To brand Connected Wight, Thump Studio distils the true beauty of their home, the Isle of Wight

Thump Studio, a multi-disciplinary brand and design studio based on the Isle of Wight, has created an energetic and resonant identity and visual language for Connected Wight, a web portal that connects various aspects of life on the Isle of Wight, an island off the south coast of England. “We were approached by the four founders of Connected Wight – Brian Marriott, Simon Dover, Stephen Izatt and Barnaby Edwards, each with an admirable background in the creative industry,” explains Creative Director Samuel Tinson-Wood. They expressed a desire to work with not only designers based on the Isle of Wight, but with a team that has a fresh and youthful perspective and a passion for the island. “Being asked to develop and create an identity that promotes our island, our home, felt intimidating but also extremely cathartic,” he adds. “As huge advocates for the Isle of Wight, this wasn’t an opportunity we took lightly; we were excited to introduce an identity that truly represents our beautiful island for all that she is.” Refuting the misconceptions that the island is “a sleepy, behind-the-times place, at best a bucket and spade holiday destination or somewhere to retire to,” Thump Studio introduce a visual direction that portrays the balance between energy and calm, productivity and tranquillity that defines the Isle of Wight. “We wanted to shine a light on the unsung side of the island,” Creative Director Katie Tinson-Wood reveals, “to get others to see it from the perspective of those who already cherish it.” The project’s main theme is ‘connection,’ as the portal highlights nine sectors – Create, Explore, Work, Play, Invest, Grow, Learn, Innovate and Respect – linking residents, communities, visitors, enterprises, sportspeople and even the ‘unknowns.’ While this theme had the potential to be “cringe-worthy” or insincere, Thump Studio knew they had the opportunity to turn it into something special. “If you’ve ever had the pleasure of visiting the Isle of Wight, you’ll notice a theme amongst local businesses... diamond-shaped logos. They are everywhere! Recognised far and wide as the diamond-shaped Island (Jewel of the South), this essence needed to be at the core of our identity,” says Tinson-Wood. The final brand mark encompasses these themes through a diamond-shaped logo, slightly tweaked to capture the story of Connected Wight. By strategically placing the nine spokes inside the diamond form – blending sharp points and gentle curves to reflect the energy and calm of the Isle of Wight – the symbol grows in significance and becomes an essential part of the brand’s storytelling.