After decades of success, it was time to enter a new era for tourism giant Visit Åland. I designed the new digital brand and led the UI/UX process.

Role

UI / UX lead

Visual direction

Team

Winter Agency

Visit Åland

Timeline

2021 – now

Visit Åland is the tourism bureau of the Åland Islands and actively supports the consistent development of the community through tourism intitiatives and sponsoring. While strong on social channels, their digital presence was lacking both in terms of usability and overall look and feel. In 2021, I helped the team at Winter Agency pitch a new website (based on the existing brand) to Visit Åland. We won the pitch, beating a total of 6 agencies, and started the process to completely reshape Visit Åland’s main website as well as their two additional business portals.

During the process of redesigning the entire website, we found that sticking to the original brand was hindering our progress. The colors, typography and overall visual identity felt outdated and not suited for a service providing travel inspiration.

We decided to return to the drafting room and were ultimately able to present a new digital-first brand that felt in tune with what Visit Åland were seeking to emulate. We also made several content structure suggestions that would go with the new look.