D8 Beers is a ‘concept beer collective’. Co-founded by us and one of our creative partners - Hoop-la. This is our first foray into beer, not designing but producing a beer. We spotted a worthy charity in dire need of support and with our keen knowledge of drink brands we thought - ‘a good beer made by good people will bring good to others’. D8 Beers was born.

The entire project, beer and campaign was conceived, designed, brewed, packaged, delivered and (most importantly) sold-out in just 8 weeks. All this in the run up to Christmas with zero budget in the middle of global pandemic lock downs - no easy task!

Our chosen charity and sole beneficiary from the sale of our Winter Ale was My Lovely Horse Rescue (mylovelyhorserescue.com) the animal rescue group established in 2011 by Irish musicians Cathy Davey and Neil Hannon (Hannon of Divine Comedy wrote the infamous song, from which the charity is named, for the Father Ted).

Covid-19 has had a significant impact on the charity with an estimated shortfall in funding of over €90,000 this year. We needed to help. For effective fundraising, our premium brew would carry quite a high price tag of €8 per 330ml can or €35 for 4 cans in a D8 tote bag. But in effect, this would be an €8 ‘donation’ to a great cause - with a free beer gift!

Why D8? One of the oldest parts of the city with a rich history of distilling and brewing, two industries traditionally heavily dependent on horse power for transport and deliveries. The connection between our horse-loving charity and the creative, urban atmosphere of Dub 8 was a perfect fit for our concept beer.

Design aesthetic was crucial for our D8 brand and product story. We needed stand-out, quick recognition and memorability - our campaign had no budget and would be very short-lived. Colour would be key and pink sparked the right level of reaction from everyone! The design for our 330ml can centres around a solid D8 logotype in pink. Our copy style has attitude with a very Dub slant - abrupt messaging with a smart edge.

We partnered with an independent Dublin brewery to develop the flavour profile and specific style we wanted to achieve. We then needed a fully-licenced bar venue for distribution - we found the perfect partner in the heart of Dublin 8, with the right attitude for our brew and great location for our customers to pick up their beers. Online was the only way to buy our Winter Ale - customers received a unique code and were notified with details on where and when to pick up their beers.

We also produced and directed a free Facebook live Christmas gig, featuring some great names in Irish music, as a thank you to those who had purchased D8 Beers. Hosted and recorded at a Dub 8 recording studios we had more than 9,000 people tune in from across the globe with additional donations coming in online throughout the event.

Our D8 Beers campaign was picked-up by numerous national press and top radio shows, which helped us get the word out locally and across Ireland. Ultimately the campaign was a huge success for the charity both in funding raised and also in terms of awareness for the charity throughout the country - we reach new audiences that previously knew very little of their great work.

WOODELO - NATURAL FIBRE PERFORMANCE

The precision engineering and artistic crafting that goes into each individual WOODELO bicycle frame can only be experienced up close. A deep love of all things 2-wheeled and a strong obsession with fine details brought GARGOYLE and WOODELO together.

. . .

As always, great to work with Photographer, Gerry Grace at his Dublin studio and on location throughout Ireland.

Also huge thanks to Film-maker, Alan O'Connor at Content Machine for flying in from Cape Town to capture the bikes in action.

Precision website development and graphics by our friends at Magma Design.

St. Tiernan's Cycling Club came to us looking for a kit refresh for the 2018 race season. We took it a few steps further than just a new jersey...

St. Tiernan’s is a men's and women's road cycling club based in Dublin. Founded in 1984, initially as a Cycling and Adventure Club, numbers soon grew, race results stacked up and in the early 90's it became exclusively a Road Cycling Club. Their senior riders are accomplished racers and are regularly sighted at Ireland's biggest races and Europe's biggest sportif events.

More project info and images very soon...

INFINITI QX70 ULIMATE

Studio photography for a pan-European launch campaign. One luxury performance car with two very different model specifications, launched across various markets. Our task was to create two identical campaigns.

Our aim was for hyper clean photography with minimal distraction. Everything seen in these images is captured 'in camera' with very little post production, all carried out live and on site. Precision set-build and studio lighting was key.

. . .

The campaign platform:

THIS IS THE FURTHEST. THE ABSOLUTE MAXIMUM. THE DECISIVE AND CONCLUSIVE. THE HIGHEST. THE LIMIT BEYOND WHICH IS IMPOSSIBLE. THE RESULT WHICH CANNOT BE SURPASSED. IT IS THE FINAL. IT IS THE SUM. THE TOTAL. THE GREATEST. THIS IS OUR BEST. THIS IS THE INFINITI QX70 ULTIMATE.

Renamed for Russian markets as INFINITI QX70 ICON

THIS IS THE ICON. THE PERFECT IMAGE. THE IDOL. A TRUE REPRESENTATION OF GREATNESS. THE ESSENCE OF HIGHER BEING. IT IS THE SINGLE SYMBOL. THE ONE FIGURE. THE ONLY MODEL. IT IS A STATUE OR MONUMENT TO BEHOLD. THE PRIMARY. THE ONE WORTHY OF VENERATION. THIS IS THE INFINITI QX70 ICON.

. . .

Shot at Virage Studio, Paris. Great to work with Photographer, Amos Fricke and his precision lighting team. Production management by l'Ecurie, Paris.

PREMIUM WINES AND CRAFT SAKÉ

Retrovino came to us looking for an identity and simple brand guide for their expanding wine import and distribution business.

PLANNING

It soon became clear, this project would in fact be about two companies and two identities - as the distribution of premium Japanese saké was fast becoming integral to our clients' business. And, with possible plans to move into other drinks sourcing and distribution, planning and creating ahead of future iterations of these identities would be key. Design thinking and future proofing in one!

DESIGN

For the Retrovino logotype, two classic wine bottle silhouettes were created - one with a high shoulder, the other with a low shoulder - to allow for use with any wine type from any region.

Next, for the new Retrosaké logotype, a series of Japanese saké flask and cup silhouettes were created so that we could combine the optimum shape with the letter characters - all while ensuring both identities adhere to the same same design language.

EVENT

Our client revealed both new identities at a saké tasting evening for a select group of restaurateurs and mixologists. For this, we created invitation collateral for print and social media as well as a new saké catalogue and tasting notes. For each attending guest, we produced a Gift Bag, hand-stamped in the traditional Japanese 'hanko' style. Inside we placed selected Retrosaké information and business contact cards, tasting notes and a 180ml jar of Black Dot craft saké by renowned DJ Richie Hawtin.

We then briefed and directed a top photographer to cover the event, capturing imagery which we used for Retrosaké social media posts.

Country Crest True to Nature - Image Library

The Hoey family have been farming and processing the freshest of produce for over 100 years from their beautiful lands in North County Dublin. They exhibit at many of the organic and craft food festivals each year and needed an image library to showcase their amazing story.

We spent several days walking the vast and lush farm lands with the Country Crest team to capture and create dozens of final images. This is Ireland and the weather is a constant challenge, but we used the varying skies and natural lighting to our advantage - True to Nature.

Our aim was to show the sheer scale of the operation at Country Crest through simple wide format landscapes. In contrast, we then looked to highlight the human side of the business, the attention to detail and dedication of the farming team. For this we shot 'hand-held' among the livestock and along side the team as they tended the land.

Specifically designed and composed to work in various formats, these images will go on to feature throughout Country Crest social media posts and large format print for vehicle livery and exhibition spaces.

INFINITI Q50

This project was about careful adaption and localisation of campaign assets originated by the client's global advertising agency in New York. A print-only campaign had been produced primarily for US markets which needed to be brought in line with European model spec. Car body and trim details needed to be altered as well as wheels which had a different design in Europe and other EMEA regions. The car ride-height was lowered too, to give a more aggressive performance look to the Q50.

After completion of these new images, GARGOYLE were tasked with creating a television spot to match the adapted print work. Budgets were tight, as was the deadline, shooting a full live-action car sequence would not be possible. So we turned to our partners in Dublin to created an entirely computer-generated piece. We had 3D digital wireframe files of the new Q50 sent from INFINITI Design headquarters and began the process of building a virtual city for it to speed through.

Retaining the look and feel of the original photography was key and made for a very futuristic motion sequence. It first aired in Middle East regions as they relied primarily on tv media to launch the Q50 in their market. The spot then ran on various social channels across Europe in support of a heavy print media campaign with an additional headline - The End of the Dark Ages.

INFINITI & Poltrona Frau Custom Cars

"INFINITI want to build 2 bespoke cars with Italian luxury leather designer and manufacturer Poltrona Frau, as a one-off design partnership... can you help?"

Wow, there's a brief. And also a challenge! The INFINITI design headquarters is in Hong Kong, the INFINITI car interiors design team for this project are in London and Poltrona Frau are in southern Italy. The marketing team (our client partner) are just outside Geneva and the cars...? one I am told is in Germany and the other is yet to roll off the production line.

Luckily, conception of ideas can and usually does come to fruition in an airport lounge or taxi transfer. At GARGOYLE we are naturally built to dream big and think things through to a logical end, covering all eventualities and pitfalls as we concept. The ideas can flow at any time of the day or night, at our desks or on the fly.

. . .

The Q50 with it's eco-aware hybrid technology and cutting edge performance safety features we decided would be the GOOD. The iconic and muscular lines of the QX70 sealed its place as EVIL.

Through countless video calls, across various time zones and through several languages we pushed to hold onto the original concept as closely as possible. INFINITI Design teams would produce custom paint colours for two full complete body re-sprays, as well as accent colours for trim details. POLTRONA FRAU went to their leather stores with our brief to find two sets of opposing finishes - dark, heavily-textured for the EVIL QX70 and soft, smooth and refined for the GOOD Q50.

. . .

As always, it was great to work with Cape Town based Photographer and Film-maker, Alan O'Connor at Content Machine.

. . .

INFINITI & Poltrona Frau (Official Press Release)

Rolle, Switzerland. Two stunning new faces of INFINITI will be revealed tomorrow in a “GOOD and EVIL” pairing. Designed to shock and seduce in equal measure. The special INFINITI Q50 and QX70 models are the first one-off fruit of a creative collaboration between two exceptional premium brands: the luxury performance car maker INFINITI and renowned Italian furniture and leather specialist Poltrona Frau.

After the accolades received in Milan during the Salone del Mobile, the partnership between INFINITI and Poltrona Frau was presented at the Montecarlo race circuit. One of the two show-cars created exclusively for INFINITI, the “GOOD”, white car upholstered with white and light blue Pelle Frau® leather, was displayed in Montecarlo throughout the weekend of the Formula 1 Grand Prix, in front of Zelo’s Restaurant at the Grimaldi Forum on Avenue Princesse Grace, a highly visible location.

ULTIMATE BRAND AMBASSADORS for INFINITI QX70 Special Edition 

We asked 2 unique individuals: What is the 'Ultimate'?

Their answers became the content of 2 short films as each describes, in his own words, what the ‘ultimate’ means to his life story. Their words, ideals and beliefs were then paired with imagery of the INFINITI QX70 ULTIMATE. In effect, they would be describing what this car feels like, what it means to them, without ever even mentioning it.

Special thanks to Camille Jaccoux, co-Founder at Black Crows Ski and Simone Zanoni, Executive Chef at Trianon Palace

Shot on location at Chamonix, France and Trianon Palace, Versailles.

. . .

We brought together an amazing team of film makers, photographers and event managers for this project, headed up by l'Ecurie, Paris.

AFTER-SALES WITH A DIFFERENCE

Following an extensive research phase carried out by GARGOYLE into all other major automotive competitors, we created an entirely new way to look at vehicle after sales. 

We found that across the globe, without exception, all other luxury performances manufacturers resort to the same visual solutions for vehicle repairs, roadside recovery and even customer services - old reliable images of friendly mechanics, red warning triangles and smiling tele-sales agents. But we wanted to disrupt from this norm. INFINITI is like no other automotive brand and having met and interviewed their drivers, we know that they behave and respond to communications very differently.

Our informed thinking brought us to the conclusion that if in the event of a breakdown or any required assistance, all a customer / driver wants to do is get moving again, and the details of how are almost irrelevant. We had our program name - DRIVE ON.

Also, at the purchase stage in the showroom (usually where after sales products such as Extended Warranty or 24hr Recovery are up-sold), it is the very last place a customer / driver should hear that their new luxury performance car might some day breakdown, leaving him stranded by the roadside! This insight brought us to the program creative platform and the set-up copy line - WHATEVER THE ROAD BRINGS.

To capture the campaign imagery we took advantage of an INFINITI model launch event in Lisbon. The very latest models would be available to us, ensuring longevity for the campaign. Our clients too would be there and could be on set for shoot days.

. . .

Great to work with Lisbon-based photographer Joao Carlos and his team on location in Cascais, Portugal.

FULL CONTACT SPORT

INFINITI Q50 All Wheel Drive campaign devised for Winter in the alpine regions of France, Switzerland and Italy.

The INFINITI Q50 Sports sedan has an unique all-wheel drive system connected to a world-first DAS (Direct Adaptive Steering system. These two technologies together mean that each wheel acts alone - driving traction or braking - with fully adjustable feedback for the driver through the steering wheel. We attributed this system to the way an ice-climber scales a frozen waterfall - each of his four points of connection or traction needs to work independently from the other, yet in unison, for full control. Essentially this is a Full Contact Sport.

For this project we adapted source photography originated by the INFINITI global advertising agency in New York. The supplied images (of the car only) were colour-corrected to suit Europe and EMEA markets. Details such as badges, wheel design and even the ride-height of the car were adjusted to meet European regulations. To bring relevance to the campaign and improve visual impact for the alpine regions, we integrated an ice-climber. Gargoyle led this process throughout, working closely with partners in London.

This campaign broke new ground for INFINITI as it was the first time a person had appeared in such an image, previously launch communications featured only the car. Gargoyle are always keen to push projects and clients into new areas and this time it really paid off, with high level Q50 Test Drive requests throughout the region.

. . .

Thanks to Saddington Baynes and TMW Unlimited, London.

It's not often you get a chance to name a motorcycle, but we've done it twice.

Irish Blood Custom Motorcycles at Dublin Harley-Davidson asked us the support them with their entry to the Dark Customs Show.

The competition and custom show is London-based with almost all of the entries coming from UK bike builders. So as one of the only Irish builders involved, we decided the name should be 'as Gaeilge' - not only to confuse the judges but to disrupt and stand out of the crowd.

Working closely with the Irish Blood bike designer and builder allowed us to start the naming process as they built. DORCHA was finally chosen, meaning Dark or Darkness. As a completely blacked-out custom - this fits perfectly. Plus, what better way to claim 'ownership' of the whole competition than to highjack the show title! We created a bespoke font style for the identity based on ancient Celtic scripts and gave it a rough, hand-hammered edge to match the Irish Blood's skull icon. The new DORCHA identity was then hand-painted in gloss black on the matt black fuel tank. Irish Blood went on to pick up a podium place with their bike.

DORCHA Harley-Davidson Custom King Winner

BOXSTER Harley-Davidson Custom King Finalist

CELEBRATING 10 YEARS IN BIKENESS

Dublin Harley-Davidson, Dublin Triumph and Rosso Ducati were celebrating their 10th anniversary and they came to us looking for a way to connect three distinct motorcycle brands and their riders at one event.

Three motorcycle brands with unique brand guidelines each with very different rider/fan communities, all incredibly loyal to his or her chosen motorcycle and lifestyle... this would need a stand-alone generic motorcycle aesthetic which would appeal to all.

Eliminating the brand colours of Harley-Davidson (orange), Ducati (red) etc and using only two colours of navy and cobalt - we could give all print and social media content a very Dublin look.

In simply crossing two wrenches set as a Roman numeral X to symbolise the 10 years in 'bikeness' we were using a very generic, easily-understood motorcycle graphic to unit all riders and all tastes.

Using this device allowed us to communicate directly to each customer group with tailored content - for example; Triumph riders would receive only 'Dublin Triumph X Festival' news and updates, and would not see any mention of the other two partner brands. Individual communications and separate social media event pages ensured each rider or fan would be receiving content that appealed to them.

Sharing only limited 3-way content across all channels meant that each group were subtly informed yet well aware that this would be a combined event.

To announce dates, push information and gather data & feedback for the 3 day event we created a set of 10 'cut & paste' style illustrations. Each highlighting a specific element of the festival, these were shared in the weeks leading to the festival.

At the X Festival itself; at sign-in riders and friends received bespoke X sticker kits, X badges and X tokens for beer & food.

GARGOYLE covered each festival day with live social media updates, photo and film content.

Looking forward to 2027 and the XX Festival!

DUBLIN CYCLING CAMPAIGN

Celebrating 2OO years of the bicycle.

When asked to create an identity to mark this incredible birthday we were amazed to find that no other cycling organisation worldwide had embarked on such a project. We have found some logotypes and graphics elements since we completed this work, but we believe we did it best!

. . .

More project details and event images coming soon...

GOODWOOD FESTIVAL OF SPEED

INFINITI is a company that is always looking forward, for the next big thing. And so for the Goodwood Festival of Speed show we devised the theme INFINITI SHAPES THE FUTURE.

At this year's Goodwood Festival of Speed in the UK, INFINITI debuted a new stand, a new location and customer interest levels exceeding those of even the previous year's successful achievements. Infiniti, currently seeing record sales increases in the UK, welcomed visitors to the "Infiniti Shapes the Future" stand on each of the four days of the festival.

In Goodwood, INFINITI teased its forthcoming models with a glimpse of the Q30 hidden inside a unique Infiniti Q30 'Inspiration Box.' Visitors immersed themselves with an innovative 3D technology that showed the story of Infiniti's design heritage without the need to wear special glasses. The box, which housed a full-size INFINITI Q30 model, illuminated selective aspects of the car by using a series of LED lights to expose the distinctive design.

By tweeting #GlimpseQ30, the light show continued to highlight more of the vehicle by sending a blue LED light across its silhouette. The QX30 Concept and stunning Q60 Concept were displayed behind the box.

"Design is at the heart of everything Infiniti does, and our concept models are famous for their boldness and seductive appeal," said Francois Goupil De Bouille, Vice President for INFINITI in EMEA.

Simon Cox, design director of INFINITI Design London, was on hand to present and demonstrate how the Global Design team develops such outstanding concepts. Other special guests visiting the stand over the weekend included Christian Horner, Team Principal of the Infiniti Red Bull Racing team. Yamauchi Kazunori, the creator of the PlayStation Gran Turismo game, came to see the Infiniti Vision GT. Lord March, the owner of Goodwood House, also toured the stand.

. . .

Thanks to Gramercy Park Studios, London for bringing the INFINITI Designer sketches to life.

HARLEY-DAVIDSON Rider Training Academy

LEARN TO RIDE print collateral and social media campaign.

. . .

Campaign details coming soon...

DR. COY'S - POSITIVE EATING

When DR. COY'S became brand ambassadors for the NISSAN Generation Next programme, they asked us to create an impactful exhibition space to launch their partnership. Using their lead product - their Nutritional Chocolate Bar range - we devised a very simple graphic X image, designed to complement the NISSAN programme branding. 

We also created a set of bespoke livery designs for the DR.COY'S sales team and delivery fleet, based again on their Nutritional Chocolate Bar range, using a different flavour for each vehicle wrap. (We hope to have images of these soon...).

. . .

DR. COY'S are members of the SuperValu Food Academy. They asked us to create a promotional campaign to boost awareness and sales of their Nutritional Chocolate Bars. The Positive Living promotion we created together worked a treat, with SuperValu remarking that the campaign would become a benchmark for future Food Academy members.

. . .

We continue to work closely the DR. COY'S team on a regular basis. We're grateful for their trust in our creativity and also their chocolate samples!

. . .

Currently we're working on a pan-European Ryanair promotion to boost onboard sales for DR.COY'S - more on that soon...