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Introducing Estonia in 2018


Introducing Estonia abroad is an ongoing process. By using unified principles, messages and visuals, we are more cost efficient and have a stronger influence. The brand of Estonia design language means there is no need to create a new design from scratch for each event or campaign.

We all benefit from the clear and positive image of our country. It helps to sell the products and services provided by Estonia and increase the number of tourists, students and talents taking an interest in our country. In addition to the economy, our image influences the position of Estonia on the international scene and can even enhance our national security.

In the beginning of 2017, Enterprise Estonia introduced the first draft of the updated principles of introducing Estonia which included presentation templates, graphics, a media bank and the official font Aino. These assets have since been continuously updated and revised based on user feedback and real world usage. An important goal in 2018 was improving the overall user experience by merging the instructions and the materials in one service environment ( This has simplified the process of accessing the assets – photos, presentations, videos etc – and using them in according to the established principles.
557 new items were added to the toolbox as a result of the cooperation between different parties.

Our efforts have attracted interest from several foreign countries and Brand Estonia won the “Best Use of Design” award at the world’s leading location marketing conference City Nation Place Global.


Use of web environments

In addition to collecting feedback from current users, a CSAT study was carried out. The study assessed user satisfaction with the content and the technical solution on a scale of 5. The result was an overly positive 4,2.

In 2018, the service environment had 45659 unique visits and 3370 new registered users. The number of downloaded materials grew 61% in one year with almost 20 000 downloads.

An increase in interest was also evident across websites introducing Estonia. According to Google Analytics, they had more than 6 million unique visitors. Compared to the previous year, the number of visitors increased by a million.

Increase of visits by websites:

New tools

557 new items were added to the toolbox. Over 30 video clips were added on topics such as e-health, food, industry, working in Estonia and the most important facts about our country. Also the clip providing an overview of introducing Estonia was updated.

The number of photos increased the most. A lot of high-quality image material about our industry, science, business environment, food, e-residence and, of course, nature and city environment was added.

Presentations were updated with materials for introducing our science, industry and business environment. Several existing presentations were also updated and translated to German, French, Spanish and Russian.


Five industry slogans were added for introducing a specific business field (now there are 14 in total, which you can find here):

  • timber industry “Traditional Values, Smart Technologies.”
  • recreational craft industry “Taking Traditions to New Horizons.”
  • medical industry “Estonia. Where Bright Ideas Meet a Can Do Spirit.”
  • ship construction “Estonia. Sea smart.”
  • machine construction “Estonia. Producing Excellence.”

To introduce the success story of e-Estonia 11 VR videos and a dedicated web environment were created making the experience available to everybody. The VR videos are an important part of the digital exposition at the e-Estonia Briefing Centre. By the end of 2018, they had been viewed more than 17 000 times.

Relevant events and campaigns

Materials and applications introducing Estonia were used at more than 100 events in 22 countries.

More than 200 Estonian companies participated in 32 trade fairs and introduced their products or services there. The potential for export was increased in the fields of food industry (SIAL France, SIAL China, Gulfood), construction industry (Nordbygg 2018), timber and furniture industry (Carrefour International du Bois, IMM Cologne), biotechnology (BIO International Convention), IT and the financial technology sector (Mobile World Congress, Money 2020), defence industry (UMEX, Eurosatory) and boat and ship construction (Boot 2018, SMM).

“One of the most beautiful (if not the most beautiful) stands at the trade fair. This bold design should certainly be used in future.”

—Hansab Group

“It differentiated itself from the others. Due to the colour solution it looked larger than it really was.”

— Haapsalu Uksetehase AS

“Clear, beautiful, distinguished, comfortable (good planning for rooms).”

—Threod Systems

In addition to the international trade fairs, the unified visual language and messages were used at conferences, high-level visits, contact events and receptions.

Among the highlights were the speech by the President of the Republic of Estonia at the World Knowledge Forum in South Korea, top meeting Tallinn Digital Summit and Create 18 Congress organised by Junior Achievement.

In 2018, the e-Estonia Briefing Centre was visited by 824 delegations with 8800 members, including the King of Holland, the President of Austria, the Digital Transformation Minister of Australia and the IT Minister of India.

Tallinn Airport Gate 3, which is passed by at least three million people a year, was completely redesigned using the Brand Estonia toolbox. At the gate it is now possible to watch VR videos introducing Estonia.

The long-term tourism campaign #EstonianWay invited 45 internationally or locally known influencers to Estonia. With their help we promoted 243 tourism companies and attractions from all over Estonia to the international public. The campaign still continues but already by the end of 2018 it had reached 90 million people in 102 countries with 2,1 million video views and 419 000 reactions on the social media.

Last autumn the campaign “Career Hunt” was participated by 5500 international IT specialists from 126 countries. It was organised in cooperation with 12 well-known Estonian companies who also financially contributed to the project.

The campaign kicked-off with Estonian companies offering 12 job openings, out of which half were filled right after the job interviews. As a result of the campaign, more than 250 news and articles introducing Estonia in foreign countries as a country desirable to work in, and more than 30 million people read them. As a result of the campaign, almost all employers expressed a wish to repeat the campaign.

The new Estonian national ID-cards and digital personal identification certificates were introduced in 2018. The manufacturer of the cards created the new design using the elements of the Estonian brand.

Feedback and recognition

Various tools and campaigns introducing Estonia won 16 prizes in total the last years. The most remarkable of them was certainly the title “Best Use of Design” received at the conference of location marketing City Nation Place Global in London.

Last year various tools and campaigns introducing Estonia won 16 prizes in total. The most remarkable of them was certainly the “Best Use of Design” award received at the conference of location marketing City Nation Place Global in London.

A number of countries have been interested in our experience. For example we presented the toolbox at conferences in Finland and Lithuania and we were also visited by the delegations from Lithuania and Montenegro. We also had written enquiries from Denmark, Holland and Aruba.

Forbes of Japan published three articles (read them here, here and here) covering our experience (two of them in the web edition and one in print, in a special edition of “Design is good business”). A long article about the marketing of Estonia was published in the magazine N WIND in Lithuania.

Plans for year 2019

This year we will continue adding new materials and updating existing ones. We will add photos covering business tourism, energetics, intelligent industry solutions sector, innovative and high-tech products, e-services, data science, open data and artificial intelligence.

We will create new presentations for shared service centres, Study in Estonia and update the presentation of e-Estonia. The Estonian business environment and e-Estonia presentations will be translated to Russian, Spanish, French, German and Chinese.

The Trade Development Agency of Enterprise Estonia in cooperation with professional associations will start developing marketing materials for exporting sectors.

Together with the Ministry of Rural Affairs we will create a webpage promoting Estonian food industry.

We are also working on general guidelines for creating websites and will carry out training courses for the users of Brand Estonia.