Spor — Brand Repositioning for Norwegian Jewellery

Spor, a jewellery brand under Sylvsmidja rooted in Norwegian craft, wanted to reach a new generation of women with a clearer identity and voice. Nonspace developed the brand story, two visual directions and an editorial and customer experience strategy.

Highlights

A freckled woman with blue eyes wearing a green fleece coat and gold earrings with colorful stones — by Nonspace

A delicate piece of pale green reindeer lichen resting on white fabric — by Nonspace

A MacBook Pro displaying the Spor jewelry e-commerce website sits on a paint-splattered wooden table in natural light — by Nonspace

Hands wearing gold leaf-shaped rings gathering dried reeds against a misty blue background — by Nonspace

About the project

Founded in 1940 in Voss, Norway, Sylvsmidja is the country's leading producer of traditional Norwegian silver jewellery, known as bunadsølv. For over eight decades, the company has upheld the highest standards of craftsmanship, working with skilled silversmiths to create pieces that honour Norway's cultural heritage while embracing modern production techniques. Spor is a contemporary jewellery brand created by Sylvsmidja as a modern interpretation of its silversmithing legacy. Drawing inspiration from Norwegian culture, landscape, and craft traditions, Spor represents a new generation of design, one that balances authenticity with modern aesthetics.

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Spor, a jewellery brand under Sylvsmidja, set out to reposition itself with a clearer identity and a more relevant voice. Known for craftsmanship and its connection to Norwegian heritage, the brand wanted to reach a new generation of women who value authenticity, quality and design with meaning.

We were engaged to develop a creative strategy that would articulate this new direction, bridging the brand's legacy with a modern, design-led perspective and laying the foundation for future growth in direct-to-consumer channels.

(Work developed under ANTI Bergen)

Brand

Brand Strategy

Brand messaging

Packaging Design

Brand guidelines

Visual Identity

Despite its strong product quality and meaningful heritage, Spor lacked a coherent identity that resonated with its evolving audience. The brand's story and tone of voice were underdeveloped, leading to fragmented communication and limited emotional connection with consumers.

There was also a gap between Spor’s physical craftsmanship and its digital presence. The customer journey did not reflect the brand’s values or aesthetic potential, and the content strategy lacked the structure to sustain engagement or drive sales. The challenge was to rediscover Spor’s essence, find a balance between tradition and innovation, and express it through a compelling story, a modern look and a customer experience that holds together.

We started by defining a clear brand story that articulated the spirit of the Spor Woman and captured the emotional link between product, identity, and experience. This narrative served as the creative foundation for the brand's evolution.

Two distinct visual directions were developed to explore different ways of expressing this story, giving stakeholders the opportunity to align around a shared creative vision. Building on this, an editorial and customer experience strategy was created to guide Spor’s storytelling, content development and digital communication.

Together, these elements formed a cohesive strategic framework, one that provided clarity, consistency, and creative direction for the brand's next phase of growth.

The repositioning gave Spor a clear and consistent direction: a defined brand story, a cohesive visual expression and a structured content framework. The customer journey was rethought to connect digital and physical touchpoints, as a foundation for Spor as a modern expression of Norwegian craftsmanship.