Raising the Bar: My DUBLIV Brand Journey Unveiled

In 2023, I envisioned and brought to life the DUBLIV brand, setting a new benchmark for modern residential living in Ireland. As the creative force behind Marlet Property Group’s portfolio branding, my mission was to craft a vibrant identity that would stand apart in a competitive market and deliver an aspirational lifestyle to Dublin’s most sought-after communities.

Brand Conception & Leadership Engagement
The journey began with a bold vision for DUBLIV: a brand defined by urban sophistication and effortless elegance. I developed a comprehensive concept and prepared strategic pitches and visually compelling decks to secure buy-in from Marlet’s senior leadership and finance partners, M&G Investments. Engaging with decision-makers at every step, I ensured the brand’s ethos resonated throughout the organisation, setting the stage for transformative change.

Creative Exploration: Fonts, Palettes, and Logos
With leadership’s support, I dove into an energetic phase of experimentation, testing numerous font families, colour palettes, and logo marks. My process was guided by the ambition to create a distinctive, minimalistic typographic identity that would be instantly recognisable. After rounds of testing and refinement, I selected the Acquire font - a bold, contemporary typeface that now anchors DUBLIV’s visual language - paired with a confident, strong palette for each development that radiates urban vibrancy. The distinctive “V” in the DUBLIV logo is a bold emblem of upward momentum and vibrant community - a versatile mark that unifies every development under the DUBLIV umbrella, regardless of unit mix or development location. Its modern, dynamic form not only captures the spirit of contemporary Dublin living but also seamlessly connects the brand’s entire portfolio, elevating the rental experience across all touchpoints.

Building Ireland’s First Corporate PRS Website
Pioneering digital innovation, I led the creation of Ireland’s first corporate PRS website using the Yardi platform. I designed a seamless rental experience that integrates real-time availability, easy online bookings, and intuitive resident portals. The flagship site unites the brand’s portfolio and sub-sites, delivering a frictionless, visually captivating experience that elevates every touchpoint for residents and prospects alike. To further enhance resident engagement, I launched a bespoke DUBLIV resident app, developed in collaboration with Yardi and available on both Apple and Android, which gives residents easy access to maintenance, community updates, and a more connected living experience.

Results
DUBLIV’s rollout was nothing short of transformative. From immersive digital platforms and impactful campaigns to striking on-site installations, the brand swiftly became Dublin’s gold standard for aspirational rental living. Today, with more than 2,000 luxury residences and as part of a wider group portfolio valued at over €2.5 billion, DUBLIV offers modern community living, driven by visionary creativity, collaborative leadership, and relentless attention to detail.