Innovation with bits and atoms

DCU Alpha

 DCU (Dublin City University) scientists and research teams work extensively with high-tech industry to develop and commercialise ground breaking scientific research.

Our challenge was to:

  • Persuade fast growing, science led SMEs to locate their offices and research development facilities at a new nine acre innovation campus called DCU Alpha.
  • Promote DCU as an appealing location for SMEs to rival that of the city centre.

Our Role

  • Brand strategy
  • Depth interviews and stakeholder workshops
  • Brand name development
  • Brand identity
  • Digital communications strategy and plan
  • Creative development


  • Depth interviews with CEOs of SMEs and important influencers like Enterprise Ireland, IDA, Connect Ireland.
  • Collaborative workshops with DCU’s academic staff, the university leadership team, and Alpha commercial staff.


Tech SME’s in Ireland compete for young, highly skilled staff with large US tech companies locating in the capital.

These US companies can offer attractive salaries, however, our target SME’s can offer potential employees more stimulating, cutting edge work at the edge of science. The large software companies can’t do this. We discovered that this appealed to a belief in tech-engineering circles that ‘real’ engineers work on real-life problems, rather than just programming.


As one CEO put it, “DCU Alpha engineers work on both ‘bits and atoms’..”

We positioned DCU Alpha as a ‘close to city centre’ location, where the best and the brightest come to work on some of the worlds most interesting engineering challenges.


DCU Alpha is now home to 35 high performing Irish tech firms.

Target companies could offer employees more stimulating work at the leading edge of science

Belief in engineering circles that ‘real’ engineers work on ‘real life’ problems