Visual Identity
The task was to develop a new visual identity for "Helgelandslegen" - a collaborative project between 18 municipalities in the Helgeland region, Norway. Their aim is to recruit doctors, with students and newly graduated doctors (pre LIS1) as primary target group.
The identity should highlight "Helgelandslegen" and give visual distinctiveness to all external and internal communication. It should radiate competence and quality, be simple and at the same time give associations with geographical and cultural values that characterize the region.
Building Bridges
Visually, the bridge represents a connection between two points, and is often used as one metaphor for interpersonal connection and cooperation.
The bridge builder, in this case the "Helgelandslegen", is the one who lays the foundation for this connection. Through illustration, the bridge's symbolism can help to reinforce the feeling of unity and cohesion between two points. In the message of connecting people and opening up new opportunities, both professionally and privately, the bridge builder is a key player.
In addition to being a center of gravity in Northern Norway within process and workshop industry, power generation, aquaculture and oil and gas activity, Helgeland is known as a paradise for outdoor enthusiasts and adventurous souls. In the unique natural landscape with majestic mountains and enchanting beaches, diving, glacier hiking, summit tours and island hopping are available - just outside the door. These are points that the target group will certainly take into consideration when the decision to move to Helgeland is made.
In the visual identity, it has therefore been important to bring out that working as a doctor in the Helgeland region, not just about career. It is also about life balance. The identity should promote the idea of finding harmony between work and leisure, a point we have integrated into the concept by creating visual landscapes that are inviting and professional, and that encourage exploring and discovering what the region has to offer - also outside working hours.
Overall, the visual identity of Helgelandslegen is a reflection of the region's essence: a vibrant, vibrant and inspiring destination that offers more than just a career. By embracing the region's nature, activities, culture and life balance, we want the Helgelandslegen to function as a bridge builder between the need for doctors and ambitious people who are not just looking for a job, but an experience that will enrich their lives in several ways.
