Establishing a brand for Dublin’s North East Inner CityNEIC
Building a community.
The NEIC (North East Inner City) project was set up in 2016 when the Government launched a major initiative for Dublin's North East Inner City to oversee the long-term social and economic regeneration of the area, which was supported by the Mulvey Report.
The first iteration of the NEIC website and its various digital strands commenced its work in 2016 and enjoyed considerable success across a wide variety of successful measures. In 2021 it was clear that the website and digital focus needed to be updated and expanded upon to better support the objectives of the current and future strategic plans of the initiative.
The new NEIC website needed to be rebuilt to make it more of a community-centred resource.
We created a brand new design in line with the community focus, using headless CMS technology to allow for more flexibility when it came to managing content.
The new NEIC website needed to be rebuilt to make it more of a community-centred resource. A place where residents and visitors to the area could easily navigate through the array of news and events provided by the NEIC itself, as well as a multitude of other local initiatives. Simultaneously, the website also needed to maintain the existing resources relevant to stakeholders, including monthly reports on the initiative’s progress.
The new communication strategy was to enhance the overall approach to content, including the type of content, how it is created and how it is syndicated across different communication channels (Website, direct mail, Facebook, Instagram, Twitter and LinkedIn).
We also created several videos and digital campaigns in the months before and after launch, as well as providing the tools to manage and create content on a day-to-day basis.
A mobile-friendly approach to the new design was a high priority.
The secondary element to the design focus was to add more imagery to the site overall to emphasise the focus on the local community.
For the new website, we focused on how we could better convey the sense of community that is so strong in the North East Inner City. We wanted to show all of the creativity, the people and the lively activities that are at the core of this community. The design reflects this in its use of imagery, video and collages.
The new NEIC website was designed to allow people to easily consume the latest news, and events happening within their community. The community needed to have a single place where they could find out about anything happening in their locality. As such simplified navigation was used to promote news, events, videos and resources. The homepage also predominantly features news, events and useful information for those within the community.
A lot of the activity in the NEIC happens through local programmes and events, which we love to capture on video. Video is a fantastic way for the community to look back on initiatives and to keep updated with the latest news.
The content is centred around the people of the NEIC, boosting engagement both on the website and social media where initiatives are celebrated and local stories are told.