Lapland Resorts Brand Refresh

Lapland Resorts operates three iconic Arctic destinations: Björkliden, Riksgränsen, and Låktatjåkko – Sweden’s highest mountain lodge, 250 km north of the Arctic Circle. When I joined in 2020, the brand platform was outdated, with fragmented communication and a reluctance toward change.

2020–2022: Brand Transformation
As Associate Creative Director, I led the strategic refresh of the Lapland Resorts brand ecosystem. Key responsibilities were to:
– Refine brand architecture and identity across all resorts
– Develope unified tone of voice, content direction, and creative concepts
– Launch three new websites: laplandresorts.se, riksgransen.se, bjorkliden.com
– Oversee all content, campaigns, production, and creative deliverables
– Deliver new brand books and a refreshed image bank

Social media growth (2020):
+32% followers on @bjorkliden_fjallby
+7.6% on @riksgransen.se
in just 6 months

2024–2025: Strategic Repositioning & Growth
Returning as Creative & Brand Manager in 2025, I once again took full ownership of Lapland Resorts’ visual and verbal identity across all touchpoints. My scope of work included:
– Content strategy & planning
– Brand campaigns & creative direction
– Image & film production
– Community & ambassador programs
– Talent training & team development
– Budgeting & project ownership

Social media results (Jan–May 2025): (compared to same period 2024)
+3,778% link clicks (Riksgränsen IG)
+508% reach (Björkliden IG), +419% (Riksgränsen IG)
+433% content interactions (Låkta FB), +355% (Riksgränsen IG)
+301% follower growth (Riksgränsen FB)

How we achieved this:
✔️ Strategic, KPI-driven content calendar
✔️ Strong CTAs and consistent, optimised posting
✔️ Sharp, authentic tone of voice tailored to each resort
✔️ Sales-driven content, reels, collabs & curated visual feeds
✔️ Leveraged seasonal content: snow, northern lights, and local storytelling

Sample deliverables showcased:
– Brand research & segmentation
– Updated brand book (2020 & 2024–25)
– Creative campaigns, content, visual assets
– Social & digital strategy with results-driven execution