Branding + Print + Digital + Environmental
The North Star hotel in Dublin 1 had added a new modern extension to its original structure and had called it The Address. This had created confusion between the two entities and decisions regarding different aspects of the business such as signage and room rates, were difficult to make. Owned by the McGettigan family, along with two other well-known Irish hotels, Kingswood Lodge, Citywest and The Ambassador in Cork, the team approached us with the aim of bringing all three four star hotels together under one name and brand identity.
After visiting each hotel and conducting a strategy workshop with the key stakeholders where we agreed on the brand architecture, it became obvious to us that what made these hotels stand out was the focus on the customer experience. Everything you could possibly want from a stay in a hotel was there at your fingertips with the interiors playing a big part of this experience along with the hospitality of the people. This formed the overall positioning of the hotel collective as an Address like no other. Another little snippet we picked up from them was their commitment to sourcing Irish products and produce, something we felt needed to be highlighted.
Location was another key selling point with each hotel situated either very close to or right in the heart of the city centres. The visual identity plays on each location with a set of parallel lines mimicking each of the hotels’ exact address and area code. Brand language helped link the brand name to the overall proposition and kept it at the forefront of communications.
Each hotel is an eclectic mix of luxe interiors and traditional design pieces all sourced from and crafted in Ireland. Colour and pattern were taken from these existing fabrics and textures and brought to bear on a lot of the implementation items produced. Fonts were chosen from Irish type foundry Signal Type to keep within the homegrown theme and we designed a new roundel for McGettigans Cookhouse as part of the set of graphic elements.
Brand activation included design of signage for all three hotels, web design and all print and digital communications, working with photographer Katie Quinn to capture the essence of this new address in the city and bring it to life.