Dublin.ie – Domestic Campaign

Dublin City Council approached us with a challenge; create a digital first identity that encapsulates all there is to do and see in our capital city.

The website Dublin.ie was designed to celebrate the very essence of Dublin; the people, places and pace that make Dublin truly unique as a place to live, work and learn. It’s all about building a vivid picture of a progressive, diverse and multicultural modern European city – and a region teeming with character, and characters. Made by the city, for the city.

A year on from the successful launch of the brand identity and website, the site was enhanced based on key user insights, with a host of new features and improved content. Our task was to devise an outdoor marketing campaign for Dublin.ie targeting their domestic audiences - covering single, young professionals, young families, ‘forty somethings’, Irish students and Irish startups. The communication task was to find common threads across these segments and explore language and imagery within the Dublin.ie brand system.

We developed a messaging and design system for outdoor locations across the city, guided by the key audience motivation to ‘get the most out the city’. Priority locations and artworks were delivered, and a full set of campaign templates handed to DCC – equipping their team with the tools required to respond to promotional opportunities as they arise and deliver a cost effective, consistent campaign with a cohesive voice.