Project overview

The Glass Resort, an elegant haven on the Arctic Circle, asked us to help solidify their brand, sharpen their market positioning, and create a seamless digital experience. The project included a marketing and content strategy, a visual identity refresh, and a new website that guides guests smoothly from inspiration to booking. Our task was simple: to align all aspects of their brand with the resort’s quiet luxury and Arctic surroundings.

Category/Industry: Hospitality, Travel
Services: Brand strategy, Marketing Communications, Art Direction & Graphic Design
Services: 2025

Challenge

With increased travel and interest in Lapland, competition in the accommodation sector is heating up. When short-term rentals provide swanky options and privacy, traditional providers need to play to their strengths and communicate decisively. While the Glass Resort product was already honed, their brand and marketing needed a polished, coherent look and feel.

Strategy

We looked into the product offering, surroundings, clientele, and aspirations at the Glass Resort. We workshopped themes and ideas while applying our keen eye and expertise into matters of style, strategy, and impression. We wanted to position Glass Resort as a premium destination known for their excellent quality, service, taste, and privacy. The brand work was compiled into a marketing strategy that will aid future efforts and provide consistent guidelines within the company.

Creative Solution

Brand Voice & Story
Short, evocative lines where sensory detail and quiet luxury allow space for nature.

Visual Identity Refresh
A light, thoughtful update with refined typography, calmer palette, and photography that feels unforced and intimate.

Experience Architecture
Four clear gateways – Apartments, Eat & Drink, Experience, Inspiration – to reduce friction and surface core conversions.

Editorial System
Story formats for Our Story, Lapland Insight, Planning Your Trip, Sustainability, and Press/News to fuel SEO and seasonal relevance.

Implementation

Website (UX/UI & Content)

Home designed for action: hero, integrated Mews availability, highlights for rooms, GALLIS, seasonal features, activities.

Apartments
Comparable USPs per unit (no floor plans by default; available on request).

Eat & Drink (Restaurant GALLIS)
Seasonal menu storytelling; ResDiary reservations.

Experience
Four pillars — Wellness, Special Moments, Personalized Service, Activities — with clear CTAs and Bokun activity booking.

Inspiration/News
Modular articles for education, PR, and evergreen discovery.

glassresort.fi

TEAM

Project Manager: Tarja Väyrynen
Art Director & Web Designer: Toni Rantanen
Strategist: Joni Pekkala
Copywriter: Olli Oilinki
Social Media Content Creater: Henry Kestilä