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Chapter Four: Case Studies
PROJECT:
Rebranding for Dublin Chamber
of Commerce
CLIENT:
Dublin Chamber of Commerce
INTENDED AUDIENCE:
members and potential members
CREDITS:
Dara Creative
ONE BANNER, MANY FACES
In order for Dara Creative to build a new brand for the Dublin Chamber of Commerce,
it needed to re ect the chamber’s extremely diverse membership and project an
image of a vibrant, progressive, and dynamic organization. To accomplish this, Dara
Creative relied on several forms of research.
Uncovering Existing Problems
By reviewing existing
Dublin Chamber print
materials, Dara Creative
found inconsistencies
in logo usage that were
adversely affecting the
visibility and image of
the organization. This
helped strengthen the
case for a new logo
with clearly defi ned
parameters for its use. Combining a literature review with competitor analysis
laid the foundation for a focused approach.
A Helping Hand
For this project Dara Creative worked with a marketing research company
(Brand Dynamics) who sent questionnaires to staff and members of Dublin
Chamber of Commerce to identify issues with the existing brand and pinpoint
values that the new brand identity should convey. What they learned was that
chamber members saw the organization as a trustworthy business leader that
provides valuable lobbying and networking services. Moreover, those surveyed
suggested a modern brand refl ecting the Dublin Chamber’s progressive status.
Our research was
invaluable in more
clearly identifying
the clients needs.
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A Designer’s Research Manual
C
In response to this input, the design team began building an uncluttered logo
that emphasized Dublin, its culture, and its history.
Shaping a Solution
Dara Creative then used Web-based research of other chambers of commerce
throughout the world to analyze the quality of their branding in comparison with that
of the Dublin Chamber. This gave the designers solid background knowledge of the
market, and identifi ed how the Dublin Chamber was positioned.
A Compelling Direction
“Our research was invaluable in more clearly identifying the client’s needs,” said
Brian Maher of Dara Creative. “The client wanted to portray the chamber’s valuable
commercial history but also its vibrancy in the present and future. It wanted to be
seen as a progressive and infl uential communicator, providing invaluable networking
and lobbying services.
The new brand identity refl ects the city and the rich traditions of the Dublin Chamber
and its members. The brand features a castle, a spire, and a bridge. The castle,
which is situated in the heart of south Dublin city, was chosen as a representation
of the chamber’s wealth of knowledge and experience. The spire sits in the north city
and represents future progression—the key need for the new logo as identi ed by
research fi ndings. The bridge is the uniting element, capturing the networking aspect
of the Dublin Chamber.
The initial research was a very in uential factor in the success of the fi nal mark. “The
survey results indicated that the focus of the new brand should be on Dublin—and
hence provided a valuable starting point for the designer,” said Maher. “The brand
values indicated that the fi nal brand should be youthful and energetic—traits which
are incorporated in the fi nished product.
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Chapter Four: Case Studies
Below
Research indicated that Dara
should place the focus of the
brand on the city of Dublin
while refl ecting a fresh, youthful
outlook. Summative review,
conducted in the form of a client
satisfaction survey, reinforced the
success of the project.
Right
Dara Creative used surveys to
better understand the client’s
needs and to inform their
redesign for the Dublin Chamber
of Commerce. The new identity
refl ects the traditions of the
organization while promoting an
energetic and forward-thinking
approach. The castle, situated
in the heart of south Dublin
city, symbolizes the Chamber’s
wealth of knowledge and
experience. The spire, situated
in the north, represents the
future. The bridge captures the
networking focus of the group.
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