Experience Glasnevin

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

Beneath the epic monuments and Victorian gardens at Glasnevin Cemetery lie some of the most significant figures in Ireland’s cultural and political history. We undertook the rebrand as part of a broader organisational change with Dublin Cemeteries Trust, who provide modern-day funeral services in Glasnevin, as well as conservation, education and tourism activities in one of Dublin’s most fascinating visitor attractions. 

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The sensitivities around communicating as a working cemetery and a historic point of interest were acute in Glasnevin, where both offers and audiences converge at the same gate. This divergence of needs is handled with elegance and clarity by the brand proposition ‘Guiding Personal Journeys’ and the resulting visual identity. 

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By aligning visually with the working cemetery, but placing the visitor at the centre of ‘Experience Glasnevin’ and claiming the title of Ireland’s National Cemetery, the new identity is sensitive to the shared purpose of the cemetery whilst differentiated and confident in its visitor offer. 

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The shift towards public and tourism interests is further supported by evocative messaging and photography that captures the experience; delineated digital and social presences; and consumer facing marketing that invites visitors of all ages and identities to explore and connect with a special past.