Related Projectss

Dublin Cemeteries Trust

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

At the heart of the re-brand project for Glasnevin Trust lay an inherent challenge: How to communicate the Trust’s role as both provider of modern-day funeral and cremation services; and custodian of the centuries-old cemetery in Glasnevin, a site of historic cultural significance and a major visitor attraction. (See Experience Glasnevin)

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The dissonance between funeral and tourism roles was particularly acute in Glasnevin itself - where both offers and audiences converge at the same gate - and the project required sensitivity, insight and craft. We worked with the leadership team and gathered inputs from across the organisation to define a shared, credible and experience-focused proposition: 'Guiding Personal Journeys'. 

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The unity of the organisation is further strengthened by the new name Dublin Cemeteries Trust, a legacy title from their foundation under Daniel O’Connell, which better encompasses all five of their locations and enhances the positioning as Ireland’s largest community of cemeteries and crematoria, at the leading edge of evolving funeral traditions and innovation in the field.

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The visual identity links directly to the proposition with an ever-present ray of ‘Guiding Light’ conveying a sense of serenity – while providing a subtle yet consistent presence across the locations, services and brand marks.