JDC
Westward: Building the Future with a Sense of Place
Project overview
Westward is a landmark residential development in the heart of St Helier, commissioned by the Jersey Development Company and designed by Feilden Clegg Bradley Studios. More than a place to live, it represents a new benchmark for thoughtful, future focused urban living in Jersey. We were invited to create a brand and digital presence that could carry the ambition, scale and long term significance of the project.
Strategy
Our strategy was rooted in place and purpose. Westward needed to feel contemporary yet anchored in local history, confident without being overstated. Working closely with the wider project team, we focused on creating a brand that reflected the architecture, the site and the story behind it, ensuring clarity and consistency across every touchpoint while allowing the development itself to lead.
Brand Strategy
Brand Identity
Brand Activation
Project details
The name Westward draws directly from Jersey’s heritage, referencing the celebrated racing schooner owned by Thomas Benjamin Davis, once berthed at South Pier on the very site the development now occupies. This connection provided a powerful narrative foundation, grounding the brand in geography and history while signalling forward movement and renewal.
The visual identity takes cues from the architecture and landscape. A series of parallel lines form the core of the marque, echoing the contours of the buildings, the layered rock beneath and the directional pull of the name itself. A deep teal palette references sea and sky, complemented by warm gold tones inspired by sand, rope and timeless craftsmanship. Across print and digital, natural textures and carefully reworked historic imagery bring tactility and depth, bridging past and present in a way that feels considered and enduring.
Westward demanded a brand with real weight and longevity. It was about respecting the site, the history and the architecture, while creating something that feels confidently of its time.
Ed Prow - Partner
