Saaristo
The Archipelago of Finland

Putting the world’s largest archipelago on the map

Saaristo

Contributions

Brand Strategy, Positioning, Copywriting, Brand Identity, Art direction, Digital Design, Augmented reality

Industry

Travel & Tourism

A destination of unique cultural value needed a brand to speak for it.

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Despite being the world’s largest archipelago, Western Finland’s vast island chain is little known in the wider world. Bond was tasked with creating an entire destination brand to drive sustainable tourism, improve services, and contribute to the betterment of life in the region. This included brand identity, brand idea and brand strategy, in addition to a comprehensive visual, motion, sonic and spatial experience. An ambitious challenge for an area comprised of more than 40,000 distinct islands, scattered across the Archipelago Sea.

A broad spectrum of travelers united in the pursuit of meaningful travel experiences.

Creating a brand to represent this expansive region and its stakeholders required a deep understanding of the place, its culture, and the profiles of its prospective visitors. In addition to stakeholder interviews, we sifted through Visit Finland’s trove of tourism segmentation data to pinpoint common themes among diverse visitor groups and understand what drives destination travel in Finland. This research formed the foundation of our brand strategy.

Whether a retired German couple seeking tranquil sunsets, a local kayak crew obsessed with isolated skerries or Japanese sauna enthusiasts, we found that all traveler categories shared one core desire: to have meaningful, life-defining moments in nature.

The entire brand essence, distilled into a single Finnish word.

Although the literal translation of the Finnish word ‘Saaristo’ is ‘archipelago’, in colloquial language, it refers to the entire region in Western Finland that makes up our brand. Sure, it may be an odd word for unfamiliar visitors but that suits the strategic aim precisely: to underline the region’s unique character and its deep roots in Finnish culture.

A destination built from 40, 000 unique islands. A brand identity built from eight.

Wind, waves and ice have sculpted this remarkable landscape over millions of years. We let it speak for itself, crafting the logo from the outlines of eight of its islands.

The landscape, the culture, the flora and fauna—everything here is Shaped by Saaristo. It only makes sense for the brand to follow the same logic.

Just as millions of years of wind, waves and ice have shaped this landscape, they will also leave an indelible mark on all who visit. Saaristo will shape you for for the better.

‘Shaped by Saaristo’ is a concept, a promise and a challenge. It frames the archipelago as a profoundly original destination that will stay with you long after you leave, appealing to all people seeking transformative travel experiences. It also reflects the core brand belief that sustainable travel must create a positive feedback loop, in which increased resources improve services, in turn providing easier access, better quality of life, and greater environmental protections.

The little, big revelations of Saaristo shape us for good.

Visual identity — Using the islands themselves as visual building blocks. Always stays true to Saaristo’s essence as a destination.

Verbal identity — Saaristo lets the islands speak for themselves. Straightforward, thoughtful and kind.

Sonic branding — Bringing the soothing sounds of Saaristo to all brand touchpoints.

Digital experience — A journey through the islands, designed for all the senses.

Spatial experience — Creating a tangible experience of Saaristo in urban spaces, to let people feel the calm of Finland’s vast archipelago from far away.