GAA a website refresh and brand promotion for the Gaelic Athletic Association globally.

A refreshed brand identity for the Gaelic Athletic Association that reflects both its deep Irish heritage and its growing global presence. As Gaelic Games continue to spread across more than 50 countries, there is an opportunity to modernize the GAA’s web and verbal identity while maintaining the traditions and community values that define the organization. The project aims to position the GAA not only as a sporting body, but as a cultural connector for Irish communities and new audiences around the world.

The GAA is one of Ireland’s most influential cultural institutions. Although it is an amateur sporting organization, it holds a professional level of cultural impact through its strong community network, history, and national pride. Gaelic Games have become an important way for members of the Irish diaspora to maintain connections to their heritage, particularly in cities with large Irish populations such as New York. 

Research revealed that many international clubs operate with varied visual identities and communication styles, creating an opportunity for a more unified global brand. Understanding the motivations of the Irish diaspora, including a desire for cultural connection, community belonging, and pride in heritage, informed the direction of the brand refresh. 

This project introduces a refreshed brand and website identity, designed to clearly welcome players, supporters, and communities into the world of Gaelic Games.

A cohesive visual system strengthens the Gaelic Athletic Association across digital platforms, merchandise, and international clubs. The campaign launches in New York City, home to Gaelic Park and a strong Irish-American community, through a weekend of live matches, watch parties, and branded experiences, including partnerships with Jack Dempsey's Pub. The result bridges tradition with a modern global culture, inviting people everywhere to take part in the GAA’s shared identity.