Dublin Central Suites: Luxury Accommodation Within Reach
Situation: Positioning Luxury Self-Catering Apartments in Competitive Dublin Market
Dublin Central Suites owns 22 self-catering apartments in central Dublin for both leisure and business guests. The Dublin accommodation market is competitive, with numerous hotels and apartments vying for attention. The challenge was creating a brand identity that would communicate luxury and quality while remaining accessible to both casual tourists and seasoned travelers.
We approached the project from a heritage point of view, as the founder of DCS comes with a ton of experience and credentials. The whole brand strategy centers around the idea of making luxury accommodation within reach of casual tourists as well as the more seasoned travelers.
Task: Create Brand Identity That Makes Luxury Accessible
The challenge required:
- Luxury positioning: Brand identity that communicates luxury and quality
- Accessibility: Remains accessible to both casual tourists and seasoned travelers
- Heritage communication: Leverages founder’s experience and credentials
- Market differentiation: Stands out in competitive Dublin accommodation market
Action: Strategic Brand Development
Brand Identity: The Concierge Key
After several rounds of design concepts, the client finally settled on the design seen above with a concierge key as the central hero of the logo design. The typography of the logo is quite interesting, utilizing 3 different font treatments to bring about a marriage of luxury and modernity.
The concierge key works as a symbol because:
- Represents service excellence: Personalized service and attention to detail
- Suggests access: Exclusive access to Dublin’s best locations
- Connects to heritage: Traditional hotel service standards
- Appeals to modern travelers: Contemporary design approach
Stationery Design: Premium Touchpoints
Once the logo design was nailed down, we extended the beautiful look and feel to the stationery and business card design by utilizing black and white backgrounds and gold foil embossing to achieve a high-end look. This approach ensures that every touchpoint—from business cards to letterheads—reinforces the luxury positioning while maintaining accessibility.
Website Design: Elegant Booking Experience
The next challenge was to create an elegant website that integrated with the SiteMinder booking system to enable users to not only review the various rooms, features, facilities, and rates but also to be able to check availability and make reservations with a seamless and elegant process flow.
We created a stunning website design that leans more towards the modern end of the spectrum with the use of bold images, strong modern fonts, and lots of white space. Using techniques such as parallax images, custom iconography, and multiple fonts, the whole experience of the website is one of sophistication and elegance.
The website successfully balances:
- Visual appeal: Bold images showcase the luxury apartments
- Functionality: Seamless booking integration with SiteMinder
- User experience: Clear navigation and intuitive booking flow
- Brand consistency: Visual language matches the brand identity
Result: Brand Identity That Makes Luxury Accessible
The brand identity we created for Dublin Central Suites successfully positions them as luxury accommodation that remains accessible. The comprehensive brand transformation delivers:
Strategic Outcomes
- Luxury positioning achieved: Brand identity communicates luxury and quality
- Accessibility maintained: Remains accessible to both casual tourists and seasoned travelers
- Heritage leveraged: Founder’s experience and credentials communicated through brand
- Market differentiation: Stands out in competitive Dublin accommodation market
- Cohesive brand system: Stationery, website, and marketing materials create unified experience
Implementation Success
Today, Dublin Central Suites uses this comprehensive brand identity to attract both leisure and business guests seeking luxury self-catering apartments in central Dublin. The concierge key logo, premium stationery with gold foil embossing, and elegant website with integrated booking system create a brand experience that successfully makes luxury accommodation within reach, positioning Dublin Central Suites as the premier choice for travelers who want luxury without compromise.
“A stunning ecommerce website complete with hotel room booking system!”
Ahmer KhanDublin Central Suites
