Brand Design
Brand Strategy
Web Design
Web Development
Moo Crew's Full Brand & Website Build
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Project
Overview
Moo Crew is the primary schools education programme run by the National Dairy Council, designed to bring the story of Irish dairy to primary school children across the country. Spanning Junior and Senior Infants up to 6th class, and now extending into secondary, Moo Crew combines lesson plans, activities, and engaging content covering healthy eating, dairy, physical activity, and the environment, supported by the EU-funded School Milk Scheme. Mascot Milly is at the heart of the programme.
Premium Plan
“Collaborate with R22 for Seamless Management of Your Digital Marketing and Web Design Initiatives.”
— Ruth McKenna, Director of Joseph May
02
Key
Stats
02
Challenge
Challenge
Moo Crew needed a full brand identity and website that would resonate with primary school children, support teachers in the classroom, and reflect the importance of the National Dairy Council’s wider work. The brief was about getting the tone exactly right: playful enough for kids, credible enough for teachers, and aligned with the parent organisation.
The focus areas included:
- Developing a brand identity that worked for kids, teachers, and parents
- Building a website that delivered educational content effectively across age groups
- Creating a platform aligned with the National Dairy Council
- Establishing a foundation for the programme to grow with new modules
Brand Design
Brand Strategy
Web Design
Web Development
03
Strategy
Rooftop Twenty Two delivered the full brand and website for Moo Crew, with every decision rooted in the audiences the programme serves.
Brand Identity
- Developed a playful, engaging brand identity built for primary school children
- Established a tone of voice that worked across kids, teachers, and parents
- Built brand guidelines that aligned with the National Dairy Council
Web Design & Development
- Designed a website that delivered educational content in a clear, engaging way
- Built dedicated areas for Junior Infants to 3rd class, 4th to 6th class, and secondary students
- Created a content management system the team could update independently
- Delivered a build optimised for both desktop classroom use and at-home browsing
04
Impact
Moo Crew has a brand and digital home that connect with primary school children, support teachers in the classroom, and reflect the importance of the National Dairy Council’s work in schools across Ireland.