Destination Voss is a tourism and development company. It’s main function is to coordinate and market tourism for Voss and to participate in project development for tourism.
The challenge
It is crucial that smaller cities in Norway present themselves as distinctive and exciting, both to attract tourists, residents and businesses. Voss has always been a special place, but it needed help creating a visual profile and marketing concept that would manifest it as a distinctive destination brand. In addition to this, there were two sub goals for the solution: that it be embraced by Voss inhabitants and was suited for t-shirt design.
The solution
In cooperation with Destination Voss and the Norwegian Design Council, Creuna developed a visual profile and branding strategy for Voss. Creuna strived to set a new standard in destination branding, hereby positioning Voss in a unique way in the Norwegian and international markets.
The starting point was a tourism strategy that was already established locally, and this, combined with continual acceptance-checks among all interested parties, made for a very efficient development process. The people in Voss like to playfully mix things up, and this is why Creuna has chosen the last ’s’ in Voss to be reversed.
The results
This playfulness forms a common thread throughout the entire communication concept. Voss has its own tradition for making up words and expressions – e.g. Vossafår (sheep), Vossåmål (Voss dialect), Vossastakk (Voss traditional dress) – and this led Creuna to develop a concept of constructing new words which - juxtaposed with pictures - clearly communicate that things are a little different in Voss.
The solution is not only a reflection of what Voss is, but also conceptualizes and articulates it in a way that enables countless new features. It is marketable and at the same time flexible, and has a life of its own.