Introducing the country using unified tools is cheaper and more effective for everybody. This is the reason why most developed countries from Sweden to New Zealand use a unified system to introduce themselves.
Government agencies, business and other organizations have to also introduce Estonia when marketing and selling outside Estonia. For example, at trade exhibitions, meeting foreign partners, on webpages and other marketing materials. It is important that the message communicated outside would be clear and unified – only then will it be remembered. A clear image will help both tourism and the sale of Estonian products.
Already since 2002 the government has through EAS provided materials to help introduce Estonia, for example photos, design solutions, and written success stories, with the goal of helping government institutions, businesses and organisations to introduce themselves and their country abroad.
In 2017 EAS presented the new tools for introducing Estonia, the presentations, designs, the photo bank and the Aino typeface. These tools are now widely used to introduce Estonia all over the world.
Before updating the existing design and materials, Estonian Design Team developed principles that would help to create unified solutions in future.
Also, a media bank was created containing over 600 photos, 50 videos, 8 presentations and over 180 graphic element ant illustrations.
The main facts about Estonia are made available and are constantly updated on the estonia.ee webpage.
Nine industry specific slogans have been developed.
Almost 70 institutions, organizations and businesses used the materials. Among them The Office of the President of Estonia, Estonian Ministry of Foreign Affairs, Estonian Ministry of Rural Affairs, Estonian Ministry of Social Affairs, Estonian Ministry of Economic Affairs and Communications, Estonian Defence Industry Association, Estonian Furniture Industry Association, Port of Tallinn, Estonian Jazz Union, Estonian Connected Health cluster.
In 2017 our web pages had over 157 000 unique visits and the materials were downloaded 11 432 times.
At the beginning of the project the Estonian Design Team had a goal that the unified messages and visual language would be used by different sectors communicating outside Estonia: tourism (Visit Estonia), talents (Work in Estonia), education (Study in Estonia), business and e-residency. This goal has been achieved. In addition, the virtual and also physical gateways to Estonia have been updated.
Using the tools, the following has been created:
The elements and different applications have been used at 33 different events:
We asked different users (designers, ministries, associations and clusters) to comment on their use and to point out what would need improvement.
Some of the positive feedback:
— Ave Habakuk, business developer, Lingvist
— Tiia Nightingale, UN security council campaign coordinator, Estonian Ministry of Foreign Affairs
— designer, Age McCann
— Silver Siniavski, product lead, e-Residency
In addition to the positive feedback we also received criticism and suggestions, how to develop the tools in the future:
“We would need a much larger selection of photos and videos for Estonian businesses and institutions and the material could have more emotional variety.”
“In presentations it should be identified when they have last been updated. There should also be a separate presentation about Estonian economy. Ideally the presentations would also be in German and French, as the Estonian diplomats usually give talks in the language of the destination country.”
This year we are planning to make available photos on the following subjects: food, electronics and defence industry, transport and logistics, business environment, e-estonia, Estonian universities and technology development centres. We are also planning to produce videos to introduce the Estonian business environment.
The web pages will be updated according to the feedback we have received. EAS is planning on contacted workshops and seminars. If interested, do not hesitate to let us know at firstname.lastname@example.org.
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