Airfield Estate is a unique 38-acre oasis in the heart of South Dublin that reaches every corner of its local community. Formerly a family owned working farm and estate, it presented a complex brand environment. Following an €11 million upgrade the ambition was to push the boundaries of what an agricultural land campus could achieve, finding innovative ways to use the original family home, gardens and facilities to surprise and delight people of all ages. The business today includes a working farm, restaurants, visitor attraction, community hub, retail, education facilities and wedding and festival venues. Airfield needed a multi-functional brand and brand architecture that could encompass all aspects of the Airfield experience and appeal to a range of customers and markets.
This was a highly complex brand that required a multi-disciplined approach. An immersion exercise looking at the history and legacy of the estate informed a detailed brand study evaluating every aspect of the brand’s effectiveness. We reviewed the relationship between the various elements of Airfield, exploring the brand hierarchy and developing a visual language that captured the essence of the estate and its multi-faceted work across the four key areas of farm, gardens, heritage and food. Working with an existing logo, we developed a brand ecosystem that included a universe of iconography, digital interfaces, suites of print materials from educational programmes through to menus and a comprehensive brand manual and tone of voice guide. All assets were specifically designed to sustain further development as the brand continues to evolve and grow.
Airfield Estate is now a well-known and valued community resource, a successful charitable trust and a much valued local and national educational and social resource with programmes developed in association with St Michael’s House, Camphill and the HSE. Membership and visitor numbers continue to rise and the award-winning retail and restaurant facilities are established as mainstays of the local community.
Airfield Estate has been awarded ‘Best Food and Beverage Experience’ in the Irish Tourism Awards and their work is recognised with a social enterprise flag for their educational and recreational facilities.