Jersey had a reputation for family beach holidays, dairy cows and Bergerac. They needed a brand that would reflect the new reality of Jersey as one of the leading offshore financial centres, an increasingly sophisticated tourist destination and an exporter of virtual services as well as Jersey Royals. The new brand was centred on a core idea – that Jersey is life enriching – and supported by 3 brand coordinates – Generous, Cultivated and Independent. We went on to create a new destination identity and a visual style that has been used to promote Jersey with both the local community and with the key markets on the UK mainland and in France.