Branding a Voyage Within: The Due North Identity

When the world’s most prominent individuals seek a Nordic adventure, they turn to Due North (formerly “The Luxury Travel Designer”). Specialising in crafting ultra-luxury travel experiences that remain discreet, Due North orchestrates journeys that unfold under the radar—a tapestry of contrasts, unseen and unspoken.

Branding the Unseen and the Unspoken:
The challenge lies in branding for clients who prefer invisibility. In luxury, where references are often shared openly, ultra-luxury demands silence. Due North navigates this delicate terrain, focusing on trust, authenticity, and shared values—building a brand that echoes discreet luxury.

Beyond Luxury Branding:
What does one offer those who seemingly have it all? Beyond the extravagant and impressive, Due North provides insight, overview, presence, and discretion. With over two decades of experience, it crafts journeys that transcend the ordinary, embracing authenticity, real encounters, and elements of surprise—a unique experience, a departure from the known into the “here and now.”

A Navigational Star:
Due North isn’t just a luxury travel service; it symbolises an authentic journey to the North. The company embodies values such as authenticity, under-the-radar experiences, and a profound connection to the present moment. These values serve as a creative compass, guiding choices in locations, models, props, activities, and overall creative direction. The identity created reflects genuine moments in the North—a luxurious journey that remains down-to-earth and true.

Visual guidelines:
In shaping Due North’s visual identity, the logotype takes centre stage, forming a distinct ’N’ as a compass and guiding star. The crafted ’N’ symbolises navigation, guiding clients on an authentic journey. The embedded star illuminates the way, mirroring the Northern Star’s role in guiding travellers. With carefully selected typography, this identity encapsulates a journey within—an elegant, purposeful, and visually inspiring representation of Due North’s commitment to authenticity and exploration.

Due North: What’s in a name?
A Voyage Within

In the vast expanse of branding, names often carry profound significance. “Due North,” the moniker chosen for the luxury travel specialist, holds a multi-layered meaning.

Primarily, it’s a compass direction, representing a fixed point on the compass that leads travellers unswervingly towards the North. This directional choice embodies clarity, purpose, and a steadfast commitment to guiding clients on a well-defined and intentional journey.

Beyond the geographical connotation, “Due North” symbolises authenticity and genuineness. It symbolises a journey towards the true essence of travel—an exploration that transcends the conventional, leading travellers to the core of unique and enriching experiences.

In essence, Due North encapsulates a physical direction and a philosophical orientation—a dedication to navigating the luxury travel landscape with unwavering authenticity and purpose.

A Voyage Within:
A journey north with Due North is more than an expedition; it’s an voyage within. It captures the essence of authenticity, providing travellers with an unparalleled and genuine connection to the North, creating memories that resonate beyond the luxurious surface.

A journey north can be everything,
but more than anything,
it’s a voyage within.