Brand Scotland
Nation Branding
Challenge
Branding a nation is as complex as it gets.
Brand Scotland’s mission was to deliver a strategy that articulates to the world why it is a top contender as a place to live, work, study, invest in, do business with, and visit.
They needed a solution that captured Scotland’s compelling and unique attributes, and expressed that in a coherent brand identity that works for diverse stakeholders across five different, and distinct pillars: living, working, studying, visiting, and doing business.
Solution
helleau® hired Dr Keith Dinnie, the world expert on Nation Branding, to adapt our discovery framework to the task. We gathered data from workshops held across Scotland with stakeholders representing each of the 5 pillars.
We then delivered our strategic brand insights report, which set out a clear, coherent set of principles for developing the future brand identity for the nation of Scotland.