The Tønder Marsh Initiative (TMI) is a cooperation between some of the largest foundations in Denmark (Realdania, A.P. Møller Fonden and Nordea-fonden) and Tønder Municipality to develop the southernmost part of the country so it becomes attrative to visit, live and work in.
Recently inscribed as World Heritage Destination and UNESCO World Heritage property, part of the landscape encompasses the largest National Park in Denmark, The Wadden Sea National Park. As an educational assignment, I was asked to create wayfinding for the nature and small towns in the area, but after an extensive research phase, the project quickly evolved into MARSKLAND, a holistic concept including brand strategy and visual identity.
EN
Not long ago the proud people of the southernmost part of Scandinavia built the dikes to fend off the rough North Sea, creating what is today known as the Marshland. From nothing but the barren, flat seabed they cultivated forth: homes and strong towns from the straw and the clay; (Architecture) 2) art inspired by nature; (Crafts) and local produce for fine food (Local produce). In the process they managed to live side by side with thousands of birds (Birdlife) and to tame the sea. (Marine history) To this day, they have cultivated and created a land of stories: The Marshland.
DK
Det er ikke længe siden, det stolte folk i den sydligste del af Skandinavien byggede digerne for at beskytte sig selv og deres dyr mod den barske Nordsø og samtidig skabte Marsklandet. Fra den bare havbund kultiverede de: 1) hjem og stærke byer af strå og ler 4) kunst inspireret af den særegne natur; 3) lokal råvarer til delikatesser. I samme proces formåede de at 4) bo side om side med tusindvis af fugle 5) samt tæmme og udnytte havet Til den dag i dag har de kultiveret og skabt et land af fortællinger: Marsklandet.
DE
Vor nicht allzu langer Zeit bauten die stolzen Bewohner des südlichsten Teils Skandinaviens den Deich, um sich vor der rauen Nordsee zu schützen und um das heutige Marschland zu schaffen. Aus nichts als dem kargen, flachen Meeresboden schufen sie: 1) Häuser und starke Städte aus Stroh und Lehm (Architektur) 2) naturinspirierte Kunst und Kunsthandwerk 3) örtliche Produkte für Feinschmecker (Delikatessen) 4) eine ergebnisreiche Geschichte von der Zähmung des Meeres (maritime Geschichte) 5) ein Leben Seite an Seite mit Tausenden von Vögeln (Ornithologie/Vogelleben) 6) Vor allem schufen sie aber, schaffen sie noch heute, ein Land voller Geschichten: das Marschland.
Identity ELEMENTS
The identity includes: logotype, logo, physical icons, UI-icons, fonts, colors, brand photography and
illustration & map style. The elements are engaged in the wayfinding system and web experience.
WAYFINDING SYSTEM
Illustration & map RENDERINGS
ILLUSTRATION 01
EN: In the beginning nothing but the North Sea ruled the nature of the southwestern corner of Denmark.
DK: I starten var naturen i det sydvestligste hjørne af Danmark underlagt Nordsøen.
DE: Anfangs unterlag die Natur der südwestlichen Ecke Dänemarks völlig der Nordsee.
ILLUSTRATION 02
EN: Embankments known as dikes were built by with shovel and wheelbarrow to drain the seabed and protect the new farmland.
DK: De første diger blev bygget med skovl og trillebør for at tørlægge og beskytte nyt landbrugsland.
DE: Die ersten Deiche wurden mit Schaufeln und Schubkarren gebaut, um neues Ackerland trockenzulegen und zu schützen.
ILLUSTRATION 03
EN: In 1979-81 Denmark and Germany collaborated on building the 12.2 km long “Danish-German dike”, along the entire west coast of the Marskland.
DK: I 1979-81 samarbejdede Danmark og Tyskland om at bygge det 12,2 km lange ”fremskudte dige” langs hele Marsklandets vestkyst.
DE: In den Jahren 1979-81 arbeiteten Dänemark und Deutschland gem½einsam daran, den 12,2 Kilometer langen "vorgeschobenen Deich" entlang der gesamten Westküste des Marschlandes zu bauen.
Brand Photography
Web Experience / DIGITAL PLATFORM
© 2018 Malte Simon Christensen, Copenhagen, Denmark
Client: Tøndermarskinitiativet (TMI)
Project elements: brand strategy, visual identity, art direction, illustration, icon-design, industrial design, wayfinding design, web-design, brand photography & copywriting
Project period: 10.23.2017-01.26.2018
Supervised by: Elias Stenalt Werner, Teaching Professor, Visual Communication, KADK*
Peter Donner, Partner & Creative Director, Triagonal
Nikolaj Knop, Teaching Professor, Visual Communication, KADK*
Kirsten Marie Raahauge, Master of Anthropology, UCPH**, Teaching professor, KADK*
Maria Mackinney-Valentin, Teaching professor, KADK*
*The Royal Danish Academy of Fine Arts - Schools of Architecture, Design and Conservation (KADK), The Royal Danish Academy of Fine Arts, School of Design
**University of Copenhagen
