Key to Iceland
A smart booking solution for the Icelandic market
Services
Research, design, digital identity, (UX), development, motion design, content strategy, photography
About the project
Key to Iceland was born from a simple vision: to create an Icelandic booking platform that supports local communities, strengthens the tourism industry, and encourages responsible travel. In collaboration with Hugsmiðjan, the journey began to develop a data-driven marketplace for Icelandic tourism—the first of its kind in the country. The solution brings together modern design, transparency, and a clear long-term vision for sustainable tourism.
Photography by Rán Bjargar
Many of the photographs featured on Key to Iceland are by Rán Bjargar, an award-winning Icelandic photographer known for her landscape and travel photography. Her images tell stories—capturing atmosphere, place, and fleeting moments in a natural and honest way, allowing the landscape itself to take center stage. We chose to work with Rán because her visual style aligns seamlessly with the spirit of Key to Iceland. Her imagery is authentic and showcases Iceland’s vast landscapes with clarity and impact.
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Branding that is both strong and humble
All branding for Key to Iceland was developed by Hugsmiðjan. The visual identity is built on sharp lines and bold color fields that interact dynamically with photography. The brand system is highly flexible, including playful use of the key shape embedded in the name and the North Star as a guiding symbol. The result is a distinctive and versatile brand that works across a wide range of applications.
Our approach
How can technology be used to create a unique travel experience without compromising Iceland’s nature and culture? Hugsmiðjan worked closely with the Key to Iceland team to understand the vision, ambition, and underlying needs of the project. Through collaborative workshops, this thinking was translated into a digital experience that is simple, clear, and intuitive to use.
We focused especially on travelers who want to explore on their own terms and form a genuine connection with the place—whether that means adventure, calm, or something in between. At the same time, we explored how the booking flow could better support smaller tourism operators and make it easier for them to reach travelers. Gradually, a clear picture of the website emerged: warm and minimal in its presentation, inspired by Icelandic nature, people, and community.
Technical foundation
Hugsmiðjan’s primary objective was to develop a flexible booking system tailored to small and medium-sized accommodation providers, offering clear pricing, simple administration, and no hidden fees. Using the Payload CMS made it possible to combine visual storytelling with technical flexibility and future growth in mind, including potential integrations with flights, car rentals, and activities.
A successful and enjoyable collaboration
Our collaboration with Hugsmiðjan has been highly successful. From the outset, the team demonstrated a high level of professionalism. They approached the project with clarity and a solution-oriented mindset, maintained strong communication throughout, and ensured that all requirements were clearly defined and met efficiently.
The collaboration was characterized by reliability, initiative, and a positive attitude. The team showed flexibility when changes arose and handled all technical challenges with professionalism and speed. I wholeheartedly recommend this team for similar projects, whether it involves developing new solutions or redesigning complex systems.
Georg Haraldsson - CEO of Key to Iceland