Oslo City Forests

Creating Håvard the Mascot to Improve User Experience in Oslo City Forests

How do we inform our visitors about the do's and don't in an effective and friendly manner?

Bymiljøetaten (eng: Oslo City Agency for Urban Environment) needed to renew their information posters with updated information to inform visitors of their duties and responsibilities when visiting the city forests. Based on earlier experiences, Bymiljøetaten wanted to avoid using "red x's" and a stern tone, as they recognised that this approach would not be beneficial.

Client
Oslo City Agency for Urban Environment is responsible for planning and development, management and operation of public urban spaces in Oslo, including common areas such as streets, squares and meeting places, parks and recreation areas. The agency is also responsible for sports and leisure facilities and municipal lands in the forest and the Oslo Fjord.

Target Audience
Visitors – locals, tourists, children, and adults.

Twelve illustrations of pine twig characters engaged in various activities including trash disposal, biking, grilling, jogging, horseback riding, walking dogs, sleeping in a tent, skiing, fishing, boating, eating at a picnic table, camping, dancing, driving a car, and riding a motorboat.

Introducing Håvard – the friendly mascot

We decided to create a mascot, a small spruce tree named Håvard, to perform various activities and show in a friendly manner what is allowed and what is not allowed. We used Håvard to create a connection with visitors and make the information more accessible and memorable. With its rough expression, Håvard has a clear affiliation with the forest. Håvard got his name after one of the Bymiljøetaten's legendary and recently retired forest wardens. The use of colours from Oslo's coat of arms created a visual link to the city, while bold typography makes the posters more eye-catching and visible from a distance. As a subtle detail, illustrations that address illegal activities use red as the main colour.

Two-page brochure with local forest hiking tips and conservation info, featuring photos of forest scenes and illustrated pine branch characters skiing.

We've also given life to Håvard through simple animations that can be used on social media and other platforms.

People gathered on snow-covered ground around a campfire cooking setup and engaging in outdoor activities near a banner that reads 'Oslo kommunes skoger.' — Håvard is also used to engage audiences at larger events, such as Markadagen (eng: City Forests Day).

Informational poster from Oslo kommune about city forest rules showing illustrated pine tree characters demonstrating activities: walking, cycling, motorized traffic prohibited, camping, swimming, dogs on leash, fishing, campfires prohibited, and horseback riding, alongside a forest map.

Both adults and children find Håvard to be an engaging and memorable mascot.

We worked closely with Bymiljøetaten to create a series of information posters for many different locations through out the Oslo City Forests – effectively conveying the regulations in a positive and engaging way.

The information posters have been well received by visitors to the city forests. Bymiljøetaten has reported that the posters generate interest and that people approach them to read.

The posters work really well! Our children ran straight to them, and we were able to read and talk about what is allowed and what is not.

Mother of two, on a hike in Østmarka.

The project have received a lot of positive feedback from both adults and children – Norwegians and tourists alike – who find Håvard to be an engaging and memorable character. The mascot has created a connection with visitors and has encouraged compliance with the regulations. Bymiljøetaten are also using Håvard in other contexts to promote environmental awareness and compliance with regulations.

We're thrilled to have been a part of this project and to have helped make the city forests of Oslo a safer and more enjoyable place for everyone.