Every year, up to 125,000 visitors throng through Dublinia’s Viking Doors to discover what life was like in Dublin before the Rare Old Times. RichardsDee were invited to lead branding history in Christchurch. Our challenge was to re-envision the past, to enliven it afresh, and most importantly to maintain the centre’s unique character while telling the Dublinia story in an exciting and engaging way. It was time to reframe our own views of history… In rising to the aesthetic and creative challenge, we never forgot the underlying commercial reality:
Branding history by refreshing a visitor experience in a way that would result in a consistent and sustainable increase in visitor numbers.
We created solutions that elevated each of the three core areas of the visitor experience – Medieval Life, Viking World and Dublin Archaeology. Along with brand consultant Jim Dunne, our dramatic visualisations delivered a more robust identity along with a descriptor that emphasised the experience. It was strong, it was standout, it was authentic and inviting. Above all, our solution was successful. Even in the hardest years for tourism, Dublinia consistently increased its footfall. History was coming home.