Our challenge was to bring the Brand Identity into the next generation. Fitzpatrick Castle, Killiney, Dublin has been in the Fitzpatrick family for generations and has a long history in hospitality. In recent years, the next generation of the family have taken over (Mark and Joseph Scott-Lennon), and wanted to modernise and simplify the Brand Identity to reflect them and their leadership. The Brand refresh was carefully considered as not to alienate loyal patrons, and to also retain a visual connection to the family crest that has been used for many years and this is widely recognised. We evolved the family crest, keeping the ‘F’ for Fitzpatrick family, and introduced castellations to reflect the hotel being an actual castle. Updating the typeface and removing the word ‘hotel’ were also implemented to arrive at a stylish, crisp and elegant solution. 

Initially, we were contracted to work on the Brand Refresh. This process proved very successful and well received by all stakeholders.  As a result, we were then contracted by the client on a long-term basis to bring the new brand identity to life through designing all internal and external visual communications and collateral. We continue to work closely with the client, to help them implement and update every brand touch point and promotional activity across digital, print, advertising, signage and all other brand collateral.