About Us
TBF has evolved significantly over the past decade. Originally a spin out from Aisling’s first co-founded company Teamwoodcraft, The Business Fairy began as a consultancy focused on research, marketing strategy, consultancy and content creation. Today, TBF is a design led innovation and strategy consultancy, working at the intersection of creativity, technology and organisaitonal development. With over a decade of experience supporting organisations in Ireland and internationally, we help teams build innovation capability, strengthen digital strategy and design solutions that create real impact. From SMEs to global brands, education providers to public sector bodies, we’ve partnered with hundreds of organisations to shape their strategy for sustainable success. Our work brings together design, creativity and innovation to deliver sustainable, future-focused strategies across business, education and the public sector.
Our Expertise
Our team is led by Aisling Hurley, a design and innovation strategist with extensive experience working across industry, education and public sector environments. Aisling currently lectures on SETU’s MBA Executive Leadership programme in Sustainable Strategic Design for Innovation and has collaborated with Enterprise Ireland’s Technology Gateways, ETBs, universities and a wide range of domestic and international organisations.
Her expertise centres on analysing complex challenges and designing creative, practical and sustainable solutions. With a background spanning digital strategy, content development and audience engagement, she has a long track record of helping organisations think differently and communicate with clarity and impact. She has delivered strategic innovation, design thinking and AI-focused programmes across sectors including pharma, agritech, financial services, technology, education, aviation and manufacturing.
Through our consultancy and programmes, we help organisations build innovation capability, strengthen leadership, integrate AI responsibly and design strategies that support long-term resilience and growth. Our frameworks, including the PBEE™ Innovation Framework, blend design, digital and creative problem-solving, are used in several universities and professional training environments to support the development of future-ready leaders and teams.
Email info@tbf.ie to enquire.
Why Organisations Choose TBF.
Trusted by Industry, Education and the Public Sector
Recognised for Innovation, Learning and Social Impact
Award Winning Innovation & Learning
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Excellence in Learning Awards Finalist 2024 – Best Digital Learning Initiative
Recognised for leadership in innovative, research-informed learning design. -
Content Marketing Awards 2018 – Finalist
Honoured alongside brands such as Paddy Power for creative strategy and digital innovation. -
International Council of Management Consulting Institutes (ICMCI) 2023
Aisling’s AI-for-Digital Marketing case study showcased at the global conference on consulting excellence. -
Ernst & Young Entrepreneur of the Year Nominee – 2011
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Business Person of the Year Awards – 2009
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Small Firms Association Awards – Finalist 2009
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Chamber Enterprise Award – 2008
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Enterprise Awards – 2007 & 2006
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Network Businesswoman of the Year – 2008
Recognised for Creativity, Technology & Design
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Designer & creator of Ireland’s first hologram education system (ETB 2021–22)
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First hologram showcases on TG4 Circom (2022) and the National Ploughing Championships (2022)
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AR Postcard Innovation Project (2017)
Speaking & Industry Thought Leadership
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Design Thinking & AI Integration Expertise
Work featured across academia and industry, including collaborations with EI Technology Gateways, ETBs and enterprise bodies. -
Speaker, Wicklow Craft Foundation Launch – 2023
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Speaker, Energy in Agriculture – 2022
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Irish Content Marketing Awards – 2018
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Speaker, National Women’s Enterprise Day – 2019, 2018, 2011
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Speaker, Comic Con – 2018
Innovation & Research Leadership
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PBEE™ Innovation Framework
A proprietary design thinking framework used in universities, MBA programmes and executive education. -
HEA-Funded Youth Innovation Programme (SPR-X™)
Designed and delivered a national programme empowering young innovators through design thinking, creativity and enterprise skills.
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Design Thinking & AI Integration Expertise
Work featured across academia and industry, including collaborations with EI Technology Gateways, ETBs and enterprise bodies.
Learning & Development Excellence
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Delivered award-nominated digital learning programmes for industry and education.
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Designed executive learning for MBA, leadership and skills development across universities and Skillnets.
Social Impact & Community Innovation
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Over €40,000 donated in pro bono innovation and digital capacity-building projects
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Over €26,000 raised for the Irish Injured Jockeys through the Corinthian Challenge
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Supported 11+ charities with digital strategy, research and training
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Ongoing contribution to STEM, STEAM and LGBT community initiatives
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Youth innovation delivery via Young Social Innovators and the HEA-funded SPR-X™ Programme
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Support for TY enterprise and startup mentoring, especially for underrepresented and early-stage entrepreneurs
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Corporate Social Responsibility
Social responsibility has been a core part of TBF since the beginning. We believe that design, creativity and innovation should be used to strengthen communities, support those who are underrepresented and create opportunities for people to thrive. Over the past decade, we have contributed more than €40,000 in pro bono projects, supported youth development programmes, empowered charities through digital training and helped raise over €56,000 for crucial initiatives including the Irish Injured Jockeys Fund.
Our CSR work spans youth innovation, female entrepreneurship, inclusion, digital upskilling, charity capacity-building and community-focused innovation. These initiatives are not add-ons — they reflect who we are and how we engage with the world.
Youth & Education
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Young Social Innovators – Elevate Specialist Advisor (since 2017)
Supporting young people across Ireland to develop creativity, confidence and problem-solving skills to address social issues. -
Transition Year & SEP Programmes
Providing ongoing mentoring and innovation support to secondary school students exploring entrepreneurship and design challenges. -
HEA-Funded SPR-X™ Youth Innovation Programme
Co-designed and delivered a national innovation programme helping young people apply design thinking to real-world problems.
Empowering Charities & Non-Profits
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Supported 11+ charities including Tipperary Rape Crisis Centre, Cuisle, Circle of Friends, The Cuisle Centre and Knockanrawley Resource Centre.
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Delivered digital capability training, capacity-building workshops and pro bono projects to strengthen visibility, fundraising and operational impact.
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Developed campaigns such as #LightForSixteen, building public awareness around vital social issues.
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Championing Female Entrepreneurs & Startups
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Provided mentoring, training and pro bono support to 10+ startups, particularly those focused on social good and female entrepreneurship.
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Supported school innovators such as No Limits, creators of inclusive children’s books featuring heroes with disabilities — including securing media opportunities.
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Helped early-stage entrepreneurs become investor-ready through research, branding, and innovation strategy support.
Community & Social Innovation Initiatives
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Contributed pro bono time to national campaigns such as #TogetherForYes and awareness work supporting STEM, STEAM and LGBT communities.
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Ongoing involvement in sustainable design and inclusive innovation initiatives at local and national levels.
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Major Fundraising Impact
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Partnered with Heather Heffernan on the Corinthian Challenge, donating services, strategy and resources contributing to over €26,000 raised for the Irish Injured Jockeys Fund.
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Our CSR and social impact work reflects our belief that design, innovation and learning can drive positive change. We remain committed to supporting communities, empowering young people and contributing to a more inclusive and sustainable society.
Innovation
Design Thinking
Strategy
Training
Create
Stay ahead of the Curve. Innovate with Confidence.
Address
Teamwoodcraft House, Ballybrittas, Co. Laois.
R32 H9F2
Phone Number
(+353) 85-856-4627