Case study: Arvidsjaur

Putting the frozen north on the map

DESTINATION BRANDING

Arvidjuar logo

The municipality (Kommun) of Arvidsjaur approached UP in early 2016 to help with a brand and identity project that would reposition the place brand as a destination. The municipality had seen a decline in population and tourists mostly visited in winter.

Location

Sweden

Sector

Places & destinations

Service

Branding & communications

The brief

Create a brand identity platform to reposition the northern Swedish Lapland community in order to increase year-round tourism. 

 

The approach

We applied our BASE-UP  (Brief - Audit - Strategy - Execution - Follow-UP) process, which consisted of the following elements:

  • Running stakeholder workshops on location with key stakeholder groups
  • Meeting with local politicians to further discuss how place branding can help reverse the fall in population and boost summer tourism
  • Examining existing research on awareness and attitudes towards the municipality
  • Competitive research and benchmarks
  • Devising an appropriate strategy and identity

The work

  • Positioning, defining USPs and a brand identity
  • Communication plan with recommendations for internal and external communication activities
  • Strategy report
  • Brand book
  • Development of graphics including a new logo and typography
arvid lapland paddling

"Helping to put places on the map like Arvidsjaur is what we are really good at. Arvidsjaur is a unique place, so helping to encapsulate that and raise awareness was a great assignment for us.”

Julian Stubbs, CEO, UP THERE, EVERYWHERE

Elements of the brand book

 

Imagery

elements of brand book

Logo uses

arvidsjuar logo designs

 

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