Arctic and Nordic operator Luxury Action has unveiled a fresh visual identity, with the rebrand coinciding with several strategic developments within the company.

These include the establishment of a professional board, the expansion of its expert team, and the launch of the Luxury Action Alliance — a collective of brands united by a shared commitment to authenticity, sustainability, and excellence.

It currently includes Luxury Action DMC, Octola, Reindeer Manor and the Arctic Circle Snowmobile Park, each offering distinctive ways to explore and connect with the Arctic and Nordic regions. Together, they represent a holistic approach to meaningful, high-end travel – one that celebrates both individuality and respect for the natural world.

In line with this, the new identity acts as a symbol of the company’s evolution, vision and enduring passion for the North, according to CEO Henry Valle.

“Our refreshed identity reflects how far we’ve come while staying true to our roots,” he said. “This new chapter truly captures Luxury Action’s essence – the values we live by and the journeys that stay with our guests long after they return home.”

At the heart of Luxury Action’s philosophy are four core values that continue to define its work: Meaning Above All; Absolute Individuality; Respect for the North; and True Transformation.

It comes as the company reported “significant growth”, with Valle appointed as CEO last month to support this and a new professional board of directors also put in place. Founder Janne Honkanen stayed on as the sole owner and a member of the board.