Dublin Cemeteries Trust

Brand Strategy, Naming & Architecture
Visual Identity & Guidelines
Brand Launch & Roll-Out

Established in 1828, Dublin Cemeteries Trust operate cemeteries in Dardistown, Goldenbridge, Newlands Cross, Palmerstown and at Glasnevin, which is also a site of significant cultural and historical importance and a major tourist destination.

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Resolving an inherent dissonance for the Trust - as providers of funeral and cremation services alongside heritage, education and tourism activities at Glasnevin - lay at the heart of the re-brand project, requiring sensitivity, insight and craft.

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DesignWorks developed the unifying brand proposition 'Guiding Personal Journeys', a foundational principle for the organisation in how it serves people across all services. The unity of the organisation is further strengthened by the new name Dublin Cemeteries Trust, in favour of the previous ‘Glasnevin Trust’.

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The brand identity is driven by the core idea 'a guiding light', a subtle and unvarying presence throughout the system which acts to unite the cemetery sub-brands and adds warmth to the new design system.

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The brand turns to face an entirely different audience at Experience Glasnevin, Ireland’s National Cemetery, where visitors of all ages and identities are invited to explore and connect with a special past. This divergence is handled with elegance and clarity, supported by characterful messaging and photography that captures the experience.