Føkk Asfalt & Bergtatt for Nå Er Det Alvor
Nå Er Det Alvor
NEDA, short for Nå Er Det Alvor (freely translated to Now It’s For Real). It’s started as a podcast devoted to trail and mountain running. After many years, it’s expanding its reach becoming a media house. A new brand for the new podcast shows got our help.
The Change
NEDA turned itself into the umbrella holding where content for all types of mountain and trail activities is hosted. The NEDA podcast was rebranded to Føkk Asfalt. A podcast for trail and mountain running. And Bergtatt, a brand new podcast featuring mountain sports in general.
Rebranding
NEDA audience is made of people that live to enjoy the outdoors, they are elite and amateur athletes from all age groups and curious “ordinary” people. In common, is their love for adventures in the mountains. In many ways they are hardcore mountain people, geeking out about gear, exploring nature oddities with a smile and not giving a crap for mondaine things.
We took some inspiration by Norwegian culture, in particular — of all things, Black Metal. With its roots in Norwegian culture and perhaps lesser understood a lot of irony and defiance once we ignore all the theatrics related to death/satanic topics. What’s crucial here was to make sure the new brands were in sync with each other, communicating to their audience that these are part of the same family of podcast shows.