In late Summer 2020, Related was selected to develop a new brand, including a new visual identity, brand values and brand story, for the Danish destination Destination Limfjorden.
The new brand should capture the identity and USP’s of the destination, to be used in all communication and marketing efforts.
Destination Limfjorden consists of 3 municipalities and is a result of a new Danish reform, merging Danish destinations into bigger regional areas.
Capturing the destination’s identity
After a comprehensive research process involving both desk research, the destination staff and the local tourism professionals (restaurant, campsite and attraction owners), Related identified the opportunities and strengths of the destination and defined its key messages and brand values. All of this resulted in a brand story, communicating the “identity” and the core of the destination; both to be used internally and externally.
New visual identity aligned with values and key messages
On the basis of this, the Related team also designed a new logo as well a new visual identity –including both fonts, colors, image style and examples of graphic design and digital design; all aligned with the new brand values and key messages.
Anchoring the brand with communication
After having presented the new brand and visual identity to both the destination, its board of directors and the local tourism actors, Related also presented a communication strategy, approaching how to anchor the brand both internally in the organization and among the tourism actors AND externally, among the (potential) guests.