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LAPLAND NATURE RESERVE BRAND IDENTITY

Defining the brand identity of the Lapland Nature Reserve.

Defining the brand identity of the Lapland Nature Reserve.

In this project it was important for us to create a brand identity that would reflect the spirit of the nature reserve and be understandable and close to employees, guests and partners, making the reserve recognizable in different situations: on national nature forums and photo exhibitions in the city park. It should also be easy to use in social media, printing and creating merch.

We began our work with a visit to the Lapland Nature Reserve. During this time we took a series of interviews with the reserve’s employees and representatives of the target audience.

Our marketer transcribed and analyzed several dozen hours of audio recordings.

Based on the results, we developed specifications for designers to create a brand book and brand identity.

The concept of the brand identity was based on the idea of most respondents about the reserve as a good soulful friend, hospitable and welcoming, who invites you to a magical fairy tale and is ready to generously share its natural treasures. While working on the logo, we were inspired by Lapp patterns and Sanna Annukka’s work, an Anglo-Finnish designer.

The designers also took into account the key characteristics of the Lapland Nature Reserve. The most impressive of them are the diversity of the pristine northern nature, northern lights and stories about the Saami.

It was equally important to remember the requirements and wishes for creative visualization from the client: graphic images (deer, antlers, tundra, lakes, forests), colors (green and its shades, blue, brown), and emotions (kindness, fabulousness, freedom, confidence).

Our designers developed winter and summer versions of the logo, selected fonts and colors, created a series of illustrations of animals and plants, as well as a line of patterns.

The brand identity is based on the geometry of simple figures and patterns, reminding of the millennial history of the North and the multifaceted nature of the reserve. Smooth lines and corners add softness to the northern images and silhouettes.

In the center of the logo there is a wild reindeer, the main symbol of the Lapland Reserve. The reindeer is surrounded by magical northern lights, forests, hills and lakes.

Magical northern lights.

Wild reindeer habitat symbols:

forests

hills

lakes.

Wild reindeer, the main symbol of the Lapland Reserve.

Faraway hills

Rivers and lakes

Reserve vegetation

Cloudberry, fox

Animal fur

COLOR PALETTE

Yagel

Light animal fur

Snow and sky

Northern lights

The color palette refers to the natural colors of hills, rivers and lakes, yagel and the fur of animals, shades of snow, the sky and, of course, the shimmer of northern lights.

Our designers chose the accent font Iskra for the titles, which repeats the style of the logo with smooth lines, as if composed of twigs. It was paired with the Raleway font for the main text, which is easy to understand and read.

The series of illustrations introduces the wildlife and flora of the Lapland Nature Reserve with examples of fox and bear, partridge and whooper swan, cloudberry, moss, and spruce.

Patterns were formed from illustrations of plants and animals.

Thanks to an inspiring expedition, the study of the history and nature of the reserve, and marketing research, we have created a brand identity that is understandable and close to its employees and visitors. The style was formed for objective reasons, excluding the eternal argument on the subject of personal tastes and preferences.

While working on the brand identity guidelines for the Lapland Reserve, the designers created a kind of manual that shows how the elements of brand identity look like on various mediums.

GUIDELINE TO BRAND IDENTITY

Tactile contact with the reserve will be available to everyone through merch, postcards, envelopes, diplomas, informational flyers, and at the partner level through business documentation and business cards.

The brand identity will be integrated into the environment through navigation signs and photo areas within the reserve.

Through transport design, the brand identity of the reserve interacts with everyone who observes a passing car with branded stickers, in an urban environment.

Interaction with regional authorities, media, researchers, and volunteers in the digital space is framed by such important components as presentation templates and email signatures.

Interaction with visitors takes place primarily through the website and social media. We are actively working on updating them, wait for the news about the relaunch!

PROJECT TEAM

Anastasia Vasilchenko
Project Manager,
Art Director

Maria Mikova
Project Manager

Vera Zaenchkovskaya
Marketer

Natalia Kalashnikova
Lead Designer

Ekaterina Yurchak
Graphic Designer

Victoria Makarchuk
Graphic Designer

Anastasia Vasilchenko
Project Manager,
Art Director

Maria Mikova
Project Manager

Vera Zaenchkovskaya
Marketer

Natalia Kalashnikova
Lead Designer

Ekaterina Yurchak
Graphic Designer

Victoria Makarchuk
Graphic Designer

PROJECT TEAM