Journey to Norrland

Come away and discover an enchantingly simply case study about an enchantingly simple part of the world. The place where minimalism was born, folklore runs wild, and beauty is hiding.

I’m going to walk you through my UI journey to create a tourism campaign and responsive website for Northern Sweden, commonly known as Norrland. It is where my grandma and mother were born and it was a special creative journey for me

To give you a sense of the region, here are some key words to spark your imagination. I know they sparked mine. My goal was to capture this in a website and campaign for my user.

As I said, it was important to capture the unique essence of Northern Sweden. I was intent of making it visceral. As you can see in my scribbles, this is such a key element but a challenge when working with the seemingly cold, tech frontier.

As hard as it is to express moss and cold air and warm candles and old choirs singing, I was determined to find a way.

Let me introduce you to Jannette. I was keen on also targeting a user demographic that wasn’t my own. Jumping into the shoes of my parent’s generation, I explored the feelings of loss and renewal at that stage. Losing a role or identity as full-time parent and searching for a new identity.

There was a lot to work with there. It could be a time of great sadness and lament but also excitement. I wanted to hinge on both.

I decided that my WHY was this. That ‘our story isn’t over’. I feel the remorse but, more strongly, the sense of excitement. The realization that there are more chapters. Especially as a couple, the romance has a chance to spark afresh.

Translating it into a campaign, I came up with this. I felt it encapsulated the mystery and allure of Northern Sweden and invited the user to take part in the ask.

My first moodboard was all about the visceral elements. Also the mystery and hidden beauty. I called it “An Ancient Nordic Hideaway”. I fell in love with this mood board but alas, had to think outside the box and I’m glad I did.

This second moodboard targeted a winter journey. And I tried to play up, more of a tourist vibe. I really liked the colours too, in fact, they actually spoke louder of Sweden to me than the first.

In the end, I went with number 1, considering my user. I wanted to introduce them to a different kind of vacation that wasn’t all that touristy — seeing as their children would probably not be taking part.

Time to get….granular!

Here is where the visceral elements came into play with the design. You can observe how I chose to translate them into design language here.

For typography, i was excited to find a great serif font. I wanted to subtly hint at the folklore that is still alive and well in Sweden.

I finally discovered Eksell Display — named after Olle Eksell, a famous Swedish graphic designer. I was thrilled. I loved the font so much that I felt it was powerful enough to work as a wordmark logo.

As you can observe for yourself.

Teachers and friends helped me come up with this concept of a compass. I thought it was brilliant and it comes to play a very important tole eventually. Once again, I tamed down my illustrative nature into something more sleek that fits with the visual language.

I was really happy with the result.

My teachers brought to light, the fact that it is such a journey to simply arrive at Norrland. You need to rent a car, or take a train from Norrway. It’s quite extreme and they suggested I play that up in the site somehow.

After brainstorming a lot, I decided to give my user a choice. Summer or Winter.

They are very different seasons in Sweden and would make for a very different kind of trip.

I also created an onboarding video to further enchant them before arriving at the site.

The compass above, would act as the guide and flip you between the two seasons.

A simple style tile as I began working with the elements.

Summer Style Guide

Winter Style Guide

As you can see, mood board 2 actually did come into play. But I managed to get the two colour schemes to feel like the same family by using consistent visual language

View the full prototype here:



Thanks for reading!! Tack.