Helping Hærvejen to unveil a fresh visual identity and digital products to attract more visitors to experience the historic hiking and cycling route through Jutland.

Even though more people were getting into outdoor activities after the pandemic, not enough folks knew about Hærvejen's mix of nature, history, and culture. They needed a way to grab attention and get people excited about planning their next adventure on Hærvejen. Plus, their audience had shifted. It wasn't just seasoned hikers and bikers anymore; it was also people who wanted a comfy experience with good food along the way, perfect for social or family day trips.

So, we had to jazz up their brand to catch the eye of a wider crowd and make sure their digital services were top-notch across the website and apps. Their old tech was a bit clunky, leaving users frustrated, so we needed to revamp the whole setup. We aimed for a smoother experience for both editors and users, plus an app that works offline with great navigation and map features.

At the beginning of the project, we conducted both qualitative and quantitative research to back up all decisions. These provided us with concrete insights about the target audience and their needs, which were operationalized into the concept and are reflected across the solutions. The quantitative research further revealed that the primary target group is day hikers, who make up over 70 percent of all hikers in Denmark. It was therefore necessary to shape the concept to also appeal to this group, and not just people on longer trips.

To address these challenges, we crafted a brand platform and visual identity that seamlessly blend the traditional with the modern. Visitors can experience this new identity through physical signage and analog maps along the route, as well as digitally via a revamped website and app. The website is designed to inspire exploration by offering detailed descriptions of curated routes, planned two-day trips, and comprehensive planning assistance. Both the website and app feature a digital map that aids in planning and navigation, helping users locate facilities and accommodations while providing real-time directions.

In the first month, which coincided with the peak hiking and cycling season in Denmark, we saw a 48 percent increase in website visits. Users were actively exploring the site, drawing inspiration for their upcoming trips on Hærvejen. The new app was downloaded over 4,000 times, with more than 50% of users engaging with the actual routes.

The overall engagement rate across both the website and the app reached an impressive 90 percent per visit, and the app received a rating of over 4 stars.