hayden thorpe – wetlands.
What if every landscape had its own soundtrack? This was the question that inspired Hayden Thorpe's Wetlands project for the BMG Production Music catalogue.
studio session with propellor ensemble.
strategy.
From the outset, we wanted to explore how a body of music created for nature programming could be rooted in a strong sense of place.
This led us to consider the relationship between sound, environment and location — imagining how the character of Walthamstow Wetlands could be translated into a musical experience, while giving audiences a deeper connection to the landscape.
We also wanted to look beyond the wetlands as a natural space, exploring its history and significance to the local community. From its role in supplying water to millions of residents, to its importance as a place of escapism and a thriving habitat for wildlife, the aim was to tell a broader story about the relationship between people, place and nature.
guided walk for clients.
design.
The design needed to work across every part of the project — from the maps and exhibition materials to the vinyl artwork — while feeling like one cohesive visual identity.
The aim was to create something that felt intrinsically connected to Walthamstow Wetlands, drawing on the character, history and natural environment of the site rather than applying a purely standalone visual style.
At the same time, the work needed to sit naturally within Hayden Thorpe’s existing aesthetic, creating a visual language that felt like an extension of his identity while remaining rooted in the character of the wetlands.
map design.
vinyl design.
digital.
The digital campaign was designed to extend the project beyond the physical experience of the wetlands, creating different ways for audiences to discover and engage with the music.
This included a music video for Infinite Path, a dedicated social media campaign and the Sonic Map — an interactive experience that uses GPS to unlock the album, which then plays in headphones as visitors move through Walthamstow Wetlands.
