Shaping the way we live – OLD [delete]

New Market Yards inhabits the inner Dublin neighbourhood of The Liberties, with a design aesthetic that draws from the area’s artisanal heritage. It is leading the way in a Build to Rent market that goes beyond rental – to create a destination designed around its residents’ lifestyles. Working in collaboration with Bain Capital and Carrowmore Property, Rowdy Studio created a brand for New Market Yards to do justice to its distinctive character and offering.

Strategy
  • Naming
  • Positioning
  • Messaging
Design
  • Visual Identity
  • Iconography
Activation
  • Soft Launch Website
  • Brochure
  • Floorplans
  • Wayfinding

A new destination

At the heart of our brief was a positioning for New Market Yards that could connect the history of craft & industry in the Liberties with its modern status as one of Dublin’s most desirable neighbourhoods.

Alongside demographic and cultural research, we held interviews with creative collaborators including architects and interior designers to understand the broader experience and materiality of the scheme.

The result is a brand platform that celebrates different perspectives in an evolving neighbourhood and acts as a curator. At its centre is the vision to establish a new destination founded on community spirit, for the makers of tomorrow.

Space, support and structure

To translate this vision into a brand identity, we took inspiration from the eclecticism and character of the area’s architecture. Our ambition is a sympathetic and confident expression that builds on the area’s heritage.

The graphic shapes echo the interior architecture features that are reiterated throughout the building in different materials, recalling the ‘Y’ for Yards. This represents the space, support and structure for the community it houses.

To reflect New Market Yards’ premium offer, black & white are the brand’s primary colours, supported by a vibrant palette that provides variety and standout. It incorporates textures brought through from the environment to tie it into the physical space.

Just the beginning

To spark early interest from New Market Yards’ audiences, we established its presence with a soft launch site, brochure and on-site marketing materials. This includes a ‘meet the neighbours’ feature, which introduces the area from the perspective of local voices.

As we countdown to launch, Rowdy Studio is developing the full website and a campaign.