The brief
Create a brand identity platform to reposition the northern Swedish Lapland community in order to increase year-round tourism.
The approach
We applied our BASE-UP (Brief - Audit - Strategy - Execution - Follow-UP) process, which consisted of the following elements:
- Running stakeholder workshops on location with key stakeholder groups
- Meeting with local politicians to further discuss how place branding can help reverse the fall in population and boost summer tourism
- Examining existing research on awareness and attitudes towards the municipality
- Competitive research and benchmarks
- Devising an appropriate strategy and identity
The work
- Positioning, defining USPs and a brand identity
- Communication plan with recommendations for internal and external communication activities
- Strategy report
- Brand book
- Development of graphics including a new logo and typography