Fram Tours

Art direction and visual rebranding, excluding the logo, which stayed as it was. UX design and information architecture for the new site. Development was carried out together with the Colibrì Vision team, with supervision through to production to keep the design intact from file to build.

Fram Tours runs small-group polar expeditions from a base in Tromsø: northern Norway, Svalbard, Greenland, the Faroe Islands, Canada and Antarctica, with local guides and a sustainability-led approach.

The existing identity and site predated most of that. The rebrand covers everything except the logo: typography, colour, and the visual language the site is built on.

The palette is built on a single green that reads as both nature and ice, held against white at high contrast. The contrast is doing the work: it's the register of the landscape the company sells, where there's very little in between.

The client wanted the kind of search that large travel platforms use, where you pick a place and a date and see what comes up. Fram Tours doesn't have that kind of catalogue. The trips are polar expeditions, limited in number and tied to season, so an open search would have returned no results most of the time, which is a bad experience and also a misleading one, since the trips do exist.

The solution keeps the familiar interaction and removes the failure. The hero carries a search bar with two fields, where and when, and both only offer what actually exists. Destinations are grouped by country and mixed with the activities people search by, so northern lights and whale safaris sit alongside Lofoten and Tromsø, since those are equally reasons to travel. Dates are limited to when the selected trip actually runs.

Someone using it feels like they're searching freely, but every combination they can build returns something.