Peer Gynt programhefte

New brand strategy, visual identity, and website

  • Client Peer Gynt
  • Project New brand strategy, visual identity, and website
  • Year 2021-2022

Delivery

Design Visual identity Animation Website Brand strategy Typography

Since 1967, the Peer Gynt Festival has celebrated Henrik Ibsen's world-renowned work and the local figure who inspired it. The festival includes debates, exhibitions, and concerts, but its main attraction is a spectacular theater performance staged in nature by Gålåvannet, near the site where Ibsen found inspiration for the play.

Challenge

"Peer Gynt" is often referred to as Norway's national epic. Many Norwegian organizations use the iconic Peer Gynt name and the image of Peer riding the bucking horse for marketing purposes.

The festival faced the challenge of differentiating itself from these other uses and establishing its position as the authority on Peer Gynt in Norway.

The goal was to merge the long history of the festival with a modern expression, finding a way to make the Peer Gynt experience relevant and contemporary, much like how the play itself is reinterpreted through various productions every year.

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Solution

The new identity was built around a typeface inspired by the traditional "lafteteknikk" (log cabin construction) specific to Gudbrandsdalen, the region where the real Per Gynt lived in the 1800s.

This typeface balanced the festival’s historical roots with a contemporary feel, mirroring the dual nature of the event, which combines both tradition and modernity for festivalgoers.

The visual identity was designed as a flexible system, making it easy for the festival to communicate consistently across all channels—whether physical or digital.

 

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Results

  • The festival launched its new visual identity in the summer of 2022. A key goal was to contribute to local economic development, and the festival achieved record-high revenue for local businesses during the festival period that summer.

  • 90% of attendees came from other municipalities, with many international visitors from 13 countries.
    The festival sold out, with 28,000 visitors and 23,481 tickets sold.

  • Media coverage surpassed all previous years, and 38% of the attendees were first-time visitors.

Kontaktpersoner

  • Tonje Jæger

    Tonje Jæger

    TRY Design

    Head of Design

    tonje@try.no

    +47 911 29 219

  • Kaare Øystein Trædal

    Kaare Øystein Trædal

    TRY Dig

    CCO

    kot@try.no

    +47 970 081 37

    Bio

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