How do you craft a new identity for a brand with over 700 years of history and 40 000 stakeholders? Welcome to place marketing.
The role of municipalities is evolving. Global megatrends, leaps in technology, and constant shifts in our societal structures are forcing localities to redefine their purpose and value in a rapidly changing world. This transformation also reshapes how they present themselves.
WELCOME TOPLACE MARKETING
In today’s fast-paced landscape, first impressions matter more than ever. Municipalities now compete for attention alongside brands from every sector. To succeed, they need tools as powerful as those used by top-tier commercial brands. The standouts are the ones that captivate, resonate, and build trust with their audiences. At their best, a municipality can function as a lifestyle brand: representing a promise of a unique way of life that it actively brings to life through its actions and appeal.
Development
The first rule of successful place marketing: always listen to the locals. These are your future brand ambassadors and it’s paramount that you bring them on side at an early stage. Of course, it goes without saying that inviting 40 000+ people to participate in a brand development process can be a challenge. However, with a little creativity, open participation can be a fun and fruitful endeavor.
ENTER THEBRANDVENTURE
Enter the Brandventure: an expedition spanning our past, present and future.
Our goal was to get everyone excited, inviting people to answer questions and provide suggestions for the new brand both online and offline. By creating a transparent process, we ended up sparking valuable conversations and avoiding friction as we reached the latter stages of our shared project. The Brandventure also caught the eye of Talouselämä, one of the most prestigious business magazines in Finland, who ended up doing a piece on the process.
Alongside the residents, Kirkkonummi’s marketing team and leadership also provided invaluable insights and direction for the branding process. It goes without saying that without them, this project would never have come to fruition. So, here’s to them!
Concept // 1
Concept // 2
Concept // 3
Results
Perceptions take shape when given the space to grow.
Strong brand positioning provides clarity and direction for audiences, offering a framework that seamlessly translates into day-to-day operations. It creates room for growth, allowing a brand to develop naturally while maintaining focus and purpose.
Kirkkonummi’s new identity positions it more firmly as part of the Nordic region’s key attractions. In an international context, Kirkkonummi now stands out as distinctly Scandinavian compared to competing Finnish municipalities. Domestically, it embodies a refined Nordic quality: with a timeless aesthetic that highlights pristine nature, clean lines, and Finnish design ideals—while leaving room for storytelling to unfold.
ROOM FORGROWTH
The lighthouse has long symbolized Kirkkonummi. As part of the new brand, the icon evolves into a fresh logo design that serves as a beacon for the future while honoring the place’s rich heritage.
Ultimately, Kirkkonummi’s new brand identity bridges the past and the future, tradition and innovation, the familiar and the unknown. It promises a mindset where progress is built on bold, forward-thinking ideals. At the same time, it’s a call to action: to stand behind our words and lead by example in a world that needs positive role models more than ever.
THE FUTURE OF PLACE BRANDING
"We believe the rebrand has been a great success and we’ve received a lot of positive feedback around it. The brand not only reflects our strategic priorities but also captures Kirkkonummi's forward-thinking vision in a smart way. It truly represents the perspective of the people of Kirkkonummi and tells our story as it is now and as it hopes to be in the future."- Katja Harri, Business & Marketing Expert / Rami Niittysalo, Head of Marketing
