From historic route to digital destination
From historic route to digital destination
From historic route to digital destination
Client
Hærvejen
How do you make more than 500 km of history and nature relevant to more people? Hærvejen got a new identity and digital experiences that make it easier to find inspiration, plan the trip, and find the way. The result: 48% more website visits and over 4,000 app downloads in the first month.
Client
Hærvejen
How do you make more than 500 km of history and nature relevant to more people? Hærvejen got a new identity and digital experiences that make it easier to find inspiration, plan the trip, and find the way. The result: 48% more website visits and over 4,000 app downloads in the first month.
Client
Hærvejen
How do you make more than 500 km of history and nature relevant to more people? Hærvejen got a new identity and digital experiences that make it easier to find inspiration, plan the trip, and find the way. The result: 48% more website visits and over 4,000 app downloads in the first month.
Challenge
A great experience, known by too few.
The interest in hiking and cycling has grown significantly. Yet, Hærvejen did not experience the same growth along the more than 500 km long route through Jutland.
However, the potential was great. Hærvejen combines nature, history, and culture into one experience, but awareness was too low, and the offering appealed primarily to experienced hikers and cyclists.
At the same time, our research showed that more than 70% of Danish hikers are day-trippers. Therefore, Hærvejen also needed to be relevant for those who want to go on a short trip with the family, combine nature with a good meal, or just experience a small part of the route.
The digital solutions did not make it easy enough either. Performance and user-friendliness caused frustration, and there was a need for a better way to plan and navigate, even when the connection is lost along the way.
The ambition was therefore greater than a new website or a new identity: Hærvejen needed to be developed into an attractive and accessible nature experience for far more people.
Challenge
A great experience, known by too few.
The interest in hiking and cycling has grown significantly. Yet, Hærvejen did not experience the same growth along the more than 500 km long route through Jutland.
However, the potential was great. Hærvejen combines nature, history, and culture into one experience, but awareness was too low, and the offering appealed primarily to experienced hikers and cyclists.
At the same time, our research showed that more than 70% of Danish hikers are day-trippers. Therefore, Hærvejen also needed to be relevant for those who want to go on a short trip with the family, combine nature with a good meal, or just experience a small part of the route.
The digital solutions did not make it easy enough either. Performance and user-friendliness caused frustration, and there was a need for a better way to plan and navigate, even when the connection is lost along the way.
The ambition was therefore greater than a new website or a new identity: Hærvejen needed to be developed into an attractive and accessible nature experience for far more people.
A great experience, known by too few.
The interest in hiking and cycling has grown significantly. Yet, Hærvejen did not experience the same growth along the more than 500 km long route through Jutland.
However, the potential was great. Hærvejen combines nature, history, and culture into one experience, but awareness was too low, and the offering appealed primarily to experienced hikers and cyclists.
At the same time, our research showed that more than 70% of Danish hikers are day-trippers. Therefore, Hærvejen also needed to be relevant for those who want to go on a short trip with the family, combine nature with a good meal, or just experience a small part of the route.
The digital solutions did not make it easy enough either. Performance and user-friendliness caused frustration, and there was a need for a better way to plan and navigate, even when the connection is lost along the way.
The ambition was therefore greater than a new website or a new identity: Hærvejen needed to be developed into an attractive and accessible nature experience for far more people.
Solution
Based on qualitative and quantitative research, we developed a new brand platform and visual identity that builds on the strongest aspects of Hærvejen: nature, history, and the experience of being on the move.
The identity binds the physical and digital Hærvejen together across signage, maps, website, and app.
The new website makes it easier to go from inspiration to an actual trip. Users can explore selected routes, find suggestions for shorter trips, and plan according to their own needs.
The website and app also share a digital map solution where you can find routes, facilities, and accommodation, and navigate along the way. The app also works offline, so Hærvejen still shows the way even when mobile coverage does not.
Behind the experience lies a new technical architecture with a headless CMS and integration with public APIs. More than 80% of the content on the digital platforms is retrieved automatically. This reduces manual maintenance and simplifies the daily routine for the editors.
AI also supports translation into English and German. This saves significant manual translation work and makes it easier to open Hærvejen to international visitors.
The result is one cohesive experience before, during, and after the trip. And a digital platform built to grow with Hærvejen's ambitions.
Solution
Based on qualitative and quantitative research, we developed a new brand platform and visual identity that builds on the strongest aspects of Hærvejen: nature, history, and the experience of being on the move.
The identity binds the physical and digital Hærvejen together across signage, maps, website, and app.
The new website makes it easier to go from inspiration to an actual trip. Users can explore selected routes, find suggestions for shorter trips, and plan according to their own needs.
The website and app also share a digital map solution where you can find routes, facilities, and accommodation, and navigate along the way. The app also works offline, so Hærvejen still shows the way even when mobile coverage does not.
Behind the experience lies a new technical architecture with a headless CMS and integration with public APIs. More than 80% of the content on the digital platforms is retrieved automatically. This reduces manual maintenance and simplifies the daily routine for the editors.
AI also supports translation into English and German. This saves significant manual translation work and makes it easier to open Hærvejen to international visitors.
The result is one cohesive experience before, during, and after the trip. And a digital platform built to grow with Hærvejen's ambitions.
Based on qualitative and quantitative research, we developed a new brand platform and visual identity that builds on the strongest aspects of Hærvejen: nature, history, and the experience of being on the move.
The identity binds the physical and digital Hærvejen together across signage, maps, website, and app.
The new website makes it easier to go from inspiration to an actual trip. Users can explore selected routes, find suggestions for shorter trips, and plan according to their own needs.
The website and app also share a digital map solution where you can find routes, facilities, and accommodation, and navigate along the way. The app also works offline, so Hærvejen still shows the way even when mobile coverage does not.
Behind the experience lies a new technical architecture with a headless CMS and integration with public APIs. More than 80% of the content on the digital platforms is retrieved automatically. This reduces manual maintenance and simplifies the daily routine for the editors.
AI also supports translation into English and German. This saves significant manual translation work and makes it easier to open Hærvejen to international visitors.
The result is one cohesive experience before, during, and after the trip. And a digital platform built to grow with Hærvejen's ambitions.
Results
Already in the first month, the new solutions showed clear results:
48% more visits to the website
4,000+ downloads of the app
More than half of the app users interacted with the routes
90% engagement rate across the website and app
4+ stars in app ratings
At the same time, the new architecture means that more than 80% of the content can be maintained via the underlying data sources rather than manually on individual platforms.
Hærvejen has thus gained more than just a new identity and new digital products. They have acquired a coherent platform that makes one of Denmark's greatest nature experiences easier to discover, easier to plan, and easier to navigate.
Results
Already in the first month, the new solutions showed clear results:
48% more visits to the website
4,000+ downloads of the app
More than half of the app users interacted with the routes
90% engagement rate across the website and app
4+ stars in app ratings
At the same time, the new architecture means that more than 80% of the content can be maintained via the underlying data sources rather than manually on individual platforms.
Hærvejen has thus gained more than just a new identity and new digital products. They have acquired a coherent platform that makes one of Denmark's greatest nature experiences easier to discover, easier to plan, and easier to navigate.
Results
Already in the first month, the new solutions showed clear results:
48% more visits to the website
4,000+ downloads of the app
More than half of the app users interacted with the routes
90% engagement rate across the website and app
4+ stars in app ratings
At the same time, the new architecture means that more than 80% of the content can be maintained via the underlying data sources rather than manually on individual platforms.
Hærvejen has thus gained more than just a new identity and new digital products. They have acquired a coherent platform that makes one of Denmark's greatest nature experiences easier to discover, easier to plan, and easier to navigate.
Contact us
John Christensen
Head of Delivery Management
Contact us
John Christensen
Head of Delivery Management
Contact us
John Christensen
Head of Delivery Management
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