WORK | IMELLA is an adventure route in South Troms, north of Norway. The new identity created is based on the specific nature of South Troms, where mountains and sea form a clear and simple symbol. The mountains overlap, which creates new forms and colors and illustrate diversity in experiences and nature. The typography is strong and clear and will thus be suited very well on signs. The typography has also received a unaffected expression, which reflects both the nature of the southern Troms and the values for IMELLA. It is chosen a color palette with an emphasis on nature in southern Troms. 3 main colors illustrate stones, forest and blue mountains. In addition, it is selected 7 additional colors illustrating details in nature such as heather, grass, sky and sun. All the colors together give the profile a clear and consistent picture of IMELLA. See more from IMELLA here.
The development of the identity is a collaboration with illustrator Ingrid Baadnes in ablemagic.