- Since opening its doors in 1993, Dublinia has established itself as one of the capitals top visitor attractions, drawing up to 125,000 visitors each year. The re-branding challenge of such an historically sensitive attraction came as part of the €2million refurbishment plan for the centre.
- Working with brand consultant Jim Dunne, the objective was to communicate Dublinia’s visitor experience in an engaging and authentic fashion, appealing to a variety of audience’s not just children and tourists and increase visitor numbers in a consistent and sustainable manner.
- Through creative workshops, active participation and engagement with key decision makers and stakeholders within Dublinia the new brand was developed but before implementation it was first tested by a sample of the target audience and tourism professionals.
- In building the strategy for the brand, focus was placed on the hierarchy of exhibitions and the different aspects of the experience and visitor touch points within it.
- The inclusion of the descriptor, emphasising the experience, along with a simpler logotype gives the brand a credible personality, firmly rooted in the past. Strong imagery and inviting language assist in enticing visitors to the attraction.
- We developed a clearer proposition communicated through a simplified logotype reinforced by a succinct and engaging descriptor. Our brand graphic approach was to create a palette of icons that could be used in an own able and decorative manner and to communicate the breadth of the exhibit’s.
- Implementing clear sign posting towards and at the venue was integral to the success of the brand strategy, providing visitors with clear directions and external markers for the exhibit itself.
- With a refocused direction and a clearer understanding of their brand essence, Dublinia now have a robust & refreshed identity. By using a darker primary colour palette with a stronger, brighter secondary palette the brand has greater visual standout.
- Feedback from research helped to confirm the positioning of Dublinia in the tourism market and provide confidence to the stakeholders about the decisions and direction of the new brand and identity.
