled identity.

Circol ELT needed a complete set of support materials when they first launched, such as communications packs for their 3000 members, office signage, vehicle livery and brand guidelines.

One of Circol's primary requirements is member communications, which has resulted in the creation of resources for radio, VOD, the national press, and their annual report.