67.6908° N  |  12.7766° E

Opening doors in Norway

Interpreter & facilitator for Sorland Brand Agency

Photos by Gotzon Garaizabal

T he island of Værøy, according to its mayor, is regarded by some as the “ugly duckling” of the Lofoten archipelago in Northern Norway and is often bypassed by tourists. Commercial fishing of cod, herring and halibut provides a stable income to 90% of the 750 inhabitants. Lying just north of the arctic circle, Værøy is caressed by the Gulf Stream from the Caribbean, so temperatures rarely drop below zero. Snow and ice are rare here on “weather island“.

During the dark winter months, cod flock to these warm waters in large numbers, providing an abundance of fish to supply Italy, Spain, Nigeria and Croatia. Fishermen haul in their catches as young children pounce to take out the cods’ tongues – the best part of the fish – earning them up to 50€ per hour! Once the fish are gutted and cleaned, they are hung out to dry for 3 months on large wooden trellises. This ancient drying technique was first practised by the vikings over 1000 years ago and today is the economic powerhouse of the island.

There are only three villages on Værøy – Mostad (now abandoned), Nordland and Sørland. Just over 4,000 KM south, a company based in the Basque Country was in the process of rebranding from “di-da” to “Sorland”. In Norwegian, “Sørland” simply means “South land“, but in Basque, it means so much more…

“Sor” comes from “to create”… “lan” is “work” and “land” is international for “territory”.
Loosely, translated, the name means “the creative place”, and their slogan “where brands grow” bolsters their positioning.

Pioneering partners Gorka Barruetabeña and Gotzon Garaizabal, understand branding as a journey. What better metaphor to rebrand their business than to go on a journey to Sørland themselves?

I’m gratefuly they asked me to join them as an interpreter and facilitator on their adventure!