Life Out West


Branding Denmark’s biggest coastline

The challenge

Even though it is the nation’s second biggest tourist attraction, the west coast of Denmark had never been communicated as a single, uniform brand. The region and its many stakeholders wanted to change this. With the aid of Visit Denmark, they briefed Fireball to create not only a strong and appealing brand identity but also a communication platform aimed at increasing and broadening the scope of incoming tourism.

The solution

As a unifying offset for the identity, Fireball chose the 11 historical and protected beacons that are placed along the West Coast.

Their different geometrical shapes and horizontal wood construction lines became the perfect inspiration for a strong logo universe framing the unique brand narrative about the region’s unique lifestyle sentiment and authentic local people and experiences.

A narrative that also created the platform for the ensuing communication and commercial platform