Putting the frozen north on the map

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