Brand Dublin (The Stone Twins)

The Stone Twins Brand Dublin: Identity Proposal20.03.15

© The Stone Twins 2015

Challenge

We need to overcome the barriers to Dublin in terms of it not being on the radar, being seen as dusty and old-fashioned and also that there is not enough to see and do while here. We need to communicate that Dublin is a vibrant, modern European capital with a rich heritage and a thriving cultural scene. We need a uniformed approach to marketing so that all (stakeholders, service providers, etc.) are on message, working together to promote Dublin.”

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Ref: Brand Dublin Design Brief


Objective

To create an encapsulating Brand Identity for Dublin to communicate the proposition in a way that is inspiring and memorable. To develop a unique identity and personality that is different from all our competitive destinations and rings true to what Dublin has to offer. This brand identity and the subsequent marketing communications material/campaign can be used to significantly improve the perception of Dublin as a tourist destination for short holiday breaks, among a number of key market sectors.”

“

Ref: Brand Dublin Design Brief


Brand Proposition

The vibrant capital city bursting with a variety of surprising experiences - where city living thrives side by side with the natural outdoors.”

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Ref: The Grow Dublin Taskforce (GDT) Report 2014

Our Approach

City Branding has transformed cities into ‘destinations’. Cities that all proclaim that they are the best and they love you.

The same marketing and image-making gimmicks areused, resulting in a bland and indistinct environmentfor tourists or business visitors. Cities speak the same language and employ the same puns (e.g. I AMsterdam,I❤NY, cOPENhagen, I sLOVEnia, BElfast). If thebrand process begins with “a desire to be extraordinaryand a bit like I❤NY”, then predictably, every city turnsout to be “extraordinary and a bit like I❤NY.”

Same comes as standard. Let’s depart from same.



City Marketing BrandsMany cities employ the same strategies, the same graphic puns, the same slogans.

The Competition

Our thinking

Cities are not merely buildings, monuments or destinations. Cities are defined and energised by their inhabitants – and the heartbeat of Dublin is its people.

Dublin’s people ooze with empathy, wit and warmth.They have an understanding for hospitality that’s from the heart (not a marketing department). Dubliners share alove of language, and are rich in colourful verbal expression.

Unsurprisingly, Dublin is synonymous with many of the most influential and innovative writers in the English language. Literature is very much a living part of the city, and language is one of the main tools for living.


Our thinking (continued)

Dublin is a city of contrasts. A place of contradictions. It is city, but also countryside and coastal. Dublin is traditional/old and vibrant/new. It is cold chilly streets and warm welcoming cafés. Dublin is the quietness of a strollin Killiney, as well as the boisterous energy of Temple Bar.

These contrasts make it difficult to encapsulate Dublin.Yet, they are things that give Dublin its unique character.

There is no singular impression of Dublin.Dublin is multifaceted. Dublin is different.


Our concept

Dublin’s identity is one of contrasts.

Let’s visualise Dublin’s identity through a dynamic logotype that is executed in multiple typefaces.

Let’s verbalise Dublin’s identity by employing an array of engaging and vibrant Dublin expressions.


Brandmark

Our proposed brandmark for Dublin is a logotype composed of different typefaces.This stylistic approach expresses the eclectic, random and free-spirited essence of Dublin.(See appendix on page 26).


Slogan

The slogan “Dublin’s Different” encapsulates the contrasting aspects of Dublin.However, we recommend that this slogan is only employed for the initial launch, and as an internal driver for the strategic vision. See page 16.



Launch Video

Conceptually, we envisage a film that celebrates the contrastingaspects of Dublin, such as City/Country, New/Old, etc.

CITY

NOISY

COUNTRY

TRANQUIL


Launch Video (contd.)

Alongside words of contrast, we will see a mix of typical Dublin sceneswith unexpected vignettes (showing the different/new side of Dublin).The clip will be punctuated with the tag-line “Dublin’s Different”.

ACTIVE PASSIVE



Brand Launch

Light spectacular along Dublin’s famed waterfront. In the contextof the Convention Centre (and economic development marketing),one can see how the slogan represents more than a tourist destination.

Slogan

We believe that Dublin cannotbe articulated under one slogan.

Let’s harness Dublin’s rich verbaltradition and employ multiple slogans (based on well-known Dublin expressions).This approach will result in a more authentic, engaging, memorable and charming brand.


Local Campaign

Let’s use colourful Dublin expressions voiced by proud local people.It will be a campaign to engage, empower and inspire.


Local Campaign:These lively Dublin expressions will build anticipation and intrigue in the campaign.


Merchandise

As “Dublin’s Different”, then we propose thatall the merchandise is simply surprising andfun. Bespoke slogans for different items.



Since “Dublin’s Different”, let’s create merchandise that employs an array of lively, engaging and inspiring Dublin expressions.Bespoke text that works in context, or on particular items.

Merchandise


Merchandise

All merchandise will be tagged with the umbrella brand expression “Dublin’s Different”.


In this example (for city bikes), you can see our proposal to createbespoke or customised messaging dependent on context. Nowadays,a compelling brand identity needs this attention to detail to succeed.

Local Branding


As the identity of Brand Dublin is rolled out, many applications will simply employthe Brand Dublin logo and the specific colour blue (there is no need for distracting slogans).

Third-Party Usage


Local organisations will embrace and be proud to be part of ‘Brand Dublin’.Part of this process requires the consistent and strict management of the visual identity.

Third-Party Usage

Appendix



We propose that there are several alternative versions of the Brand Dublinlogo. Although different, these marks are all unified in visual language -and show Dublin in a manner that is equally inspiring and memorable.

Appendix: Brandmark(s)


Appendix: Slogan

We foresee several different graphic expressions/executions of the slogan “Dublin’sDifferent”. This compliments the stylistic approach set by the Brand Dublin Logo.

DUBLIN’S DIFFERENTDUBLIN’S DIFFERENT

DUBLIN’S DIFFERENTDUBLIN’S DIFFERENT


Slogan

The Beginning?

Thank you.

The Stone TwinsAmsterdam.

© All text and ideas remain the copyright of The Stone Twins.All images are copyrighted and property of their respective owners.

© The Stone Twins 2015 - All intellectual property reserved - 20.03.2015

Brand Dublin (The Stone Twins)

Marketing

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perception of dublin

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city of contrasts

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brand proposition

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