BRAND IDENTITY & CAMPAIGN

Group project w. Benedikte Hald & Emma Witthoff
March 2024

Our group work is very much a team efford, we all get ideas, we talk about them, and we build on each others ideas. That's how we've created this project, which makes it hard to say who had which roles.

DESCRIPTION

Haldbjerg Naturcampus is an outdoor conference and team-building venue offering unique events in the nature with and without accommodation. They had a desire for a less masculine and boy-scout-like brand identity, as well as a goal to attract even more companies to book with them.

RESEARCH

Our most useful research for this project was our interviews with 4 different people from very different companies, all in charge of booking team events etc. at their workplaces. We've also conducted a survey to gain insights from those who participate in various work arrangements.

BRAND IDENTITY

BRAND STRATEGY

WHAT DO WE DO, AND HOW DO WE DO IT?

We offer outdoor settings for professional and social work-related events spanning one or more days, ensuring proper catering, modern facilities, and thereby making nature appealing to the majority.

WHO ARE WE HERE FOR?

• Companies that prioritize well-being - both socially and mentally - and are therefore open to exploring new initiatives to achieve this well-being.
• Companies seeking a different experience, where they can interact with each other in alternative settings.
• Employees who find nature daunting for various reasons.

WHAT MAKES US DIFFERENT?

Haldbjerg offers an authentic and comfortable experience nestled right by the unique natural area in North Zealand, where our facilities make us the only outdoor conference center of our kind.

VALUES

The sky is the limit • Enjoyment • Quality time

BRAND PERSONALITY

Fresh • Realistic • Open arms

AMBITION

To be a top-of-mind, highly recommended experience that visitors remember and talk about long after.

VISUAL IDENTITY

LOGO VERSIONS

COLORS

(TOPO)GRAPHIC ELEMENT

CAMPAIGN

CAMPAIGN STRATEGY

COMMUNICATIONS GOAL

To convey to businesses that Haldbjerg offers everything they are familiar with from their usual conference rooms and work settings.

CAMPAIGN PROBLEM

Do people even know, that outdoor meetings and conferences are a possibility?

CAMPAIGN PROPOSITION

Haldbjerg is not that different from what you know and like.

CAMPAIGN CONCEPT

JUST OUTDOOR

Our concept is "Just Outdoor", and the idea is to show well known social and professional work activities, just outdoor. We want to show people that being outside doesn't have to be that big of a change to what they're used to - you can do the same things outside.

PHOTO

We have chosen to adopt the visual style that Haldbjerg already had because it captures their natural surroundings exceptionally well. Within this framework, we have depicted various work scenarios in the great outdoors, focusing on making them look appealing and inviting.

VIDEO

This concept can also be applied to video, where, for instance, a close-up of someone writing on a whiteboard is shown, followed by a zoom-out revealing that it takes place outdoors in nature, to create an element of surprise.