Inspiring global explorers to discover the Turku Archipelago
Work
www.saaristo.fi
Client
Visit Turku Archipelago
Concept
Adventure Club
Design
Adventure Club
Bond
Production
Adventure Club
Intentface
Visit Turku Archipelago
Saaristo.fi the intelligent gateway to Finland’s hidden Archipelago
In line with their digital vision, the saaristo.fi was created as a digital platform to inspire and connect global travellers to Archipelago.
Our mission was to create a digital platform that didn’t just tell travellers where to go but connected them emotionally with the archipelago. The goal was to create a unique, immersive online experience that not only promoted the archipelago as a destination but also showcased its lifestyle and cultural richness.
By combining storytelling, innovative technology, and a minimalist design inspired by the natural serenity of the archipelago, saaristo.fi reflects the core values of VTA. The platform is designed to support local entrepreneurs, attract visitors, and build meaningful connections between travellers and the region, all while reinforcing VTA’s commitment to sustainable tourism and working towards strategic goals of enhancing the region’s pulling power, driving success for local businesses, and delivering memorable journeys for travellers.
The Finnish Archipelago is one of the most stunning yet underexplored destinations in the world, making it also very fragile and vulnerable to the effects of mass tourism.
Challenge
How do you turn 40,000 islands into one cohesive story?
This was the question at the heart of Saaristo.fi. The Finnish Archipelago is one of the most stunning yet underexplored destinations in the world, but its sheer size and complexity posed a unique challenge.
Our mission was to create a digital platform that didn’t just tell travellers where to go but connected them emotionally with the archipelago. It needed to inspire, educate, and guide a global audience to explore Saaristo while supporting local entrepreneurs and promoting sustainable travel practices.
However, the challenge extended beyond the scope of the platform itself. Visit Turku Archipelago (VTA) was a fresh organization, launched in 2023, and still in the process of development. Crucial roles were yet to be filled, creating gaps in content production, project management and coordination. This extra challenge and starting from zero was demanding for the team but also rewarding.
Balancing these constraints while ensuring the final product was inspiring, functional, and scalable required an approach that was strategic and adaptable. The challenge wasn’t just about a platform—it was about laying the foundation for a brand-new regional identity and ensuring its success in a competitive global market.
Our mission was to create a intelligent digital platform that didn’t just tell travellers where to go but connected them emotionally with the archipelago.
Introduction to Saaristo Brand
Approach
To connect hearts and minds to places and stories of Finnish Archipelago
Saaristo.fi’s vision is to go beyond a traditional tourism organization’s online experience by creating a platform where every interaction brings users’ hearts and minds closer to Saaristo. Central to this vision was the integration of the Aalto AI assistant, a unique feature that personalizes the user experience.
Our aim is to transform users into dreamers and explorers of the archipelago through highly visual storytelling, a curated offering, and by showcasing Saaristo not just as a destination, but as a lifestyle.
Saaristo.fi mission is to illuminate the little big revelations of Saaristo that shape us for the better—guiding users to explore the hidden gems of its 40,000 islands and uncover the untold Saaristo narratives. By doing so, we encourage travelers to engage with the archipelago in a meaningful and respectful way, fostering a deeper connection not just with the destination, but with themselves as well.
Who to design for and wheres the potential?
We focused on segments named Outdoor Explorers, Lifestyle Travellers, and Nature Lovers based on Visit Finland’s study (VF segmentation study 2023), which highlighted them as the most promising segments for the Finnish Archipelago. These audiences perfectly match the region’s blend of adventure, culture, and nature, ensuring strong engagement and meaningful connections. Based on the segments we crafted our user journeys asking what they are looking as a travellers?
Segment snapshots
Experience Strategy
The user experience of Saaristo.fi was thoughtfully designed to reflect the natural beauty and serene atmosphere of the Finnish Archipelago. Inspired by the concept of “Little Big Revelations,” the platform emphasizes simplicity and exploration, inviting users to immerse themselves in the stories, culture, and landscapes of Saaristo. The intuitive navigation encourages users to wander organically through layers of content, seamlessly transitioning from inspiration to action with features like booking tools and curated itineraries.
A standout feature of the UX is the integration of the Aalto AI assistant. This intelligent guide offers personalized trip recommendations, real-time updates, and cultural insights, all delivered through a calming Finnish-Swedish voice. The AI assistant ensures users feel supported throughout their journey, providing a deeply personalized experience that blends practical functionality with emotional engagement, making every interaction memorable and meaningful.
Experience Drivers
Stories as a catalyst of dreaming
At the core of Saaristo.fi’s content strategy was the use of Stories as a powerful tool to inspire dreaming. These immersive narratives highlighted the cultural, historical, and natural beauty of Saaristo, drawing users into the unique world of the archipelago. The storytelling is strategically connected to actionable elements, such as “things to do” or bookable activities. This seamless integration allows users to transition effortlessly from inspirational engagement to practical planning, ensuring that every dream sparked by a story has a tangible next step.
Outcome
Borrow from nature and use free exploration and personal discovery as a fuel to build experience–shaped by Saaristo
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Visual design as diverse as the archipelago
We designed Saaristo.fi with a diverse and authentic feel in mind. Through a spacious layout, clean typography, and a naturally inspired color palette, we sought to capture the essence of the Finnish Archipelago. Stunning but honest archipelago imagery invites a sense of adventure and rejuvenation, encouraging visitors to envision themselves right in the middle of Finland’s scenic archipelago.
Archipelago is not just sunshine or a beach resort, placing honest and raw photography front and center, we aimed to engage Outdoor Explorers, Lifestyle Travellers, and Nature Lovers alike. The minimalist structure and gentle pace of the site ensure that nature’s beauty remains the star of the show, while also offering an effortless browsing experience. Ultimately, we wanted every aspect of Saaristo.fi to reflect the timeless allure and tranquility of Archipelago of Finland.
Typography originated from Saaristo
Typography draws inspiration from the intricate patterns of sea routes found on nautical charts and the old markings etched into rocks. We achieve a versatile and contemporary combination suitable for various applications by employing two complementary typefaces. Our approach reinterprets the rich history of wayfinding in Saaristo through a modern lens.
Colour it like Saaristo
Color palette is inspired by Saaristo's natural beauty, capturing the essence of its landscapes throughout the seasons. Each color has been carefully selected to reflect the hues in Saaristo's surroundings, ensuring versatility and harmony in all applications. We've chosen muted tones and nuanced shades to evoke authenticity and realism, mirroring the subtle variations found in nature.
Type & Colour
For type and color combinations, our primary focus is ensuring accessibility & legibility. Below, you'll find recommended combinations that effectively maintain readability.
Motion in the natural rhythm
Drawing inspiration from the calm, uncluttered lifestyle of Saaristo, our motion design adopts a gentle, unhurried approach. By avoiding sudden cuts and edits and maintaining a smooth, fluid flow, we aim to capture the tranquil essence of Saaristo, creating a seamless and engaging experience for our audience. We prioritize the use of authentic photography and film whenever possible.
Image Gallery
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Aalto Artificial Intelligence
Aalto AI is a smart, intuitive guide that offers personalized itineraries, real-time travel updates, and cultural insights, ensuring users feel supported every step of the way. The visual design was designed to reflect a sun and an island in the skyline. In essence speaking for the sun and the archipelago answers.
Personalized
trip planning
With Aalto’s Personalized Trip Planning, you’ll get custom recommendations and itineraries that match your interests and schedule, making every journey uniquely yours.
Route
guidance
Aalto’s Route Guidance feature provides clear directions to get you where you want to go, by public transportation or by your own means.
Booking
assistant
Whether you’re looking for a B&B, boutique hotel, campsite, or unique activities and experiences, Aalto can help you make the booking.
Cultural guide
to Saaristo
Aalto understands the unique aspects of Saaristo life, including the meaning of silli, Finland’s roaming rights, and why most people speak Swedish.
Agentic Architecture
Built on OpenAI’s GPT-4o and integrated with Whisper for voice UI, the assistant combines advanced logic, memory, and reasoning capabilities. It seamlessly connects to various APIs, including Google Maps for navigation, Bokun for bookings, and real-time weather updates, while leveraging proprietary data to deliver hyper-relevant recommendations.
"Overall, I can say that the Saaristo brand & service has received very positive feedback from international tour operators. It stands out from the crowd, feels fresh, and works exceptionally well as a name in various markets, regardless of the language spoken. They often immediately start repeating the word aloud. They like it and find it clever that the letters also represent actual islands."
“I never knew Finland had something like this to offer. It truly sparked a sense of escapism in me!”
“A true natural wonderland. What I love most is the absence of big hotels—just me, the serenity, and nature.”
Results
Saaristo.fi was launched 18th of December 2024, successfully connecting visitors hearts and minds to the Finnish Archipelago. Early results have been overwhelmingly positive: