SDCC: A new opportunity for South Dublin County Council

The Challenge

Over time, South Dublin County Council’s brand had begun to lose some of its clarity and cohesion. Without a strong guiding framework, it had become harder to maintain a consistent presence across services and communications. Their brand architecture was also disjointed. Core services like Libraries, Parks and even Business weren’t clearly linked back to the Council. Public awareness of SDCC’s work, its impact and scale was fading and, with it, the trust and connection to its people. We were engaged to bring coherence, energy and meaning back to the brand — to reposition SDCC for today and tomorrow, and create a masterbrand that could unite its people, platforms and purpose.

The Solution

We began by crafting a clear, purposeful brand strategy — built around a powerful central idea: Opportunity for all. This guiding thought shaped every element of the identity, ensuring the brand could unite a wide range of services, speak to citizens and staff alike, and meet the evolving needs of the Council.

Visually, we created a bold new masterbrand system built for recognition, relevance and reach. The new SDCC logomark features custom letterforms with the county’s horizon etched directly into the name — a subtle but powerful nod to place. Its urban stencil construction adds strength and character, while a 3D styling gives it depth and modernity.

We reclaimed blue, a colour synonymous with Dublin, and expanded the palette with fresh, accessible tones to add vibrancy across channels. A custom type system, created in collaboration with typographer Bobby Tannam, includes one of Ireland’s most accessible sans-serif fonts, paired with a distinctive display to link back to the masterbrand and add more character.

A dynamic visual system flows from geometric shapes, gradients and a new art direction for illustration and photography; all designed to celebrate the people and places that make South Dublin unique. Delivered through a living digital brand platform, the system is built to grow with the Council and remain relevant for years to come.

We also defined a powerful Employer Value Proposition, helping SDCC attract and retain talent whilst positioning the Council as a forward-thinking, people-first organisation that genuinely cares about who it serves.

The Result

A renewed identity with deep meaning and total flexibility — rooted in place, driven by purpose and ready to grow with South Dublin’s communities.

From street signage to social campaigns, from parks to policy, the system is built to adapt and thrive wherever it appears. The new brand repositions SDCC not just as a trusted civic organisation but as a vibrant, forward-thinking and proud leader of its region. It has reinvigorated internal teams, united public services and created a visual voice that is finally as strong as the Council’s real-world impact.

Launched through an in-house gallery event and short film, the brand has been embraced by staff, agencies and citizens alike — recognised as a long-overdue celebration of the work being done and the people behind it.