When people saw the campaign materials, they immediately thought of Catherine Connolly. That was exactly what 26-year-old graphic designer Anna Cassidy aimed for when she created the visual identity for Connolly's successful presidential campaign. The result was a distinctive retro-modern aesthetic that visually set Ireland's new president apart from her opponents, Heather Humphreys and briefly Jim Gavin, ultimately contributing to Connolly's historic victory as Ireland's 10th president.
Cassidy joined the campaign team in July when Connolly's operation consisted of only a handful of people. She submitted sample graphics that she believed represented the campaign's core values of warmth, authenticity, and pride. The team embraced her vision immediately, tasking Cassidy with developing a complete brand identity that would serve as a blueprint for all campaign messaging across public relations and social media platforms.
The inspiration for Connolly's campaign graphics came from traditional Irish shopfront signage, particularly the hand-drawn, familiar lettering found throughout Ireland's towns and villages. Cassidy explained that this aesthetic was especially meaningful given Connolly's Galway roots, noting how similar signage appears throughout the city on pubs, bars, and sweet shops. This design choice connected the fluent Irish speaker with Ireland's cultural heritage in a visually compelling way.
Paul McBride, co-director of Detail design studio in Dublin, praised Connolly's campaign posters when asked to evaluate the candidates' visual materials. He noted that her posters effectively communicated her independent political standing while conveying a strong sense of Irish tradition. The strategic use of design elements successfully differentiated her campaign from the more conventional approaches of her opponents.
The campaign's commitment to Irish heritage extended far beyond visual design into event programming and cultural activities. The team organized a sold-out musical event at Vicar Street called "Ceol for Connolly," featuring performances by iconic Irish musicians Christy Moore and the Mary Wallopers. They also hosted a "Connolly Céilí" at the Button Factory, further cementing the candidate's connection to Irish cultural traditions.
Cassidy's color palette drew inspiration from the Irish flag, incorporating greens and oranges in a subtle way that avoided being overly obvious or aggressive. She also created a custom version of a Celtic knot that became a recurring visual motif throughout the campaign materials. The campaign even collaborated with designer Aoife Cawley, whose work draws from folklore, mythology, and early Christian saints, to create a special commemorative scarf.
This creative vision aligned perfectly with the recent Celtic revival movement, particularly among middle-class young voters who became a crucial demographic for Connolly's success. As a 26-year-old renter herself, Cassidy represented this key voter base. Despite being surrounded by seasoned campaign experts with experience in major Irish political movements like Repeal the Eighth and Marriage Equality, Cassidy said her youth and creative vision were trusted, even when her ideas felt risky.
Cassidy believes Connolly benefited significantly from running a grassroots campaign rather than being constrained by the standardized approaches typically used by major political parties. This flexibility allowed for more creative and authentic expression that resonated with voters. She emphasized that in a political landscape dominated by generic graphics and cookie-cutter party branding, Connolly's campaign stood apart as distinctive, thoughtful, and unmistakably Irish.
In the final days before the election, the campaign team released one of Cassidy's most successful graphics on social media - a design resembling an Irish postage stamp with the message "I'm voting for Catherine Connolly." The stamp graphic proved to be both aesthetically pleasing and highly shareable, contributing to the campaign's social media momentum in the crucial final stretch.
Interestingly, Connolly herself, who has been open about her lack of interest in social media, had minimal direct input in the campaign's visual design. Cassidy explained that Connolly was focused on her core message and relied on her talented team to translate her vision into visual form. The candidate's priority was communicating her political platform rather than micromanaging design decisions.
Connolly's victory came with a record number of first-preference votes, giving her an unprecedented mandate as she prepares to enter office. When asked whether she believes her design work contributed to this historic win, Cassidy responded with cautious optimism: "I hope so. I really do hope so." As for her own future plans, the young designer remains open to possibilities, noting that her deep personal interest in Catherine Connolly made this campaign particularly meaningful for her.
The success of Connolly's visually distinctive campaign demonstrates how thoughtful design can tell a compelling story, carry important messages, and connect with voters on both emotional and cultural levels. Cassidy's work proves that creative vision, when properly aligned with a candidate's authentic message and cultural values, can play a significant role in political success.
