Potting Shed was invited to create a brand that could carry the weight and vision of this landmark project. From visual identity and printed materials to the website, digital campaigns and bespoke sound design, the brief demanded craft, clarity and coherence across every touchpoint.
This has been a deeply collaborative process. Working closely with the Westward team, FCB Studios, Gillespies, F10 and Chipchop, we’ve shaped a brand that reflects not just the architecture, but the story behind it - the site, the people, and the history it builds upon.
A NAME WITH MEANING
The name ‘Westward’ is rooted in local heritage. It recalls the celebrated racing schooner owned by Thomas Benjamin Davis, a Jersey philanthropist whose legacy still shapes the island. The original Westward was berthed at South Pier - right where this new chapter begins. This connection anchors the brand in both geography and history.
A VISUAL IDENTITY GROUNDED IN PLACE
The logo draws on the elegant geometry of the site itself. A series of parallel lines echo the contours of the buildings, the layered structure of the rock beneath, and the directional pull of the name. These lines also hint at the architectural rhythm of the towers, giving the marque a sense of balance and purpose. It sits comfortably in both contemporary and classical contexts - just like the buildings it represents.
The colour palette builds on this narrative. A deep teal runs throughout, inspired by the sea and the schooner, while a soft gold brings warmth and reference to sand, rope and timeless quality. Printed materials use natural textures like wood and stone, adding depth and tactility to the brand experience.
Historic images - though limited in quality - have been reimagined using halftone vector techniques that reflect the visual language of the identity. These touches bring heritage into the present in a way that feels thoughtful and well considered.
A SHARED VISION
Westward is designed to work with its surroundings, making the most of sea views and open spaces, while creating a natural transition between indoors and out. Every element - from brand to built environment - has been shaped with long-term impact in mind.
It’s been a long and complex project, but one we’ve poured ourselves into. We’re proud to have helped bring the vision for Westward to life, and excited to see how it becomes part of the island’s future.