Digitising and Rebranding a Trusted Travel Operator

Since the early 2000s, there had been few upgrades to the company's digital presence and visual identity. When Fjord Travel Norway became part of the DSD Explore family, a brand upgrade was initiated. Nonspace was brought in to complete it and delivered a website design that kick-started the company's new digital journey.

“Fjord Travel Norway is important to DSD Explore's investment in travel and events. When we decided to renew our visual identity and website, we wanted a partner who could challenge us on design and dare to think innovatively within the travel genre,” says Bob André Engelsen, Web Editor at Fjord Travel Norway.

Among the operators offering cruises and tours in Norway, Fjord Travel Norway stands out with multi-day tours that often include several distinctive destinations across the country. The company offers carefully planned travel experiences that give its adventurous customers good value. Its current customers are mainly middle-aged to retired travellers from the USA, the UK and the EU.

While many in the industry focus on broadening their audience or lowering the average age of their customers, Fjord Travel Norway chose to prioritise the best possible user experience for its existing audience, as an integral part of the travel experience.

With a sophisticated customer base that is increasingly digitally native, with clear expectations and habits, meeting specific user needs and preferences was essential to our process. We designed a digital brand experience that combines reliability with a rich and inspiring sense of exploration.

Building on extensive customer research, we mapped customer journeys based on Fjord Travel Norway's existing customer personas, to make sure the design addressed specific user needs. The concrete outcome of this process was a simplified visual language and intuitive paths through content-rich pages.

As part of elevating Fjord Travel Norway's brand position and customer experience, we also redesigned the logo. We used customer and brand insight to define a logo that communicates the company's authentic Norwegian heritage and business, while being optimised for the digital version of the brand.

We carried out thorough user testing, including guerrilla testing in the field and structured interviews with existing customers. This ensured the brand was competitively positioned in a crowded market, while delivering a seamless, user-friendly experience for end users.

We worked closely with DSD Explore's in-house development team, Adventure Tech, and the website developers to make sure the design was easy to implement within predefined technical specifications, while keeping its aesthetic and functional integrity. Tailored handover documentation and clear guidance made the collaboration straightforward.

Fjord Travel Norway launched its new identity and website in August 2024, an important milestone in the company's digital transformation. The renewed brand identity and user-friendly website design continue to invite travellers to “Feel Norway” and set out on memorable journeys through the Norwegian landscape.

“The result is an identity and website design that represent Nordic qualities and highlight the four distinct Nordic seasons. We are very pleased with our collaboration with Nonspace and look forward to seeing the results of the work. We truly believe we have created solutions that improve the user experience,” says Bob André Engelsen, Web Editor at Fjord Travel Norway.