Project
DEVELOPMENT OF THE ŠALEŠKA DESTINATION BRAND
CLIENT
Šaleška Valley Tourist Board
Šaleška is simply friendly to everyone – families, young people, cyclists, and enthusiasts of culture and architecture. The partner cities of Velenje and Šoštanj are entering a new era, refreshed and full of energy.
Šaleška is simply friendly to everyone
In cooperation with the Šaleška Valley Tourist Board, type designer Alja Herlah and the destination’s key partners, we developed a new regional destination brand.
Our new visual identity and destination catalogue premiered at the 3rd Šaleška Valley Tourism Forum, attracting considerable interest from local stakeholders, the media and visitors.
The brand Šaleška. Simply Friendly. brings together stories of cultural, industrial and natural heritage, urban life and the countryside. The central graphic element of the logo is a spatially extended letter V, symbolising the region’s mining heritage, modernist architecture and the green embrace of nature.
The dynamic outline surrounding the name Šaleška represents the heartbeat of the region – a place that locals and visitors can actively explore or simply enjoy. Šaleška is simply friendly to everyone.
A modernist city and industrialists’ villas
The brand was developed as a shared platform incorporating the sub-brands of the partner cities Velenje and Šoštanj, whose stories complement each other perfectly.
Velenje, Slovenia’s youngest city, is known for its modernist architecture, green spaces and the Coal Mining Museum of Slovenia, with a dining hall located 160 metres underground. Šoštanj is distinguished by its historic industrialists’ villas, the Museum of the Leather Industry in Slovenia and its aeroclub.
Between the two cities lie the renowned Šaleška Lakes, surrounded by hiking and cycling trails, with Velenje Beach as their greatest visitor attraction.
The Šaleška – Velenje – Šoštanj family of brands
By developing the ŠALEŠKA brand, we laid the foundations for a modern, connected and recognisable tourism identity that will serve as a platform for the promotion, cooperation and sustainable development of the Šaleška Valley.
The participatory creative process included:
✔ Workshops with local partners to evaluate the existing brands and co-create a shared identity.
✔ Development of the ŠALEŠKA brand family and its sub-brand system.
✔ Design of the complete visual identity and Brand Book, including comprehensive application guidelines.
✔ Development of the brand’s tone of voice and communication language, as well as its overarching story and supporting narratives.
✔ Development of the destination catalogue Šaleška. Simply Friendly.
