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DEFINING “GOOD GROWTH” FOR AN ICONIC TOURISM BRAND
- An iconic Icelandic destination brand—widely considered a must-see experience—engaged Huldunótur to explore how future growth could be pursued responsibly. As a national symbol, the brand faced the challenge of expanding its business while protecting trust, resilience, and long-term value.
- Following the pandemic and the launch of a new hospitality venture, Huldunótur worked across brand, marketing, and digital teams to define what “good growth” could mean in practice. The engagement examined brand fundamentals, the broader tourism ecosystem, and organizational capabilities, with particular focus on resilience amid environmental and economic uncertainty.
- Using both speculative design methodologies and the Business Model Canvas, several new venture concepts advanced to implementation, an effort later accelerated by real-world disruptions that underscored the urgency of diversification.
File Under: Growth Strategy, Brand Innovation, BRAND ARCHITECTURE, Executive Advisory