Become Trondheim

By developing a clear, long-term brand strategy and a strong visual identity to position Trondheim nationally and internationally, we helped Visit Trondheim take a distinct position in the lifestyles and journeys of “its people”. We created a strategy for good storytelling and a brand that lets Trondheim be the story you write yourself into. A brand that you complete yourself, and the more you add to it, the more it adds to you.

(Work developed under ANTI Trondheim & ANTI Bergen)

Like many other industries, tourism went through major changes during the Covid-19 pandemic. Today’s travellers choose destinations in new ways and prioritise differently than before. They choose journeys that represent who they are, seeking out experiences based on how things look on social media. A single image can entice people across the globe in search of a story worth sharing. Building a brand for tomorrow’s visitors, we looked to the qualities of Trondheim and created a brand that invites you in.

For Visit Trondheim, it was also important to include the many industries and partners that make Trondheim the city it is today. Building on insights from workshops with partners and decision-makers in Trondheim, we mapped the needs the brand strategy had to answer, creating a solution where Visit Trondheim could give back to the city. With many events across different sectors, and an audience varying greatly in nationality, age and interests, it became clear that Visit Trondheim needed to become an umbrella for all of these, taking the role of the city’s storyteller.

We created a platform for Trondheim to become a city brand relevant to everyone, not just as a tourist destination but as a community on a journey, open to influence. It made room for storytelling, and for people to become Trondheim. Be tech, be foodie, be wild, be expert, be Viking, be proud, be curious, be inspirational. “Become Trondheim” was a strategy that let us inspire and recruit, both at home and away. We built on the qualities Trondheim has to offer: food, history, innovation, art and culture, nature, education and business opportunities.

In developing the visual identity, it was also important for us to explore the qualities, properties and symbols that will always remain true for Trondheim. Nidaros Cathedral was used as a strong visual reference to create a sense of pride in the brand among locals.

We also put an emphasis on OLD → NEW, defining the Trondheim DNA by balancing the city’s historical significance with its relevance today. The new visual identity was created through a process that combines the story, design thinking and simple geometric principles, generating the building blocks for the broader visual identity and brand platform.