As monuments to safety and technology, Ireland’s lighthouses are places of beauty, history, drama and nature. Designworks were appointed to create an identity for the ‘Great Lighthouses of Ireland’, an all-island tourism initiative developed by the Commissioners of Irish Lights.
While acknowledged as being a tourism brand, a key requirement for the project was to increase understanding amongst the visiting public of Irish Lights – with their commitment to safeguarding seafarers as relevant now as it was 200 years ago.
The positioning, developed by Genesis of “Ireland’s breath-taking elemental experience”, laid the foundation for our creative process. A rich narrative of past and future is woven into the brand identity, and themes of light, beacons and discovery are interlaced within the mark, producing shards of colour and layers of intrigue. What could have been a heritage-based tourism icon became something much more contemporary, relevant and striking.