Ullådalsstugan
More about the client
About Tornstaden
In one of Åre’s most sought-after locations, Tornstaden is developing Ullådalsstugan – a unique residential project where modern architecture meets the natural beauty of the Swedish mountains. With exclusive residences, carefully considered details, and a breathtaking setting, Ullådalsstugan offers a destination for both relaxation and adventure.
Together with Tornstaden, we at Dragster have worked to highlight the project’s unique identity and capture the essence of an exceptional mountain lifestyle. Through a digital experience where design, inspiration, and usability come together, our goal was to spark interest, drive engagement, and bring the vision of Ullådalsstugan to life.
A residence shaped by the mountain
Dragster developed the brand and communication for Ullådalsstugan in Åre for Tornstaden. The starting point was what truly sets the project apart: its location. High up on Ullådalsvägen, with the mountain on its doorstep and views stretching across the Åre valley below. From the location came the concept 700 metres above the ordinary, a position that captures both the actual altitude and the feeling of leaving everyday life behind.
Less mountain cliché, more architecture
The ambition was to create an expression rooted in contemporary architecture rather than traditional mountain marketing. So instead of adding more, we stripped things back: clear language, a few strong messages and a visual identity that gives the place, the views and the architecture room to speak for themselves.
The result is a distinct identity that feels as considered as the development itself, without relying on the familiar language and imagery of mountain living.
One idea across every touchpoint
The concept became the foundation for the entire communication, from positioning, messaging and tone of voice to visual identity, website, print and sales material.
Across every touchpoint, the same idea holds it all together: a life shaped by the architecture, the views and the elevation, 700 metres above the ordinary.
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