Oslo: A whole region of Norway has come together under the Visit Nordkyn brand profile in order to attract adventure seeking tourists. This collaboration has now received the prestigious Award for Design Excellence from the Norwegian Design Council.

The Award for Design Excellence was awarded to Visit Nordkyn and Neue Design Studio in recognition of the successful use of design in their development of a new branding programme.

“This is a very important mark of recognition for companies and designers who create great products and services through the methodical application of design,” says Eline Strøm-Gundersen, Project Manager for the Norwegian Design Council’s Award for Design Excellence.

The awards were presented in Oslo on Wednesday 16 March at this year’s “Design Day”, an annual event organised by the Norwegian Design Council. The awards are given to businesses and designers in recognition of successful innovation and original ideas.

Unified Nordkyn into one land

Nordkyn lies at the northernmost edge of Finnmark, at 71 degrees north. The area has always attracted a certain number of tourists, but competition from other regional, national and international destinations has increased significantly in recent times. Something had to be done.

“Until recently, marketing was something that every individual company and village in the region had planned by themselves. There wasn’t much cooperation. So companies in the municipalities of Gamvik and Lebesby got together to create Visit Nordkyn”, explains Project Manager Charlotte T. Schytte.

The creation of this new body also required a brand profile that would represent everyone involved, so the design agency Neue Design Studio was brought in at a very early stage of the project through the advisors at the Norwegian Design Council. Schytte and the design agency sought to involve and engage the more than 30 companies behind Visit Nordkyn at all stages of the project.

Finnmark in a nutshell

The demands for the profile were therefore manifold and strong: It had to be relevant for everyone involved, and coordinate the tourism industry in the area. It had to be a talking point for local people, and something that would make the competition envious.

“Nordkyn is effectively Finnmark in a nutshell. The tourists that come here are inquisitive, active and looking for powerful experiences and memories. In Finnmark, it is possible to go sea fishing and experience reindeer on the plains during a morning. We have desolate rocky deserts and lush valleys, the midnight sun and the northern lights. But we also have a climate that will dictate the nature of your fishing or hiking trips,” says Schytte.

The day of truth for the project came on 19 June 2010. The brand profile was launched, and the entire population of Nordkyn was invited to the party. The event and the profile were both a great success. “The people here have reacted positively and adopted the profile. Everywhere you go you can see the logo; on flags, banners, people’s T-shirts and the road signs directing you to participating companies,” explains Schytte. Most importantly, tourist numbers have also increased.

A living weather logo

The logo wasn’t simply inspired by Nordkyn’s fickle weather – it is a constantly changing snapshot of the changing and often dramatic weather conditions in the region. It changes shape and colour, depending on wind conditions and temperature. And since the date and weather information are an integral part of the logo, many people download and save it, for example to remember the day they landed their record catch.

“We really have found the starting point from which to further develop the tourism industry in Nordkyn. The foundations are laid and provide clear evidence that collaboration with professional designers was the right choice. It has been a long process, but also an educational and rewarding one,” says Schytte.

FACT BOX / Award for Design Excellence

• The award is a recognition of the successful application of design to create innovative products and solutions, and is a symbol of quality that can be used in the company’s marketing.
• All forms of mass-produced items, services and solutions developed with a designer, for either the consumer or business markets and from all sectors of industry, can apply. This includes all types of product, packaging, visual branding, web pages and applications, as well as furniture, textiles, fashion and confectionary.
• All received contributions are evaluated by an objective jury consisting of specialists from the Nordic business world and design sector. The jury process is strictly confidential.
• Companies and designers who do not receive the award receive a detailed response from the jury in the form of a consultation meeting.
   

Contacts

• Visit Nordkyn, Project Manager Charlotte T. Schytte, mobile tel. 95 11 61 49
• Norwegian Design Council, Project Manager for the Awards for Design Excellence and Young Talent, Eline Strøm-Gundersen, tel. 23 29 25 70, mobile tel. 971 05 580
• Norwegian Design Council, Project Manager Marte Grevsgard, tel. 23 29 25 62, mobile tel. 917 74 683
• Norwegian Design Council, Head of Information Grete Kobro, mobile tel. 907 65 971
• More information about Design Day 2011
   

This article was written by Pressenytt for the Norwegian Design Council. Pressenytt has editorial responsibility for the content of this article.