Place Branding

Visit Beitostølen

October 2020 (further development - May 2021)

University project / Place branding / Logo design / Storytelling

Project description

Beitostølen is a tourist center in Norway that offers exciting cultural and active experiences. The place wants to contribute to the sustainable tourism development by launching a joint, comprehensive offer that focuses on accommodation options and experience offers, all year round.

With "past and traditions" as a framework, Beitostølen wants to create new stories for future generations. The goal is to give old Beiostølen a new future.

The local, place development project for Beiostølen, aims to bring together several independent actors and orgaizations in a joint solution consisting of a new and innovative concept. The concept must be transferable on web portals, social media and other surfaces that can contribute to advertize and populize the tourist center. All of it should communicate the qualities of the place and Beitostølen's unique position as Norway's strongest regional brand. The project was carried out in groups of four and had a time frame of 72 hours. Further development of the project is without time frames.

Concept

Beitostølen's characteristics put the basis for the development of the concept. The location (Jotunheimen), the actors that provide diversity in the offer of experiences and the Health Sports Center makes Beitostølen adapted for everyone to visit and enjoy.

Emphasizing the health aspect of Beitostølen and the fact that everything the town has to offer is inclusive and adapted to everyone, regardless of functional ability was important. We choose to build on the national romantic feeling to take care of the local environment and culture in the area. The purpose is to make it easier for visitors to get a personal connection to the place.

Inspiration for the design concept was obtained from the famous Light Chapel in Beitostølen.

Colours

To strengthen the concept, we tell a story through a duotone effect. This combines foreground and background in one tone, which gives a graded distribution and a vibrant and strong feeling. By using this expression, we reinforce the dramaturgy and mysticism that Beitostølen wants to communicate.

The colors are a sporty and playful combination of warm and cold, vibrant tones. The dark blue colors give depth and a mysterious feeling. The rest of the colors are strong and create dynamics. The inspiration behind the color choices come from the Light Chapel in Beitostølen. To be able to communicate the chapels stained glass, we used a degree of transparent colors, making light come through. By choosing such a challenging color palette, we differentiate ourselves from competitors and create a different expression.