Nahoru

Hospitality / F&B

Trigema, the investor behind the ski resort in Rokytnice nad Jizerou, approached us with a vision to create a new identity applicable across all of their mountain resorts. This led to the creation of the Nahoru brand.

The transformation began in the Krkonoše Mountains. In 2024, Resort Rokytnice underwent a complete rebranding — from visual identity and digital/offline communication to the navigation system. Our goal was to preserve the tradition of Rokytnice, celebrate the passion for sport, and highlight the unique atmosphere of the place. To achieve maximum impact, we carried out an extensive visual clutter reduction process, resulting in a cleaner and more cohesive brand.

Brand Strategy • Brand Architecture • Naming • Storytelling • Brand Creation • Destination Branding • Partnership Marketing • Campaign • Website • Signage & Wayfinding • Collaterals

Czech Republic
2024
Trigema

nhr.cz

Nahoru.

Hospitality / F&B

Trigema, the investor behind the ski resort in Rokytnice nad Jizerou, approached us with a vision to create a new identity applicable across all of their mountain resorts. This led to the creation of the Nahoru brand.

The transformation began in the Krkonoše Mountains. In 2024, Resort Rokytnice underwent a complete rebranding — from visual identity and digital/offline communication to the navigation system. Our goal was to preserve the tradition of Rokytnice, celebrate the passion for sport, and highlight the unique atmosphere of the place. To achieve maximum impact, we carried out an extensive visual clutter reduction process, resulting in a cleaner and more cohesive brand.

Brand Strategy • Brand Architecture • Naming • Storytelling • Brand Creation • Destination Branding • Partnership Marketing • Campaign • Website • Signage & Wayfinding • Collaterals

Czech Republic
2024
Trigema

nhr.cz

Trigema, the investor behind the ski resort in Rokytnice nad Jizerou, approached us with a vision to create a new identity applicable across all of their mountain resorts. This led to the creation of the Nahoru brand.

The transformation began in the Krkonoše Mountains. In 2024, Resort Rokytnice underwent a complete rebranding — from visual identity and digital/offline communication to the navigation system. Our goal was to preserve the tradition of Rokytnice, celebrate the passion for sport, and highlight the unique atmosphere of the place. To achieve maximum impact, we carried out an extensive visual clutter reduction process, resulting in a cleaner and more cohesive brand.

Brand Strategy • Brand Architecture • Naming • Storytelling • Brand Creation • Destination Branding • Partnership Marketing • Campaign • Website • Signage & Wayfinding • Collaterals

Czech Republic
2024
Trigema

nhr.cz

Building a Trigema brand for multiple destinations

And to enjoy the mountains, you first need to go… up.

Visual identity

The aim of the visual identity is to feel fresh while preserving the dynamism inherent to mountain sports. At the same time, it works with a minimal set of graphic elements to ensure clear and intuitive orientation across the resorts.

The “nahoru” logo itself evokes a sense of movement. It is complemented by a set of arrows that builds on this feeling and strengthens the brand’s recognizability, while also functioning as navigation. The distinctive royal blue visually unifies all outputs and reinforces associations with freshness and joy — the very emotions experienced when riding the “Nahoru” cable car and taking in the snow-covered landscape.

Brand Icon Set

A new set of icons has been introduced to align with the established brand identity and contribute to the broader goal of harmonising the environment.

Play on words

To enhance the uplifting brand experience, our team put together a witty word system extending the brand name in fun ways — Už jste skoro nahoře! Dej si nohy nahoru! Zaparkuj a jeď nahoru!

We designed a distinctive campaign communicating the focus on Rokytnice as the sport focused mountain experience. The campaign for those who seek the mountain for the thrill of the sport itself. Because real skiers know, where to go… Experience the full website on rokytnice.nhr.cz

Rokytnice nad Jizerou

A picturesque town nestled in Krkonoše mountain range. A mountain resort with over 60 years of history, now entering a new chapter under the Nahoru brand.

The project was approached holistically. Beyond creating a new brand identity, we focused on reshaping the entire visual environment of Rokytnice. The town and resort were affected by long-term visual clutter, and uncontrolled advertising.

We collaborated closely with the city, introducing a unified resort navigation system, and worked with local businesses to align commercial communication within the resort. The result is not only a new identity, but a transformed destination — demonstrating that details matter. Visit Rokytnice and experience it first-hand.

Guiding the experience

A comprehensive wayfinding system guiding visitors from arrival to the slopes. Navigation, and promotional messaging working as one.

Destination
branding

The whole area was carefully thought out to make the experience of enjoying the resort as seamless as possible.

Cooperation with Capacity

An important layer of the entire redesign became the furniture by Capacity. With its dark and neutral color palette, it complements the space while subtly reflecting the resort’s visual identity. The result is a harmonious environment where every detail reinforces the visual character and at the same time respects the unique context of the mountains.

Cooperation with Amplla

We believe that even safety elements can feature top-tier design and become a natural part of the space. We have partnered with the Czech tech start-up Amplla, which brings a revolutionary perspective to the intersection of safety and modern architecture. Their core innovation lies in the integration of a fire extinguisher with a protective shield — a unique solution that marries functionality with elegance.

Areal advertising concept

We collaborated with local businesses such as Prinorth, a brand that manufactures premium snow groomers.

Visual noise was reduced and unified under the Nahoru visual system. What remained was repainted into a cohesive destination brand.

Creating 
Impact

40–70 %

Increase in online buyers in the first quarter since the implementation of the new digital pass system

Transformation

of the Rokytnice macrolocality

Improvements

in the area and a brand new wayfinding system

Reshaping

the communication style
of Rokytnice

Drop us a line at. [email protected]

Prague

Churchill I

Italská 2581/67

120 00 Praha 2

Czechia

Bratislava

Apollo Business Center II

Prievozská 4d

821 09 Bratislava

Slovakia

Dubai

The Dome Tower

JLT – Dubai

PO Box 337030

UAE

Berlin

Warschauer Platz 11

10245 Berlin

Germany