Project overview

Octola Private Wilderness is an ultra-premium resort in the hills outside Rovaniemi, a haven of peace and connection for the highest echelon of travelers. With a loyal following and stellar reputation, their parent company wanted to establish the attributes that made Octola so desirable. We went to work and dived into a world of private resorts, yachts, and personal assistants, looking for the essence of their brand and ways to further polish the crown jewel at Luxury Action Group.

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

Challenge

Whenever we set out to revamp an established brand, the greatest challenge is balance. Heritage, legacy, and earned reputation can often clash with innovation and bold ideas. Striking that balance and keeping the earned benefits while looking ahead is a tightrope that requires strategic thinking, insight, and contemplation. Often we start with bold, even outlandish ideas and then fine-tune our approach based on customer feedback – it’s always better to dial things back than to start with something lukewarm.

Strategy

Since we were working on the entire Luxury Action Alliance, we leveraged the insights already gathered. We set out to redefine ultra-luxury by focusing on inner worlds, connections, and meaning. When material possessions lose their meaning, inner peace and connections become invaluable. This is why Octola is not an escape from reality, but an opportunity to find a spiritual home in the North.

Creative Solution

Octola is Beyond Infinity, a place above expectations and limits. We mapped out Octola’s key fundamentals, such as their values, product, and aspirations, generating a solid foundation for consistent growth in the future. Everything from tone of voice and typography was aligned to serve a single vision, honed to perfection. We recognised the value of modern mysticism and esoteric ideas, allowing space for interpretation and discovery at every level.

Implementation

The strategy was translated into a cohesive brand and digital framework. A foundation built on depth, trust, and experiences that stay with you long after the journey ends. These fundamentals and the messaging we crafted will be implemented throughout their public-facing operations, from website to customer care. Aspects such as clean air, rebirth, and inner wealth are communicated in subtle ways while the imagery and color palette are focused on natural serenity. All in all, this was a great opportunity to work on a highly valuable brand. Helping fortify Octola’s foundations and finding new ways of presenting the brand to the world was among the highlights of our year. 

octola.com

TEAM

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