Creative Inc have worked with Dublin City Council in the creation and roll out of their identity, brand guidelines and the application of the identity.
Following a legislative requirement to change the former name of Dublin Corporation to Dublin City Council and a brand audit which showed poor control and application of the brand which was costing the organisation approximately IR£1M in stationary alone, Creative Inc was employed to rebrand the organisation.
The initial research or brand strategy phase involved a review and mapping of the organisation. Was this a brand that could represent the city of Dublin or was it a brand for an organisation which serves the city? Should the castles be retained or should a new symbol be created to reflect the innovative structural changes that have taken place in the organisation. Internal buy-in was of critical importance if the new brand was to be successfully implemented (7,000 employees).
The project involved design of the new identity, development of brand guidelines, application across all environments (livery, signage, stationery, uniform, all digital formats etc.). It also required buy-in from all the key stakeholders and the successful “roll in” of the new identity to the employees which involved a programme of induction via the use of multimedia and other forms of communication. Currently we are looking to put in place a completely new informational signage system which will give the organisation stronger centralised control of the brand through its public signage.
In 2006, as part of the ongoing process of monitoring the application of the brand, Creative Inc conducted a review of the identity guidelines, and produced the updated Dublin City Council Brand Guidelines manual .
See also / DCC Annual Report 2007