Developing a new brand for a old neighborhood

SOBO District

Hibernia Reit, our client, was developing a mixed use development of offices, apartments, and retail outlets on four city blocks on Dublin’s south quays (south of Beckett, O’Casey bridges).

Our challenge was to develop unified marketing campaign for these two distinct but related projects:

  • Create a campaign that presents Windmill Lane as a contemporary place to live and work, particularly to tech and media industry workers.
  • Establish Sir John Rogerson’s Quay as a prestige HQ address for medium to large sized businesses.

Our Role

  • Brand strategy
  • Brand name development
  • Brand identity
  • Digital communications strategy and plan
  • Creative development


  • We collaborated with a diverse team of sales and project management specialists to create and deliver the program.


The area was run-down with derelict light industrial buildings and featureless service facades of previous new builds.  It wasn’t a community nor did it ever have a natural focal point. It was important to create a new sense of place in order to give potential occupiers confidence in the future development.


Create a sense of place within the city by branding it SOBO (South of Beckett O’Casey bridges) inspired by  SOHO, TriBeca, SOBO (Sydney). This allowed us ‘wrap’ the projects in separate packages:

Windmill Lane – a vibrant social hub with a pedestrian streetscape drawing on its creative provenance (U2, Windmill Lane Studios).

Sir John Rogerson’s Quay – 1 SJRQ, prestige corporate offices with riverfront plaza

Digital Media, Channels and Platforms

Website | Mobile | Advertising | Display | Print | Signage |  Brochures |  Video |  Way Finding | Outdoor


Sobo - a new district south of Beckett and O'Casey bridges