I worked with Red Dog on a re-invention of Elm Park Green, an important commercial and residential campus along Dublin city’s sweeping south bay
The location is second-to-none: right by the coast, within easy access of Dublin’s bustling city centre yet within sight of the Wicklow Mountains. The campus, meanwhile, is a vibrant self-contained space for living and working. This contrast gave birth to the new endline ‘A city outside, a world within.’
The campus features a powerful, imposing eight story building which faces the sea. Originally built as a hospital or hotel, since being bought by Starwood Capital Group, it has been repurposed as a state-of-the-art office building, so it needed a new name, a name that captured something of its timeless solidity, its sense of safe haven. We explored many options but one name kept recurring:
a conspicuous object on land, visible from the sea, serving to guide or warn mariners, as a beacon.
It just felt right.
Red Dog based the visual identity around a Gary Coyle image. They created a beautiful brochure and deservedly won in the IDI Awards 2017, Design for Print.
Agency: Red Dog