Fjord Xplore
Visual Identity
Design of flyers
& photos
Visual identity
In this project, I was primarily responsible for developing the visual identity and logo design for a company offering exclusive experiences in the Stavanger region. I also designed promotional flyers and produced photography for their marketing materials.
The company specializes in private fjord cruises through Lysefjorden, guided sightseeing tours, customized group excursions, and charter experiences. Their goal is to combine comfort, adventure, and local culture while giving guests a close connection to the spectacular landscapes of Western Norway.
To create a brand identity that reflected the quality of these experiences, I began by exploring the company’s values, target audience, and ambitions. The company wanted to position itself as an exclusive, modern, and energetic brand that would appeal to a wide range of customers, including tourists, families, groups of friends, businesses, and private event organizers.
Color palette
Name
Design av flyers
The color palette was developed based on how the company wanted to be perceived. I explored three different color directions, with the final concept built around a deep purple primary color. This choice was made to create a sophisticated and modern identity that stands apart from the traditional blue tones commonly used within the tourism and maritime industries. Purple is often associated with quality, creativity, and exclusivity, giving the brand a distinctive visual presence.
To complement this, I introduced an aqua-green secondary color inspired by the fjords and surrounding coastal landscape. The color adds energy, freshness, and a sense of adventure, while also helping to create clear visual hierarchy across brand touchpoints.
Throughout the process, I applied principles of color theory, contrast, and user experience to ensure strong readability and consistency across digital platforms. The result is a visual identity that communicates the company's core values of quality, exclusivity, exploration, flexibility, and memorable experiences.
The company’s existing name, Yolo Fjord Cruise, felt more closely associated with a younger and less premium audience, which did not fully align with the company's ambition to offer high-quality, exclusive experiences. As a result, brand naming became an important part of the identity development process.
I explored a range of naming concepts aimed at better reflecting the company's positioning and long-term vision. Among the name alternatives Fjord Xplore was the winner. It communicate discovery, adventure, flexibility, and experience-driven tourism while maintaining a modern and international and playful appeal. It is also easy name to remember, it stand out in the competitive market and represent the experiences offers.
Logo process
With new name, it is also needed with a new logo. The client wanted to retain the keep the existing graphic element - wave. In the sketching phase I tried to find ways to integrate it directly into the logotype rather than using it as a separate symbol. The goal was to create a more cohesive and contemporary identity where the symbol and typography are merge into one logo element. By doing that I think it strengthened the connection to the ocean and the experiences the company offers, while creating a more distinctive and recognizable brand expression.
Throughout the process, I developed sketches to explore different directions and find the right balance between readability, functionality, and brand personality. Due to budget constraints, the client ultimately chose to retain their existing logo style rather than proceed with a full redesign.
Name
I designed the flyers for the company’s two main experiences which is guided bus and boat tours. I also took photos for them used throughout the marketing materials and some of them are on their website too.
