How design brings new locations to life

The past year has put a new focus on our surroundings and an acute awareness of whether areas are truly serving their communities. We examine how place branding and marketing have been adjusted to reflect this

"Nobody has ever really explained to me that places are in competition," says Simon Yewdall, strategy director at dn & co. The studio has worked on place branding projects for a number of locations, most notably for areas in cities such as the Digbeth creative district in Birmingham, the Royal Docks in London and most recently Brent Cross Town in the north of the city. “A city depends on attracting investment, attracting people or companies to move there, or tourists or visitors. A successful place depends on other areas not being able to compete. That's why we're trying to find out what makes this place so special. What is its essential story? How can it start connecting with people? "

This is the core of what Helsinki agency Bou is aiming for with its new project for the city's marketing department, which posed the challenge of attracting new technical talent from overseas while holding onto global travel disruptions.

"When moving to a new city for a new job, there are many important factors that will influence your final decision, especially if you need to consider moving your family to a new location." When you visit a city, you can experience the city through services, commuting, education, safety, nature, all of the city's culture, etc., ”says Alexander Pihlainen, CEO of Bou. “Now that travel isn't possible, cities and businesses need to get really creative. How can you make people believe and see that this is actually the city we are telling you it is? "

Above: Brent Cross Town identity from dn & co. Above: Helsinki in a box from Bou

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