A logo and ad campaign to promote Dublin as a holiday destination, highlighting the city's lesser-known charms.

2. Think & Son is the name exclusively used when
Annie Atkins and Eoghan Nolan come together
to work on special projects.

3. Eoghan is an award-winning copywriter
and creative director known for his work
with Brand Artillery and as CD of several
major ad agencies.

4. Annie works as a graphic designer
in film and, among other things,
is known for her work with Wes Anderson
(Grand Budapest Hotel) and Steven Spielberg
(Bridge of Spies).

5. In 2015, Think & Son won the project
to design a new logo & line for Dublin.
The client was Fáilte Ireland, the National
tourism development authority.

6. Dublin has long been known as a friendly,
party town associated with history, pubs
and books, music, fun and story-tellers.
Yet for those considering a city-break in
Europe, there are some things about Dublin
that are less well known.
Some Background
_

7. Like the fact that Dublin is on a bay and
surrounded by mountains, so you can get
from O’Connell Street, the capital’s central
thoroughfare, to the seaside or the hills
in under 30 minutes.
Some Background
_

8. Our task was to convey all that wonderful
prospect in a single line and logo.
Some Background
_

9. The line came first. We wanted something
colloquial rather than forced, a form of
words conversational rather than
corporate. It should work on more than
one level, yet be easily understood.

10. That’s how we arrived at:
Dublin. A Breath of Fresh Air.

11. We sought a visual representation
of the line that reflected its meaning.

12. We looked at early Celtic letterforms,
and as Dublin is famous for its Georgian
Squares, we also drew from 18th and 19th
century calligraphy.

14. As Dublin remains a city more artisanal
than industrial, it was important to us
to use hand-drawn letters for the word
‘Dublin’ rather than a standard font.

15. The Swift is a bird that is a regular summer
visitor to Dublin, so we added two for
movement and life.
The arc of their flight is mirrored in the
swoop of the ‘D’.

18. The colours we chose represent
a little nostalgia as well as some
seaside-y innocence.
The logo should look like a holiday.

20. Next, we were asked to create a
tone-of-voice for language around the logo.
Like Dublin, it needed to be irreverent,
playful and subversive.
We defined it as Colloquial, Distinctive,
Contemporary and Upbeat.

21. From that we developed an advertising
campaign that ran in London and is tabled
for use overseas. It also appeared in Dublin
so that Dubliners could see our messages
to potential visitors.

26. Posters on the
London
Underground
_

27. Posters on the
London
Underground
_

30. Luas ads
_

31. 2015 and 2016 saw an all-time high in the
numbers of tourists visiting Ireland and
Dublin in particular.
“The Irish tourism industry has contributed
significantly to the national economic recovery”.
Some Results
_

32. If you haven’t visited Dublin yet, please do.
You’ll be very welcome.

33. Think & Son is a trading name of Brand Artillery Ltd.
If you’d like to talk to Brand Artillery about a project,
you can contact Eoghan Nolan at eoghan@theartilleries.com
or by phone at +353 872655288
Meanwhile, why not follow @brandartillery on Twitter?
More Brand Artillery work in this SlideShare
© Brand Artillery 2016
© Brand Artillery 2017
© Think & Son 2016
© Think & Son 2017
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