North, for no particularly good reason.
Baloo Goes North is an ongoing visual identity for a northbound journey in a 1994 Mitsubishi Delica L300 4WD.
The destination is Nordkapp. The vehicle is small, slow, mechanically honest and, on paper, not the obvious choice for a long winter drive. Which is part of the appeal.
This project began before the route did: a way of giving the journey its own language through photography, typography, vehicle details and the quiet administrative panic of taking an old van somewhere cold enough to make every small decision feel consequential.
A journey in advance.
There is no completed route. No final itinerary. No triumphant arrival photograph under the globe at Nordkapp.
Instead, there are images of what it might feel like: the van moving through white space, parked in improbable places, carrying too much equipment towards a place that remains pleasantly far away.
It is less a plan than a visual rehearsal.
The project became an excuse to make things: graphics, type treatments, fictional field notes, small vehicle studies and images that place Baloo further north than it has ever been.Some of it is practical. Most of it is not. The distinction is not always important.The van gives the work a subject; Nordkapp gives it a direction.Until it becomes real.
One day, Baloo may actually leave Zürich and point north for long enough to reach Nordkapp.
Until then, the journey continues in photographs, layouts and increasingly specific visual evidence of a trip that has not happened yet—but is clearly taking up a suspicious amount of room already.
