The Brief:
How do you rebrand an entire city and have the citizens that live there actually embrace it?
The Solution:
We knew that to getting the citizens to accept the rebrand would require the people getting involved in the process. So we designed a unique data-driven process, where data gathered from our citizens guided us from stage to stage. People participated the process by creating Pori Stories online and after that by judging mood boards, that were based on those stories and research. The judging took place at special Pop-Up Ad Agency: A real office where anyone could walk in to give their opinions.
Case film, images and results below
Results:
- Over 5500 participants (The population of the city is approximately 85 000)
- 88,2% of the people of Pori liked the new visual identity
- 86,4% of the people of Pori said that the rebranding was useful
- The city’s merchandise sales grew by 400%
- The rebranding of Pori earned the award for bringing the most fame to the city in 2017.
Awards:
- Winner of Finnish Comms Award 2018
- Honorable mention Grand One 2018
- Winner of community marketing award 2018
My Role: Team leader, strategy, creative direction, concept design, idea creation