Saaristo (the archipelago of Finland) is a long-term destination brand developed by Visit Turku Archipelago to bring awareness to one of the world’s largest yet least-known archipelagos. The brand unites Finland’s southwestern coasts’ 40,000 islands and local businesses under one identity that celebrates simplicity, sustainability, and authenticity. The brand launched in December 2024, using digital first storytelling to introduce Saaristo to the world as a mindful Nordic destination. The brand was developed together with brand design consultation agency Bond and design agency Adventure Club.