SpeakGaelic is the most ambitious campaign to rejuvenate Scottish Gaelic learning since 1991, led by MG ALBA in partnership with the BBC, The Scottish Government, Bòrd na Gàidhlig and Sabhal Mòr Ostaig (the National Centre for Gaelic Language and Culture).
We worked with various teams on a year-long project on the brand, a design system, marketing materials, and an online learning system.
- Brand & Strategy
- Product & User Experience
- Culture & Social Impact
The biggest challenge was to avoid any Scottish clichés and make SpeakGaelic look new and fresh. The central brand element is a stylised grave accent (ù / à / ì) as a clear and easy to understand entry point into a new but ancient language. The visual system evolves around it in various ways, ranging from direct to playful.
We built an online learning system that is open and free to the public but effectively needs to compete with established apps such as Duolingo. To do it justice, we went through multiple rounds of user interviews, design and technical prototyping, testing and feedback.