Project overview

Luxury Action is a pioneer of Nordic ultra luxury travel. They have been setting the bar for travel companies in Lapland and across the Arctic for years, but they had yet to distill their brand essence into its fundamentals. After preliminary talks, we took on the challenge of discovery, definition, and refinement, setting out to create a comprehensive brand manual for the trend-setting company.

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

Challenge

To start with, we had a number of key decisions to make: how would we present the different brands within Luxury Action and how would they interact with another? Given their different target markets, should the companies stay separate? And did they want to focus on legacy or reform? After these hurdles, a million more awaited, with nuance to spare.

Strategy

We started the project as we always do: by talking, listening, and digging deeper. We assembled an all-star team and met with the founders and operators, studied materials and trends, and used our strategic expertise. We wanted to find themes that their various companies shared – as well as individual avenues that would keep them relevant and dynamic well into the future. Our process was more of a back-and-forth conversation than an outsider’s prescriptive take, making sure whatever we produced, it would never alienate their existing clientele.

Creative Solution

To start with, we decided on organizing the companies into Luxury Action Alliance, a loose network where each company serves their own market, has its own brand, and operates independently. This allows them to leverage Luxury Action’s reputation and sales channels while keeping the brands separate from one another.

With Luxury Action, we found that themes of rebirth and inner growth resonated the most – their logo is a phoenix, after all. The key brand message we landed on was Worlds Within, an enigmatic motto for a quest into the inner self. The message sits into a brand story where the company ethos is laid out in bold. As their clientele is international, all messaging is in English, a strong suit at Flatlight thanks to our Copywriter and Translator Olli Oilinki.

With visuals, Art Director Toni Rantanen looked for inspiration from high fashion, classical fonts, and distinctive natural colors to distinguish the brand from the competition. We volleyed concepts and visuals back and forth until we found something that represents their deepest ideas and aspirations.

Implementation

Our brand strategy was integrated into a cohesive brand and digital framework where every element supports the other. We produced a brand manual that would anchor their brand essence: it packs everything from purpose and mindset to structure and messaging guidelines into an instinctively digestible format. The end result of our work is a refined brand system where Luxury Action stands on a foundation built on depth, trust, and experiences that stay with you long after the journey ends.

luxuryaction.com

TEAM

Project Manager: Tarja Väyrynen
Strategist: Miikka Niemi
Art Director & Web Design: Toni Rantanen
Graphic Designer: Sara Korkala
Copywriter: Olli Oilinki