Communications agency Myy approached us with a compelling case: a mid-range hotel chain had ordered a campaign site to promote their newly acquired city destinations. There was a clear opportunity to update their visual identity and clarify the brand hierarchy.

We looked for the elements that symbolise Lapland: the natural curves of the landscape and flowing streams. Nevertheless, we wanted to have a visual identity that had a contemporary ruggedness. We redesigned the symbol and typography for a streamlined and modernised look and feel. The visual world, colors and material choices create an elegance that is cheerful and genuine with being stereotypical.

The new identity was launched at the campaign site for the new hotels, but ultimately taken in some form to the original Lappish resorts, as well. Collateral material design for the hotels, including the logos for their main restaurants, are an ongoing part of the project.