For over 80 years, Birken has been an undisputed cornerstone of Norwegian sports culture. Through skiing, cycling, and running, the brand has brought together generations across different levels of ambition, and in 2025, the event solidified its position with over 30,000 participants. With a notable increase among participants under 40 years old and successful launches of new formats like GravelBirken, it became natural to consider how this historic brand could appear more cohesive and modern.

The task was not to redefine Birken, but to tidy up, unify, and strengthen. The challenge lay in creating a visual system that provides a clear connection between the different branches, and which works just as well in the harsh weather at Skramstadsetra as on digital platforms. By taking inspiration from Birken's uniqueness, the authentic, the popular, and the performance-oriented, we have developed an identity that preserves the rich heritage while feeling universal and timely for new target groups.

Through a close dialogue with Birken, we have facilitated a more consistent expression across all channels. By integrating film, photography, and graphic elements into the same system, we have created a common thread that connects the experience before, during, and after the event itself. This enhances communication flow throughout the year and creates greater flexibility in engaging both participants and partners.

The project has been about building a bridge between tradition and renewal. We have created a design tool that withstands both use and time, and which ensures that Birken remains a relevant force in Norwegian sports for many years to come.

"The goal has been to create an identity that preserves Birken's history and heritage. By looking back, we have drawn inspiration that visualizes Birken in a new way, so that the result feels both timely and universal."