Lapland Resorts operates the mountain- and ski resorts Bj\u00f6rkliden, Riksgr\u00e4nsen and the highest situated mountain lodge in Sweden, L\u00e5ktatj\u00e5kko. All three resorts have a long and unique history and culture in a very special environment in Sweden, 250km north of the Arctic circle. Shortly after Lapland Resorts was founded in 2010, a brand platform and communication strategy was formed. Since then, no real follow-up has been done on the platform, which together with a lack of concise communication directives and a devotion for tradition and a precaution towards changes has led to diffuse communication. In 2020, the world was also struck by a pandemic, which heavily redesigned the map for all industries, in particular the tourism- and hospitality industry. All over the world, we see new trends, approaches and values sprung from the pandemic. <\/p>\n
My continuous task as a creative director for Lapland Resorts’ brands is to find a way to act upon the constantly evolving internal and global situation and to find a communication strategy that responds to the needs of the contemporary consumers. <\/p>\n
My tasks and challenges are to;<\/p>\n
1. Create synergies between the brands
\n2. Reinforce the brand awareness about Lapland Resorts as a group and umbrella organisation
\n3. Identify a strong USP for Lapland Resorts and its brands
\n4. Make sure that the brands are fresh and up-to-date yet keeping their traditional and cultural roots<\/p>\n
Showcased are;
\n– samples of the research work including trends and target segments
\n– samples of the updated brand book that I created during 2020
\n– samples of design and communication solutions<\/p>\n
This is an ongoing project and will be updated continously.<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false},"portfolio_category":[89],"aioseo_notices":[],"yoast_head":"\n