Case Study

Viking by Sons of Norway

For more than 30 years, MSPC has produced a monthly Nordic culture magazine, Viking, for the members of Sons of Norway to keep readers connected to their heritage. The organization wanted to appeal more to the children and grandchildren of its core membership.

Multiple Viking magazine covers
Candy on magazine pages


MSPC led a magazine redesign to showcase Sons of Norway as a vibrant, cohesive organization and attract new, younger members. The refreshed design takes inspiration from modern Norwegian graphic design and architecture while incorporating aspects of history and nature. A striking new cover design, enhanced member content and more in-depth financial content brought Viking into a new era.

Outdoor cabin by lake at sunset

Content Features

  • Travel
  • History
  • Food
  • Genealogy
  • Art & culture
  • Modern Norway


Monthly readers


35+ local, 3 national


Years of partnership with MSPC

Woman dressed in blue standing in field


Viking remains Sons of Norway’s No. 1 member benefit.