HQ2O

HQ2O, powered by Swan Leisure, is Dublin’s first premium urban water sports destination, located at Custom House Quay along the River Liffey. Developed in partnership with Dublin City Council, the project represents a €36 million investment in transforming the Docklands into a vibrant space for recreation, wellness, and connection through water.

The brief was to create a distinct, modern, and inclusive brand that could balance two parallel goals:

• Presenting a premium, energetic water sports destination for tourists, schools, and corporate teams.
  
• Communicating a strong community and social mission, supporting accessibility, youth programmes, and environmental initiatives.

We were tasked with shaping the brand from the ground up, from name and logo development to full identity design and preparing a soft-launch landing page that would capture HQ2O’s energy and purpose before the full centre opening in 2026.

The challenge lay in uniting the commercial ambition of an adventure hub with the warmth and inclusivity of a community-led initiative, all while ensuring a seamless connection with Swan Leisure’s trusted reputation.

Our discovery phase began with a comprehensive brand and audience strategy workshop, bringing together Swan Leisure’s management team, the new HQ2O general manager, and key stakeholders from Dublin City Council. This collaborative session was pivotal in shaping the brand’s foundation,  aligning objectives, defining audience segments (tourists, schools, corporate groups, and locals), and clarifying the balance between commercial and community priorities.

Through open discussion and strategic mapping, we identified HQ2O’s unique position as:

“The city’s home for water, wellness, and community.”

The strategy focused on balance and clarity:

• Urban + Natural: capturing the spirit of the River Liffey while celebrating its city-centre location.
  
• Energetic + Inclusive: making the brand dynamic but approachable for all ages and skill levels.
• Commercial + Community-driven: ensuring every experience contributes back to the local programmes HQ2O funds.
  

This alignment workshop defined HQ2O’s guiding principles, Energy, Connection, Inclusion, and Responsibility,  which became the foundation for both its visual identity and digital tone of voice.

With the strategic groundwork established, we crafted an identity that visually expresses HQ2O’s movement, freshness, and urban energy.

• Logo: Inspired by the flow of the River Liffey, clean, fluid, and bold. Its geometric simplicity ensures adaptability across signage, uniforms, and equipment, while remaining instantly recognisable.
  
• Typography:
  
  • Luckiest Guy for headlines,  confident, rounded, full of life, and adventurous.
    
  • Open Sans for body text,  professional, legible, and versatile across digital and print.
    
• Colour palette: Inspired by water reflections, city light, and natural tones. Vibrant yet refined, avoiding cliché blues and greens.
  

Together, these elements create a system that is playful yet credible, energetic yet approachable,  mirroring the HQ2O experience itself.

Once the identity was defined, we translated it into a digital-first presence through a soft-launch landing page introducing HQ2O’s story, activities, and community programmes.The page highlights HQ2O’s offerings for schools, corporate teams, and local residents, while inviting visitors to sign up for updates as the centre develops. Design and content reflect the brand’s energy and clarity, balancing visual impact with accessibility. The landing page serves as both an introduction and a promise of what’s to come, preparing the digital foundation for the full centre opening in 2026.

The HQ2O brand system is built for evolution,  from water sports to wellness, tourism, and education.

As the centre moves toward its official launch, the brand provides a flexible foundation for future programmes and collaborations. Beyond a visual identity, HQ2O now has a cohesive narrative that:

• Connects local communities
  
• Attracts visitors
  
• Celebrates Dublin’s relationship with its river in a bold, contemporary way
  

The identity is ready to grow alongside the centre, supporting new activities, partnerships, and digital experiences.