Levi Hotel Spa Resort · Brand repositioning · Creative direction
Lapland. Your way.
Lapland comes with expectations. Snow-covered landscapes, outdoor adventures and a certain idea of what a proper Lapland holiday should look like.
We weren’t particularly interested in following the script.
Levi Hotel Spa Resort was evolving from a traditional hotel into a more contemporary, design-led destination. The brand needed to catch up — and find a point of view of its own.
Instead of competing on the usual Lapland clichés, we challenged the idea that there’s a right way to experience the place.
The result was Juuri sitä mitä huvittaa.
Lapland. Your way.
A brand concept built around the freedom to enjoy Lapland on your own terms, whether that means doing everything or absolutely nothing.
I led the creative development and shaped the concept together with the team.
So, who says there’s a right way to experience Lapland? Why not pizza or Netflix?
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