Johnstown Castle

Brand Strategy
Brand Identity
Brand Guidelines


Johnstown Castle is a vibrant estate and gardens set in acres of stunning grounds in County Wexford. It has flourished through the centuries in many guises; as a family home, a farm and a research centre representing different stages of a rich local heritage.

The Irish Heritage Trust is partnering with Teagasc and the Irish Agricultural Museum to undertake conservation work and develop a new and exciting visitor experience at Johnstown Castle, Estate, Museum & Gardens. Concurrent with this activity, DesignWorks were commissioned to define a brand strategy and visual identity for Johnstown, to support their strategic ambitions, unite their internal stakeholders and engage with new audiences.

The breathtaking Gothic revival castle and beautiful gardens represent one of the grandest country house estates in Ireland - a perfect harmony of built heritage and nature. The visual identity takes inspiration from Thomas Lacy’s ‘Home Sketches’ of 1852, reflecting in literary terms the rich ornamentation of the castle’s architecture, interior decoration and landscape design.

A combination of rich imagery, distinctive typography, iconography and colour unites the various purposes of Johnstown and allows for the consistent application of the new identity. Brand management tools were provided to Johnstown to allow each of their stakeholders - curators, tour guides, gardeners, farmers and cooks - to share the same compelling message with visitors.