A new brand for Jersey, the island break

FutureBrand were briefed to develop a brand capable of challenging residual perceptions of Jersey as an out-of-date destination that lacks relevance for today’s travellers. The goal was to reposition it in the minds of current and potential visitors as a fresh and vital escape, and to help reignite pride, passion and, above all, growth for Jersey’s tourism and hospitality industries.

At its core, this was a project to identify and amplify the vibrant, beating heart of Jersey and convey not just what it offers, but how it makes you feel.

“With FutureBrand’s help, we understood that Jersey is not for the old, but for anyone with a zest for life,” said Adam Caerlewy-Smith, Head of Marketing at Visit Jersey. “And it’s a place that can’t be boiled down to a single experience – it’s not a city break, or a country break, or a beach break. In reality, Jersey is all these things and more. FutureBrand were able to help us see Jersey as ‘the island break’ where you’re free to come up for air, reconnect and revitalise – and that’s a story that we and everyone we’ve spoken to all find incredibly inspiring."

This strategy formed the basis of creative briefs, both for FutureBrand’s design team, and also for Jersey agency The Observatory, who were tasked with using their deep local knowledge to create the content and digital applications for the brand, including the new website.

The new visual identity takes as inspiration the iconic Jersey tides which have such a dramatic impact on island life, and are the source of so much of the quintessential Jersey experience.

"The fluidity and motion of the tides gave us our creative springboard, and we wanted to create a brand that embraced the Jersey personality – Fresh, Bold, Spirited and Fun,” said Adam Savage, the FutureBrand Design Director who led the Jersey design team. "We fell in love with the flowing curves of the hero mark, as well as its ability to really live in its environment – courtesy of the transparent gradient.”

This fluidity translates into a graphic system born out of the flow and movement within the new mark; supported by a modern, clean and confident typeface and hero photography that celebrates all that Jersey has to offer.

The new brand was launched in Jersey in June, and is being rolled out across all physical and digital touchpoints over the coming week.

To see the visual identity system working in a dynamic environment, visit Jersey.com.