As part of a multidisciplinary team led by SLR for Offaly County Council, we were appointed to develop the destination branding for Derryounce — a former peat extraction site now poised for transformation into a regional eco-tourism asset within the Midlands.

The brand identity was conceived as an early-stage intervention, a tool not only for storytelling, but for engagement. Used across stakeholder workshops, public consultations, and community newsletters, it gave form to future possibilities, helping to visualise a shared vision for the site and ground abstract proposals in something immediate and emotive.

Rooted in the site’s layered history, from industrial extraction to natural regeneration, a series of brand icons were produced based on turf production and specifically the various methods of drying stacks. Reflecting the texture of the land and its earthy tones, it anchors the wider development plan (which includes biodiversity enhancement, reimagined trail networks, repurposed infrastructure, heritage interpretation, and regenerative tourism), confidently positioning Derryounce as a gateway destination within Ireland’s expanding network of green and blue infrastructure.

The result is a sensitive, place-based brand that has become a catalyst for renewal, resonating with the emotional and environmental significance of the landscape while signalling a new chapter.