Paul McLoughlin
Head of Creative based in Ireland
2022-Present
Peninsula
For Peninsula, we reshaped the visual identity of an employment law and HR consultancy. Instead of leaning solely on corporate authority, we built a brand that balanced confidence with warmth, creating a global presence that felt both professional and approachable.
Art Direction
Rebranding
Project Leadership
2024
GLU E-Learning
I led the launch of our GLU eLearning video platform, overseeing all project phases from pre-production to post-production and promotional materials. I developed a modular content system for online training, designed video templates and visual guidelines to ensure consistency, and coordinated with writers and experts to create a scalable solution.
Art Direction
Creative development
Content management
2023
Croí
For Croí, a Wicklow start-up, I turned sustainable, handmade clothing into a brand with presence. Instead of presenting sustainability as a limitation, we built a visual identity that celebrated craft and possibility, giving the founders a platform to grow their vision with confidence.
Brand Strategy
Art Direction
Project Management
2022
Beddies
For Beddies, a family-run Dublin brand, I elevated cosy pet beds into a premium lifestyle statement. Rather than just focusing on comfort, we shaped a visual identity that gave the products presence both in-store and online, securing their place as the go-to choice for discerning pet owners.
Brand Positioning
Visual Identity
Retail Design
About Me
I am a creative leader and art director with 10+ years’ experience delivering brand identity, multi-format campaigns and scalable design systems.
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I partner with founders, marketing teams and designers to turn strategy into production-ready visual systems from brand architecture and templates to photography and video.