Resetting the coordinates of snow.

Creating a new look and feel, clarifying the brand idea, retelling the image story and building a marketing campaign for the Ruka ski resort and the Kuusamo area.

Based on Ruka’s old logo, we developed and produced Ruka Sans typeface, which is complemented by a comprehensive Dingbats symbol typeface.

The Kuusamo and Ruka logos were combined based on a subtly renewed Ruka logo. A vibrant visual identity took shape: the brightened colours, new custome typeface and the image gallery that stands out from the rest of the industry showcase Ruka’s key selling points: the fresh snow in winter and the pure nature in summer. The new identity is present everywhere from international brochures to the slope side paintings of the snowboard park.

The winter marketing concept is also based on snow, on the coordinates of snow leading you to Ruka and Kuusamo. Marketing was targeted to the whole of Finland, and the new look and feel was launched on television and radio, at events as well as in online and mobile marketing. 

The marketing campaign and strategy were created together with the Merikallio & Son Agency. The campaign photos were taken by Agency Leroy and Marko Rantanen. The TV film was directed by Marko Rantanen and the new Ruka–Kuusamo area photography was shot by Agency Leroy.