Cowes Week is one of the oldest and largest sailing regatta in the world. It stages up 8,500 competitors who range from Olympic and world class professionals to weekend sailors. Having started in 1826, the event is held in August each year on the Solent, in the small town of Cowes on the Isle of Wight. The event is run by Cowes Week Limited and offers a great mix of competitive sailing and social activities for the 100,000 spectators who come to watch the sailing, enjoy the parties and live entertainment, and to experience the unique atmosphere.
Cowes week needed a new, functional identity to better represent its unique atmosphere. The brief was to create a dynamic mark that interactively responds to real data streams such as temperature, wind speed, wave intensity and tide level.