Last May I was in the freezing white wildness of the Arctic. A wondrous, timeless, precious place. The kind of place that reminds you that the world is mightier than we are. That we are frail, that we are temporary – that sometimes we have to graciously bow to things greater than ourselves. The Arctic is definitely the place to ponder these matters.
It was also a place where I was working.
I was there with eleven other guests, exploring the remote Arctic archipelago of Svalbard with Secret Atlas, creators of the Expedition Micro Cruise, to see for myself, up close, the uniqueness of their expedition-style cruise experience. Call it a factory visit. Though this one featured walruses, icebergs, interesting guests from across the world… and a baby polar bear.
The company has a strong conviction that ship expedition travel can be done differently so has been delivering enriching experiential travel to the North and South poles since 2019.
Their success required a sharpening of the company’s brand strategy and visual identity, on which to base stronger messaging, website design, and logo evolution. Working with SO Creative Studio, our design partners, we were tasked with communicating the brand story, expressing the benefits of their micro size, pioneering spirit, authenticity, personality, and uniqueness.
By interviewing the guides, team and guests we learned that their story combines a rational narrative, spanning history, facts and product features plus a powerful emotional narrative of beauty, wonder, and an enriched travel – indeed life – experience.
We refreshed the company logo, making it more clean, elegant, and direct. We gave the website a new brand style and art direction. We developed a bold, confident look that channelled the clean lines and open spaces of the polar regions, along with the more abstract concepts of freedom, time and purity.
We developed a colour palette, also connected to nature, that is earthy, subtle, and different from the usual Arctic colours. And we are delighted with the positive reaction it has got.
So skip the sun lounger on the Costa del Sol this year – go and discover your inner Edmund Hillary….
The luxury consumer, shopper, customer, target audience
As London-based luxury branding Agency, Anew’s two founders understand the worlds of HNW’s/UHNW’s. We deliver insights from market research, strategic brand thinking, new brand names, luxury logo design, messaging, online and offline content, coffee table books and luxury brand websites. We have helped companies such as Bombardier, Universal Music, Hatch Mansfield and Peninsula Hotels.
To get in touch do drop us an email. We'd be delighted to meet for a coffee, either face-to-face or virtually to discuss your brief.
