Understanding organisations

Brand and Design

management consultancy

Brand Consultancy and brand strategy is the long-term planning and definition for the development of brands in order to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments.


This work includes research and development, analysis and planning, the development of marketing and brand communications strategies, the development of brand assets (e.g., naming, model, design brief, personality or character, story, messaging and tone of voice voice) and writing of guidelines to support brand assets - to ultimately manage the reputation and differentiation of the brand.


Case studies of projects provide  insights into the business issues addressed through brand and design strategies. Includes links to designworks.ie for visualisation and brand implementation


Design Management is the application of the process of management to the processes of innovation and design.

Design Management is a new and exciting discipline of growing influence in the world of business.


As a graduate of the University of Westminster MBA Design Management Programme, Martin Gaffney combines and applies an understanding of management principles to a wide variety of design management problems and issues in a range of local, national and international organisational settings.

Martin Gaffney is a Design and Brand Manager. He holds a MBA Design Management from the University of Westminster London (2000) and an Advanced Diploma in Visual Communications from the College of Marketing and Design Dublin (1982). Martin was founding partner of Designworks in 1983 and from the outset he fostered a design culture which combined an illustrative approach with strong typographic principles, innovation through design and identity design systems. Over the years, he has held the positions of Managing Director, Creative Director and Client Services Director. Since 2009 he is the Design and Brand Management Consultant for Designworks.





Since his graduation as the first MBA Design Management Graduate in Ireland in 2000, Martin has developed an expertise in the strategic management of design in the development of brands, specialising in brand research, proposition development, strategic implementation and management.


Martin directs the strategic development of brands, working as the lead researcher, facilitator and strategist with client teams. His ability to interview and present at all levels of corporate management ensure that synergy is created throughout the project lifecycle among the brand owners team.


For over three decades Martin has worked with a diverse array of private and public clients locally, nationally and internationally including; the Department of Taoiseach, Tourism Ireland, Bank of Ireland, Fáilte Ireland, Shannon Airport, SuperValu Centra, Cavan County Council, NSAI, Kilkenny City Council, Offaly County Council, Thurles Centenary Co-Op, Comhaltas Ceoltóirí Éireann Ireland, Britain and North America and Brown Thomas, amongst others.

Martins skill set includes:

  • •Specialist knowledge and experience in brand development and organisation change management
  • •Ability to develop Brand strategy and models that support strategic business objectives
  • Researching national and international trends and patterns of user and consumer motivation.
  • Planning and delivering brand workshops
  • Engaging with senior stakeholders, all levels of management and organisation
  • Conducting interviews to gain further insight for brand development (with stakeholders / clients / customers )
  • Brand deployment strategy across communications, environments & behavioural culture
  • Information and data visualisation
  • Determining market positioning
  • Consulting on brand launches, change management and communications planning
  • Knowledge and skill in all aspects of Visual Communications
  • Establishing brand standards and auditing visual identification
  • Conducting research in best practice marketing, design and brand trends
  • Expert in the measurement of brand value and effectiveness
  • Experienced in planning brand across all media


+353 86 2501 791



16 Oakdown Road,

Dublin D14 Y593, Ireland

FIDI. Fellow of the Institute of Designers in Ireland. © 2021 Martin Gaffney. All Rights Reserved


Space for Culture

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