Rewild
Redesigning a Brand and its Experiences in Iceland
Role: UX/UI Designer, Creative Director, Brand Designer
Year: 2024
Duration: 8 weeks
Made with: Figma + Wix Studio
The Process:
Challenge:
They came to me thinking they just needed social media posts, I gave them clarity, structure, and emotional resonance - and a whole new brand...
The first thing to go was the name: 64N21W.
Coordinates? Tech startup? Weather app? Did that guy have another son?
That’s how Rewild was (re)born:
From the brand strategy we mapped together, I designed every digital and physical touchpoint:
• Full brand identity: rooted in Icelandic nature and human connection
• New website: from UX structure to UI design and development
• Booking platform: integrated into the site for easy, intuitive tour reservations
• Social media content, with me handling:
→ Visual design
→ Copywriting
→ Video editing
→ Art direction for photos
Over 4 Sundays, we talked about strategy, personas, tone of voice, content formats, naming, typography, color theory, intro to UI/UX, even basic digital product design.
When they sent me their homework, I knew they got it:
The Research:
With a limited budget for primary research, I leveraged existing data and firsthand insights from my 3 years as a digital nomad.
Having met travelers from all walks of life - each with unique motivations and barriers - I conducted interviews within my own network.
These conversations, combined with industry reports, shaped the foundation of our strategy.
Key Research Findings
Rewild’s existing client base primarily came through travel agencies - an approach that younger generations seldom use. Instead, modern travelers:
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Conduct research via social media.
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Book online, prioritizing ease and convenience.
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Ask for tour recommendations at their accommodations.
For Rewild to grow, it had to transition into the digital space and offer a seamless booking system - something competitors lacked.
The Iceland Travel Paradox
Iceland isn’t just a travel destination, it’s a dream. Yet:
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Many never visit, believing it’s expensive, far, and difficult to plan.
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Those who do visit rarely return.
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The main motivator is nature, but the market is oversaturated with generic tours.
The Opportunity
Being “different” wasn’t the answer. Being honest, emotional, and human was. Rewild needed to speak to travelers as a local would talk to a friend.
Supporting Data
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Iceland welcomed 1.7 million tourists in 2023, over 4x its population (Statista).
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83% of visitors cited nature and landscape as their main motivation (Icelandic Tourist Board, 2023).
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Only 10% return, meaning the opportunity lay in curating a transformative, one-time experience that would leave a lasting impact.
Defining Key User Insights
From this, I identified critical insights to shape Rewild’s brand and offerings:
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Iceland is on everyone’s bucket list, but most travelers don’t know how to experience it without a guide (or why they shouldn’t).
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Travelers seek sustainability, but they’re unwilling to sacrifice comfort.
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They’re overwhelmed by information and crave curation they can trust.
The visual Idendity:
I wanted the brand to feel bold enough to be stamped on a 4x4, but personal enough to feel like a warm chat over coffee.
So I drew the “W” to mimic the winding Icelandic roads. It became our submark, a symbol of both geography and life transformation.
The content strategy focused not only on the "once in a lifetime" tourists, but also on what most brands in Iceland ignore: seasoned travelers who don’t want the trip of a lifetime - they want the trip that changes their life.
I showcased Iceland’s peculiarities with bold visuals and clever copy, leaning into the island’s isolation:
“Iceland is on your bucket list. Let’s make it the thing you actually cross off.”
Brand Mood
Rewild’s branding captures the nostalgic essence of travel. The imagery is inspired by vintage 90s film photography, evoking the warmth and imperfections of real, lived experiences.
The typography echoes classic travel magazine ads, reinforcing a timeless, adventurous spirit.
This visual language not only sets Rewild apart but also taps into a collective memory of exploration - one that feels personal, familiar, and deeply emotional.
The Outcome: Wildly Consistent, Deeply Human
Since launching the brand, Iceland Rewild has secured partnerships with eco-lodges and independent travel curators. Their Instagram became a magnet for like-minded adventurers who don’t just want to see the Northern Lights, they want to understand the land beneath them.
And me? I delivered this project with a solid reminder: good branding isn’t decoration, it’s the translation of an idea into a digital experience that brings people to a real universe.
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