Placing a Destination Brand on the Map


Placing a destination on the map to attract residents, tourists, investors, companies, and talent with a full experience is a dynamic and interconnected creative strategy.

Of course, building and remolding place brands and identities is nothing new. Legends of El Cid and King Arthur, as nation-builders and defenders of the Christian spirit, form part of the national heritage in old countries like Spain and England. Frances’s five republics, two empires and about four kingdoms (depending how you count them) offer a fascinating case-study of how creating and establishing identities has long been a central preoccupation of places and regimes, and was highly influential in establishing their legitimacy and their hold of power.

And now the world is digital and borderless. We all have access to any city to tour, live, and invest in. All continents, countries, cities, and regions are considering the idea of place branding to establish their identities and value on the map rather than the market, but now it is both. Places attract and compete in the global market place for investors, talent, companies, tourism, and citizens to experience their ideology, values, economy, and culture. This is a practice we are all to familiar with. Unfortunately, there is not 1 thing to address all of the needs and wants. If there was, it would be the idea of brand. Brand is holistic where we take a bird’s eye view in order to prioritize unmet needs, deliver to target audiences, and satisfy the many dynamics for objectives and outcomes a place brand is looking to achieve sustainably for the future. This is done holistically, creatively, and an experience ourselves to enjoy for this main initiative.


“Brands exist in their relevance to people. Whether customers, investors, or citizens.”
– Jason Worley


We use the analogy of experience for place branding and corporate branding. Corporate branding and place branding has the same key elements for the idea of branding an experience to attract those who they target. Both serving as a north star to help make decisions in ones life. To create a shared experience, with a sense of identity, with clear governed rules.

Corporations and Places have the same dynamics in today’s world to attract and provide value.


The Flag: The Logo

A symbol of change and identity for all to identity with. A logo is an identity tool. Not a marketing tool. It is to be identified by many and unify the many. Giving these audiences and communities a sense of identity.


The Streets: The Grid

Every identity needs a design system to travel through and communicate for. Have core meaning to ensure the relevancy of many. To stand out from other streets. To resonate with those who stand for it.


The Neighborhoods: The Identities

A platform for those who have something to say, share, and express. This platform allows for communities to connect, to appreciate, to share their stories, and of course to attract others to experience what they experience. It is within a place brand identity that allows that platform for all. Providing an invitation to those a place wants to attract.


The Attractions: The Touchpoints

Relevancy, differentiation, and authentic play a significant role in attracting people to come. Understand your audience is vital to the success of the brand identity programme. Otherwise, all is lost. In a digital age, we can attract and target key people to share with them what they’ve been looking for. That is the idea. An idea so big it attracts all, but and so small it can attract an individual.


How We Help Clients

  • Brand Equity & Market Awareness

  • Designing a Go-to Market Strategy

  • Marketing & Communication Strategy

  • Place/Region/Destination Identity System

  • Brand Strategy, Development, & Engagement

  • Innovative approaches with committees & stakeholders