Airfield Estate

Multi-functional Brand Strategy

Airfield Case Study

Brand Strategy

Airfield is not just a beautiful place with a remarkable history, it is a social and charitable hub, investing in people and initiatives that reach every corner of our community. and needs a strong mufti-functional brand to thrive.. A mufti-functional brand requires a carefully crafted brand strategy and innovative thinking.

Airfield is a highly complex brand with restaurants, stores, events, weddings, camps, festivals and memberships combined with a wide range of courses and programmes as well as daily activities which include milking, farm animal feeding, egg collection, heritage tours, garden walks, food growing and harvesting. It reopened in 2014 after an 11m upgrade and the 38-acre estate has pushed the boundaries of what agricultural land can achieve, finding innovative ways to use the original family home, gardens, and award-winning restaurant to surprise and delight people of all ages.

Brand Development

 

• Brand Exploration, Essence and Positioning

• Brand Comms - Print, ATL and Online

• Creative Development

• Marketing support and consultancy

Airfield tone of voice

Brand Extension

Airfield Brand Extension

Brand Audit

Airfield invited us to do to a detailed brand study that evaluated every aspect of the brand’s effectiveness. We prepared an extensive document that explored the relationship between the various elements of the estate and proposed a visual language that provided clarity around the four key areas of farm, gardens, heritage and food. We then set about introducing a more natural, friendly and cohesive brand ecosystem and devised a series of assets that could be developed as the brand lives and grows.

Airfield's home style illustration

Print Brand Communications

Print Brand Communications

Digital Brand Communications

Digital Brand Communications

Results:

Airfield Estate has been a success at every level and visitor numbers have exceeded all targets and expectations. Overends Kitchen and Food Festivals have become pioneers in sustainable dining and the social programmes have grown to include organisations such as the HSE, St. Michael’s House and Camphill.

Airfield won “Best Food & Beverage Experience” at the Irish Tourism Industry Awards, recognising the unique educational aspects of Airfield’s visitor experience and over 134,000 visitors participated in the wonderful educational and recreational activities, including heritage, farm, gardens and agricultural festivals.

Block D, Iveagh Court, Harcourt Street,
Dublin 2, Ireland
+353 (1) 660 4177

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