A Fresh Start

It’s hard to believe it’s been ten years since the idea for Way Up North was born. Back then, our expectations were modest – we simply wanted to host one big show in Stockholm. Fast forward to today, and we’re proud to say that our humble beginnings have given way to a thriving community of photographers and creatives.

In 2014, we launched our website and logo, designed by a few friends from Canada and Australia. While the design was basic, it served us well for many years. However, as time passed, we realised it was time for a refresh.

We returned to our original designer and asked them to give our logo a modern twist, giving it a “moving forward” feel. The result is a logo that embodies our new direction.

The website redesign was a collaborative effort with Eyeda Design. They worked tirelessly to organise our vast archives of events and people involved, a task that was no easy feat given the sheer scale of our history. With over a decade of events and countless individuals involved, it was a challenge to distill our story into a cohesive and logical structure. The result is a site that carries ten years of history without looking like it.

The next challenge was merging our old website with our store site into one cohesive platform. euhost took it on and built it without losing anything from the Eyeda designs. We are happy with it, and we would recommend them to any photographer after a reliable host.

As we looked to the future, we also took the opportunity to revisit our tagline. From “Inspired. Committed. Now What?” to “Inspired. Connected. Now What?”, our new tagline reflects the evolution of Way Up North. The word “connected” was a natural fit, as it captures the sense of community that has grown organically over the years. We didn’t anticipate this evolution when we first started, but it’s become a defining characteristic of our events. Guests leave our shows feeling connected not just with themselves, but with the other creatives they’ve shared the experience with. It’s a feeling that’s hard to put into words, but it’s what makes Way Up North so special.

With our new look and feel, we’re excited about the future of Way Up North. We’re already planning our 10-year anniversary celebration in 2025, and we can’t wait to share it with you. Until then, we have a few more shows lined up, including Lisbon and more. Sometimes, all it takes is a fresh start to reignite the spark and inspire new creativity.