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City Edge Project

A name and identity worthy of an ambitious placemaking masterplan.


Visual Identity

The Challenge

To develop a name, concept and identity for one of the most significant transformational regeneration projects ever undertaken in Dublin, creating a new mixed use and climate resilient urban community.

The Solution

A name and identity to both embody the grit of the area’s industry and urbanity, but equally represented something at the forefront of innovation. Typefaces were chosen for their digital and physical impact, whilst environmental mockups were integral to bringing the brand to life creatively. The project has established a way of connecting to both local and global audiences, gathering much media attention thanks to the ambition of the project.

Image Now worked with us to both establish and launch the City Edge Project as Ireland’s largest and most progressive urban regeneration masterplan to date. Their drive to ensure success matched our ambition as they delivered a brand identity, story and website with an aesthetic and tone of voice that underpins the project’s core values and aims.

Mick Mulhern, Director of Land Use, Planning and Transportation South Dublin County Council

The Results

As well as a €40m profit, revenue growth within the first year of rebranding and several accolades post-rebrand, new financial services grew by 20% and the latest Brand Empathy Index shows An Post in third position behind only the HSE and An Garda Síochána. The organisation was named Company of the Year in the Irish Times Business Awards 2020 and is ranked number 1 in the most reputable companies and organisations in Ireland.