Overview.
We were asked to rebrand six parishes of the Isle of Wight as the Medina Valley. The area is the Island’s most beautiful, accessible and historic destination, and a happy place to live, work and visit.
It was important to involve the local community, as their collaboration was crucial for the integrity and adoption of the brand. Local businesses were invited to a stakeholder consultation, where we asked for input on how they saw the Valley and what they felt were its strongest assets. We also devised an online questionnaire so that we could incorporate the views of the wider public. These activities were publicised by the Island’s media.
Following data analysis, and incorporating the views of all stakeholders, we created a logo, six distinct themes to summarise the Valley, a leaflet, a series of adverts, and a toolkit for businesses to help them to promote the area.
Identity.
The logo is inspired by the Estuary and the surrounding natural environment. The stem of the leaf takes the form of the flowing water. A colour blend was used to reflect the ever changing environment and the interdependency between the water and the natural landscape.
Leaflet & adverts.
Toolkit.
The toolkit document has been widely shared by businesses and organisations within the Valley. It was promoted in all the local media.
Future development.
This project was funded up until the launch of the logo, toolkit, leaflet and adverts. The next step will be to promote the wider use of the brand and create marketing materials to support this work. We are hopeful that we can continue to develop this exciting brand for the Island, which is now dependent on further funding.
