Client: The Swedish Tourist Association

Update STF’s brand platform to increase the number of long term members.

STF today is both an environmental charity organisation and a tourism organisation which means they depend on memberships. The problem is that the majority of new members sign up to be members for one year only.

When you experience something you develop a relationship to it, start to care for, and prioritize it.

Everyone has relationships, and people let go of everything when their prioritized relationship needs it. Our solution was to show occasions where the most important person was missing, this person missed the occasion because of their most important priority. Their relationship with nature.
With this we wanted to encourage people to go out and explore their relationship with the nature.

Prioritize your most important relationship.