The Purest Air

Finnish Lapland is known for snowcaked trees and Northern Lights in the winter and for the Midnight Sun in the summer. Can the purest air be the next unique selling point for our travel industry?

How can you brand air? That was the challenge we faced with this unique case, together with Discover Muonio, Metsähallitus, Finnish Meteorological Institute and Lapland University of Applied Sciences. The Finnish Meteorological Institute produces a great deal of data and research on climate change in the Pallas Supersite in Muonio, Finland. Their Pallas Air Quality Index is a data set for air quality, but it can feel distant outside the scientific realm.

Our client partners had gathered a significant amount of scientific data about the air quality and wanted to use the information for building a brand and communication concept for telling the story.

We created The Purest Air brand as the symbol for the cleanest air in the world. The goal was to create a set of tools to help the area communicate the concept and inspire actions that help keep it that way. As their vision says, they want the region to have the purest air in the world for generations to come.

The visual identity is inspired by the data. The air quality is immediately visible even if the related metrics are not familiar to you. The challenge was to visualize something that is not visible, but can be felt with every breath. The more particles in the air, the more you feel it in your throat. The circular shape has sharper edges to illustrate the higher values. For the color palette, we chose something that would be in sync with the local environment in Muonio.

The nature tourism and responsible tourism trends were on the rise even before Covid, but after the pandemic, destinations like Muonio are even more in demand. Therefore this project aims to popularize the science related to the Pallas Supersite and make it available to various organizations, including local companies. Our shared mission is to preserve the world’s cleanest air in Pallas and bolster the municipality’s vitality in a sustainable way.

TEAM

Project lead & strategist: Miikka Niemi
Art Director & Designer: Toni Rantanen
Data visualization: Toni Rantanen
Creative: Henry Kestilä
Photography effects: Jussi Rovanperä