A Camping and Outdoor Expo that puts nature in the frame.

Fri is an annual Camping and Outdoor Expo held each year at the Bella Center in Copenhagen. We where tasked with naming and creating the tradeshow’s flexible identity. Rather than have a system lead by a typographical mark we set ourselves the challenge of creating a visual language that puts the outdoors in the forefront.

Based on the view when you look out from your tent we created a series of ‘Frames’ to contain sections of the visuals. As well as merchandise and wayfinding for the event we also produced a poster campaign seen around the streets of Copenhagen.