Umbraco

February is one of the most significant months for Bled Castle, as everything revolves around romance and love. For this special occasion, we created the visual installation "Heart of Bled Castle," drawing on Henry Jenkins' research on co-creating art (Confronting the Challenges of Participatory Culture: Media Education for the 21st Century, 2009) and the gamification "Love Word Search" based on the Lloyds Banking Group case study (Crossword Clues, 2021).

In today's world, the inclusion of people with mobility impairments in the tourism industry remains (too) big a challenge. We discovered this while researching the topic when Dom Dva topola from Izola approached us, aiming to shift the general perception from a rehabilitation-holiday home to a tourist resort for everyone. The idea to present accessibility as an exclusive advantage emerged from understanding the relationships, needs, and trends in accessible tourism, as defined in de la Fuente Robles' study. Thus, Floramare Health Resort was born, addressing the key challenge with an ambitious project of comprehensive graphic and communication renovation, which not only emphasizes accessibility but celebrates inclusivity. Our commitment to creating a space where everyone can enjoy without limitations stems from thorough research and understanding of the needs of all guests.

Foreign destinations seem so attractive, or as the Slovenian proverb goes: "The grass is always greener on the other side of the fence." So how do we present local towns to Slovenians as a dream destination for a trip with unlimited exploration opportunities? With an innovative digital campaign, part of a year-long communication strategy, we invited users to discover the charms of Slovenia's historical cities in different seasons. Based on a study by the World Tourism Organization that explores the behavior of domestic tourists in various European countries and highlights strategies to attract them to explore their own country, we focused on more targeted communication with local guests, inviting them through tailored activations to discover the enchanting places and activities characteristic of each season.

In today's digital environment, where trends and user expectations rapidly evolve, a good user experience is crucial for maintaining a competitive edge and visitor satisfaction. To answer the question of whether user experience is part of usability satisfaction or usability is part of the user experience, we referred to an interesting study from 2017, published at the International Conference on Intelligent Informatics and Biomedical Sciences (ICIIBMS). Before the redesign, the website of ZKŠT Žalec (Institute for Culture, Sports, and Tourism Žalec) was outdated, confusing, and overloaded with information, which caused problems with the user experience. Users faced challenges in finding relevant events and information. Our goal was to create a structured and functional portal where events are clearly highlighted while enabling a separate presentation of the institute's various areas of activity – culture, sports, and tourism.

In recent years, Žalec has been rapidly developing in the direction of tourism, but the destination's website has not kept pace, becoming a repository of content. In her research, Martínez-Salova argues that it is the characteristics of a website in the tourism sector that help create user preferences for a travel destination. Therefore, together with Tourism Žalec, we assessed that the site needed a thorough overhaul in terms of visual updates, clarity, and user experience. The existing site lacked clear information, making it difficult to find important content. Our task was to create a modern website where the offerings are clearly separated from accommodations and culinary experiences, allowing visitors to quickly access information.

When planning a trip, people often face difficulties in choosing a destination and then in finding authentic and interesting experiences. Therefore, we created a dynamic online experience that guides users on a touristic exploration of Kamnik, intertwining data science with the art of travel. Supported by Pestana's research on the impact of emotions and satisfaction on destination choice, this approach allows visitors to co-create and experience genuine interaction with the destination.

The main issue job seekers face is the lack of a transparent and centralized platform where they can find comprehensive information about job positions, the company, and its employees. A study analyzing job advertisements identified the importance of a corporate website in presenting the company. Harvest has decided to establish a modern and dynamic career website designed to attract and inform potential candidates. The website offers comprehensive information about the job positions and opportunities the company provides and facilitates interaction with potential candidates.

Overload of options that often appear equivalent at first glance represents one of the key challenges in choosing over-the-counter pharmaceutical products. In collaboration with Polymetrio, the distributor of the Aboca brand, we developed a communication strategy aimed at bringing these products closer to the general public. The starting point in our design was Masood's definition of modern marketing approaches in the pharmaceutical industry. Our approach was designed to present the benefits of these natural products to users in an attractive and understandable way, enabling them to make easier and more informed choices.

The clash of opinions and interests between the local community and its leadership is always a challenge, and it was no different in the project of building Stolp Kristal in Rogaška Slatina. Despite initial concerns, the tower represents an important additional tourist attraction, which will serve as a new magnet for visitors to the destination. This is supported by Destefanis' case study, which explores the development of cultural tourism and its impact on local communities in southern Italy, concluding that the creation and development of cultural landmarks to attract tourists positively affect the living conditions of the local community, not only due to increased availability of funds but also due to a change in the mindset of the residents.

In recent years, it has become evident that inclusive and accessible culture is not only a social responsibility but also an opportunity to enrich cultural life for everyone. In Maribor, accessibility to cultural and artistic content poses a key challenge, especially for visitors with various disabilities. These individuals often face physical barriers and a lack of clear information, making it difficult for them to fully enjoy the city’s rich cultural offerings. With the project "Maribor for All," we aim to provide equal access to the city's diverse cultural experiences and contribute to removing physical obstacles and improving visitor information. Inspired by successful European initiatives such as the ELEVATOR Project, which prioritizes accessibility in cultural policies across Europe, we hope to make Maribor’s cultural life more inclusive and welcoming for all.

The modern (tourist) consumer has "modern" needs, seeking unique and flexible experiences and wanting to actively shape their holiday rather than merely participate passively in activities. For the destination Kamnik, which offers a unique blend of local culture and nature, we developed a comprehensive digital campaign encouraging visitors to actively engage in shaping their travel experiences. Drawing on research about the impact of emotions and satisfaction on destination choice, we designed two seasonal activations promoting the personalization of tourist experiences.

In today's fast-paced world, we often forget how important it is to take care of ourselves and stay true to our commitments. Research shows that regularly consuming magnesium can help reduce fatigue and exhaustion, as it supports the normal functioning of muscles and the nervous system. With the campaign "MAGical Commitment," we aimed to remind users that it's not just about empty promises but taking tangible steps towards a healthier lifestyle. In developing the campaign, we followed the findings of a study by Anouk van der Weiden and colleagues, which explores how self-control influences the development of positive habits in everyday life.

Slovenian potica is not just a dessert but a symbol of the festive spirit, family traditions, and our cultural heritage. So how can we bring this classic queen of holiday tables closer to modern visitors? Through a unique Advent campaign at Bled Castle that combines an interactive exhibition, tastings, and an innovative modern interpretation of potica. Based on a study exploring the importance of gastronomic heritage, we have created an experience that connects history, culture, and contemporary trends. In doing so, we aim to bring the warmth of the holidays closer to visitors and emphasize the significance of the heritage we pass on to new generations.

Real estate seekers often face the challenge of lacking a comprehensive and interactive experience when searching for a new home. They need a clear and intuitive way to visualize property locations and access detailed information that helps them make decisions. A study on entrepreneurial marketing and the concept of “phygital” served as the starting point for developing the website for the Oasis Above the Sea neighborhood, which combines physical and digital elements, thereby enhancing the user experience and streamlining the decision-making process.

During the pre-holiday season, many of us face the dilemma: what to choose among all the gift sets vying for our attention at the point of sale? A study by Julian Givie revealed an interesting fact – gift givers often overestimate the value of gifts, while recipients appreciate thoughtfulness and a personal touch more. This inspired us to create a campaign that simplifies the selection of the perfect gift while simultaneously connecting it with the distinctive humor and legendary spirit of the Old Spice brand. The result? A promotional campaign designed to show in a fun way that the Old Spice gift set is much more than just a last-minute solution – it’s a thoughtful choice that appeals to the man in every guy.

Visitors to tourist destinations often face a lack of information about additional attractions they can explore. In Rogaška Slatina, where Kristal Tower attracts numerous guests, we aimed to invite visitors to discover other local highlights. A study on the impact of short video content on consumer engagement has shown that short videos are extremely effective at capturing attention and encouraging interaction. Our goal was to put this knowledge into practice by redirecting visitors interested in Kristal Tower to the broader offerings in Rogaška Slatina.

Seibert, a specialist in the sale of gas measurement and control equipment, faces the challenge of addressing a narrow target audience with specific products. As a study on usability, user experience, and accessibility shows, the key factors in creating an effective online presence are adapting to user needs, clear structure, and high usability. Our goal was to revamp the overall graphic identity and website to reach the target audience with modern visual solutions and an optimized user experience.

Avtocenter BTG, specializing in vehicle sales and servicing, faced the challenge of digital transformation and enhancing user experience. With the growing demand for Chinese vehicle brands such as DongFeng, Forthing, Voyah, Box, and MHero, along with an increasing need for structured online communication, the development of a modern and functional digital presence became essential. Research in the field of automotive web platforms highlights the importance of a clear visual hierarchy and an intuitive user experience, enabling efficient navigation and increasing user conversion.

Kognito, an innovative insurance comparison platform, addresses the need for clarity, trust, and easy access to insurance solutions. A study on building trust in the insurance sector highlights the importance of transparent communication, high-quality user experience, and a personalized approach.

Key factors in designing an effective digital presence include a clear structure, intuitive navigation, and user-centered content. Our goal was to create a recognizable brand and an optimized web platform that allows users to quickly and easily compare insurance options. With a new cohesive visual identity, a modern website, and strategic communication, we have crafted a digital experience that strengthens trust and simplifies informed decision-making.

A study published in the Journal of Business Research reveals that mysterious elements in advertising enhance curiosity, which directly influences purchase motivation. This very insight served as the foundation for a bold digital campaign by the Magnesium Diasporal brand, which, upon launching two new flavors, opted for an unconventional approach – an interactive experience featuring elements of mystery, guessing, and discovery.

In the digital age, visitors to cultural landmarks expect more than just information – they seek an experience. Studies on the development of cultural tourism emphasize the importance of intuitive content access and the possibility of virtual exploration (UNESCO Digital Cultural Heritage, 2022). With this in mind, we designed a new website for Bled Castle that offers visitors of all ages a comprehensive, informative, and visually engaging user experience.

According to the study "Developing a Digital Maturity Model for the Event Industry" (Romanova & Shalev, 2024), the success of cultural organizations in the digital environment hinges on a threefold balance: excellent user experience, advanced functionality, and strong content focus. For Festival Ljubljana, we designed a modern online platform that merges digital capability with the artistic spirit of the festival.

When it comes to products like handmade chocolate, trust in quality and reliability of the online presentation is essential. A study on online consumer behavior, published in the Journal of Retailing and Consumer Services (2010), emphasizes the importance of a tailored user experience for products that are sensitive to seasonal changes and transport conditions. That’s why, for the Molinet chocolate shop, we designed a website that not only visually aligns with the brand identity but also functionally responds to weather conditions and logistical challenges—one solution addressing two key user needs: clarity in ordering and reliability in delivery.

A study published in the International Journal of Environmental Research and Public Health (Shi et al., 2024) confirms that brands participating in sporting events with a high degree of value and goal alignment achieve stronger emotional connections with their target audiences and greater sponsorship effectiveness. As the official magnesium of the NLB Ljubljana Marathon, Magnesium Diasporal transformed this connection in the “Direkt to the Finish Line!” campaign into a genuine experience — not just sponsorship presence, but a partnership with the spirit of the marathon. In collaboration with the NLB Ljubljana Marathon, the activation inspired runners with a story, motivation, and support — accompanying them every step of the way to the finish line.

In the digital world, where followers seek more than just information, experience has become the key to connecting with a brand. Personalized video content has been proven to boost engagement – a fact confirmed by the study Lights, Camera, Engagement! (Smith & Lee, 2025) published in the Journal of Marketing Communications. Based on these insights, we partnered with Supernova to create the seasonal project “Style Transformation” – a video series that combines real-life stories of participants, store promotions, and a strong digital presence.