LUHTA
Visual Rebranding & Art Direction 2024
Luhta is a Finnish sportswear brand founded in 1907. Building on more than a century of experience, Luhta creates apparel for an active life, specializing in sportswear and outdoor clothing. To this day Luhta continues to draw inspiration from its Finnish roots; the northern forests and the rich nature of Finland.
Kara Luhtanen executed the visual rebranding for Luhta that is to be implemented from the AW24 season onwards. Taking charge of the overall creative direction, editing guidelines and visual style. R E B R A N D
The need for the rebrand followed the demand to better utilize photos from product - & in-house lookbook shootings in the lack of brand photos at this time. Taking on this project, Kara opted to overhaul the previous content guidelines that focused heavily on brand photos and lacked a coherent theme and visual style and instead decided to put a bigger emphasis on editing and visual variety with the simple goal to do more with less content.CHANGE IT UP
The rebrand presented the opportunity to update Luhta’s visual style to a more modern direction that had long been requested. This hope for an edgier, more contemporary style guided the rebranding and was executed by introducing new format presets, graphic elements and most notably the use of B&W imagery that reflected this new style while alluding to Luhta's long heritage.
RESULTS
The rebrand quickly demonstrated real growth in both engagement and visibility.
Results after 90 days:
Organic coverage grew by 80%
Account visits have grown by 100% (Totaling 8446 visits)
Doubled engagement
Doubled reach on organic posts (The reach of a single organic post used to be between 200 - 800 -> Now the number is 800 - 2200)
Total views 857,000
516 new followers
