Coolgrey, a Cork-based design studio that began as a modest print shop in 2002, has transformed into one of Ireland's most ambitious creative agencies, serving clients ranging from local theater companies to global pharmaceutical giants. Founded by friends Justin Cronin and Anthony Cotter as a hybrid design-and-print venture, the studio originally aimed to deliver complete brand solutions from identity creation to final production under one roof.
For nearly two decades, the duo worked closely with local small and medium enterprises, many of which they watched grow from regional businesses into national and international success stories. However, the COVID-19 pandemic prompted a strategic pivot that would redefine the studio's trajectory. During this period, Coolgrey brought in creative director Kieran Rigby and refocused their practice around brand design as their core offering.
"Coolgrey was born out of necessity in 2002," explains Rigby. "The guiding principle remains the same: always deliver more than is expected." This philosophy of exceeding client expectations has become the foundation upon which the studio continues to build its reputation and expand its reach.
The studio's culture is built on three fundamental values: ambition, drive, and positivity, which Rigby says are integral to the daily operations of everyone who works there. "We as a team are always looking to push our clients and ourselves to do something new and exciting, but also focused on developing the company as a whole," he explains. This commitment ensures that all clients, regardless of size or budget, receive the same level of energy and attention.
"I want people to come to us with the knowledge and understanding that what we produce for them we will stand over, confident that we are putting our best foot forward," Rigby adds. The studio prioritizes making creative conversations the highlight of a client's working day rather than just another routine meeting. Their approach is guided by a simple but effective philosophy: "A wise man once said, 'Don't be an arsehole,' and we stand by that," says Rigby, noting that this straightforward mantra is particularly welcome in an industry that sometimes takes itself too seriously.
One of Coolgrey's most distinctive services is workspace branding, which goes far beyond simply placing logos on walls and reception areas. The service involves helping clients create environments that authentically embody their company values without overwhelming the people who use these spaces daily. "We use the phrase 'under-branding' quite a bit here," Rigby explains. "No one wants to be sold to on a day-to-day basis, especially in a company where they work."
This philosophy was perfectly exemplified in their work with Nordan, a Norwegian doors and windows company. Despite the company's primary brand colors being strong yellow and red, Coolgrey made the deliberate decision to use neither color in the interior spaces. "The tone they want to set is one of high-end quality and richness. Yet it still needs to align with the overarching brand and identity," Rigby explains, demonstrating how effective branding sometimes means knowing when to hold back.
Coolgrey's impressive client roster spans from beloved Cork institutions like The Everyman Theatre to multinational corporations such as Johnson & Johnson. For Rigby, the scale of the project matters far less than the quality of the relationship built with each client. "We take every project on a case-by-case basis and have found that people are people. They all have something they need help with," he says.
"Granted, budgets can dictate what is realistic, but there is always a way to work at different scales and speak to companies at every level," Rigby continues. This human-first philosophy has enabled the studio to thrive in both local and international contexts, focusing less on chasing prestigious clients and more on showing up when needed with the right team for each specific challenge.
Behind the scenes, Coolgrey operates with a carefully assembled cross-disciplinary team that includes designers, print producers, project managers, illustrators, and motion graphics specialists. This diverse skill set allows the studio to take on virtually any creative challenge with confidence. "It means that we do not fear a challenge, and because the outputs are crafted and finessed, it allows us to think creatively while knowing we can physically make it happen," says Rigby.
"Creativity done in anxiety shows. Just like cooking a meal in a panic, people notice," he adds, emphasizing how the studio's comprehensive capabilities allow for stress-free creative exploration. This nimble and diverse team structure is clearly reflected in their varied portfolio, which includes everything from wrapping entire buildings in vinyl for The Brasserie to designing sophisticated showroom interiors and developing long-term brand identities.
When asked about standout projects, Rigby immediately points to Cork Rocks for Rory, a celebration honoring legendary guitarist Rory Gallagher. "In Cork, Rory Gallagher represents not just music but an entire generation of people, and to be trusted with shaping the identity of a global icon was a real honor," he recalls with evident pride.
The comprehensive visual identity they created spread across multiple touchpoints, including event graphics, posters, video and animation content, exhibitions, and even a city-wide walking tour called Stompin' Ground. The project's impact was immediately visible, with fans traveling from around the world to participate while locals embraced it as an important piece of cultural history. "The project not only celebrated Rory Gallagher's legacy but also established a brand that can continue to grow year after year, honoring Cork's heritage on a global scale," Rigby explains.
Throughout Coolgrey's portfolio, there's an intentional balance between high-end refinement and an approachable tone, which Rigby acknowledges is as much a business strategy as it is a creative showcase. "You want to do your best work and show the best of everything you do, but that means you could scare off potential clients who feel you are out of their budget," he explains.
The studio actively resists the temptation to pursue only high-budget, prestigious projects. "We really want to work on a range of different areas and scales, mainly because it keeps us sharp and in tune with design," Rigby says. "No creative I have met wants to get stuck in a monotonous project with no end in sight," he adds, explaining why variety is essential for maintaining both creative excellence and team satisfaction.
Despite the digital transformation of the design industry, Coolgrey continues to champion the enduring value of physical print materials. With their roots firmly planted in print production, the studio maintains this focus by actively demonstrating its worth to clients. "We maintain it by showing it. We talk to people about its value, that while digital access and experiences have their place and are essential for so much of today's world, you cannot experience a physical artifact in the same way," Rigby explains.
This commitment to physical materials benefits both staff and clients, ensuring that the results of their creative work extend beyond screen-based experiences. The tactile quality of print work provides a different kind of satisfaction and creates lasting impressions that digital mediums often cannot match.
Many of Coolgrey's clients have maintained relationships with the studio for years, and in some cases, even decades. Rigby attributes this loyalty to a combination of trust, transparency, and mutual curiosity. "We have built business partners, collaborators, friendships, and clients through how we speak, act, and deliver," he says.
"What keeps things creatively exciting is knowing that they will let us throw anything at the wall and challenge the way we all think," Rigby continues. When clients bring their own passion and willingness to experiment to the partnership, it creates an environment where both parties can push boundaries and develop better creative solutions.
Looking toward the future, Rigby laughs when asked about long-term plans: "A huge question, but I'll give it a go!" He points to the significant evolution the studio has undergone over the past five years, from redefining its brand persona to shifting the balance of its service offerings.
"I see Coolgrey growing not necessarily in scale, but in quality and demand. Keeping small allows us to pivot and adapt to an ever-changing design landscape," he explains. While emerging technologies are always on the studio's radar, they're not rushing to jump into every new trend that appears.
"The tech landscape is so broad at the moment that it is difficult to justify investing significantly in one specific area, but working with experts in those fields is likely how we will approach it," Rigby says, suggesting a collaborative approach to technological advancement rather than trying to master every new tool in-house.
Despite its growing global reach and international client base, Coolgrey remains proudly rooted in Cork's creative community. The studio's story is as much about contributing to the city's cultural life as it is about brand strategy or print craftsmanship. What becomes clear through their work and philosophy is that Coolgrey has become an integral part of the local creative fabric, shaping events, spaces, and identities that create ripple effects extending far beyond county lines, while maintaining the authentic Cork spirit that originally defined their approach to design and client relationships.
