Our dark secret
Our Dark Secret was a destination marketing campaign for the Isle of Man designed to attract tourists during the shoulder season and winter.
Our focus was on creating something visually compelling for an Isle if Man campaign that would highlight the island’s unique appeal while maintaining a cohesive design across all media.
The concept revolved around the Isle of Man’s 26 Dark Sky sites – an incredible natural asset that provided a striking and evocative visual theme. The design approach positioned these locations as must-visit destinations, using immersive imagery and dynamic layouts to capture the magic of the night skies. The colour palette was inspired by deep blues, purples, and silvers, mirroring the celestial hues of the island’s skies, while typography was sleek and modern to reflect the timeless wonder of stargazing.
Collaborating with Manx photographer and videographer Brook Wassall, we incorporated time-lapse photography, video, and stills that conveyed the breathtaking beauty of the night sky. His work became the centrepiece of the campaign, ensuring that every ad, website banner, and social post felt atmospheric and aspirational. The design layout allowed these visuals to shine, using minimalist framing and carefully placed typography to avoid distraction.
The copy was tailored to distinct target audiences – from young families to retirees – with messaging that complemented the visuals. The typographic hierarchy ensured clarity, guiding viewers effortlessly through the content while maintaining a sense of wonder and escapism.
The result was a visually stunning, cohesive campaign ready to launch across multiple platforms, from digital and social media to print and out-of-home advertising.
More than just a tourism promotion, the campaign elevated the Isle of Man’s brand identity, reinforcing its status as a unique, awe-inspiring destination that shines brightest in the off-season.
Please note: All design work is conceptual only.
| Client | Visit Isle of Man |
| Appointed by | Forgaard Agency |
| Role | Collaborated with Forgaard Agency, operating as their Design Lead |
| Skills | Brand creation, campaign branding, book design |
