Written by UP Blog Staff
on February 16, 2011

The newly formed company, UP There Everywhere began working with Destination Sigtuna, before the company even officially launched. Now, a new brand development effort is underway for the destination brand led by a team that includes Julian Stubbs, Magdelena Larhed, and Peter Langer. Stubbs also happens to live in Sigtuna, a town less than 15 minutes by car from Stockholm-Arlanda International Airport.

Sigtuna was Sweden’s first town, and is often referenced in early Norse saga and medieval documents dating before the 11th century B.C.

History tells us that Sigtuna was founded on the shores of Lake Mälaren just over 1,000 years ago. For more than 250 years, it was one of the most important cities in Sweden and a key centre of commerce and royal leadership. Today, while it might be seen as less important than its more famous neighbors, Stockholm and Uppsala, its status as the first town became key to the new branding campaign and tagline ‘Sigtuna, Where Sweden Begins.’ UP THERE, EVERYWHERE has been creating full page advertisements that run on the first of each month in Dagens Nyheter, Sweden’s leading national newspaper.

Stubbs, who was also the person behind the branding of Stockholm as The Capital of Scandinavia, developed the new identity and campaign working with fellow UP* member Peter Langer.

Sigtuna logo

Read the Case Study on Branding of Sigtuna.

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