Creating a Destination Brand

Trinity Brand Group was tasked by Fáilte Ireland, the country’s National Tourism Development Authority, to develop a destination brand for the extraordinary town of Killarney, located in the southwest of Ireland’s County Kerry where 250 years ago tourism was introduced to Ireland. We helped them to unpack and define how best to promote Killarney’s unique assets, and created a forward looking, contemporary brand to attract a global audience.

Brand Strategy / Brand Identity / Tagline / Brand World / Digital / Brand Workshops / Brand Training / Market Activation Materials

Overwhelmingly positive results from global visitor research

We first developed brand and creative strategies rooted in the multi-layered and timeless character of the place. “Depth” – a strategy that brought attention to the experience of time spent in Killarney, where every view, every path, every bend in the road, and every conversation with a local will reveal fascinating and intriguing layers. The strategy drove a distinctively atmospheric and immersive look across a cohesive 360° brand world, with choiceful use of visceral photography and a modern, fresh colour palette inspired by the distinctive light and landscape of the world famous Park and it’s lakes.

The new Killarney wordmark’s contemporary crafted styling is accompanied by a symbol built from the letter “K” to represent key pieces of Killarney’s distinctive landscape, providing an invitation to look closely and discover the layers for oneself. And the “More to Discover” tagline seduces visitors to engage even further.

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