The eleventh Latitude59 start-up and tech conference took place on the 24th and 25th of May in Tallinn. More than 2000 people (including 100 speakers) participated from over 20 countries. Over 150 early stage start-ups and 200 investors from Estonia and abroad were present at the event. Latitude59 has been using the brand Estonia toolbox – the e-Estonia messages and visual language – since 2017.
The visual identity created by design agency AKU uses the design principles of brand Estonia, the Aino typeface and the icons. Latitude59 does differ by the use of colour, although the main colour is still blue. This meant that creating the visual identity was quick and cost-effective and was also in tune with the communication used by other connected sectors (e-Estonia, Invest in Estonia, Work in Estonia).
In addition to the standard solutions, there was also a location specific installation, which represented the brand values: surprising, smart and with a clean Nordic visual form.
The fun Estonian language learning app Estonian Tryouts was also used at the event. This is a good example how a shared visual language allows to (re)use apps created at different times, saving both money and time.
Although different sectors were represented at the conference, a clear narrative was created for the visitor, which helped to better communicate the success story of e-Estonia.
Latitude59 is a great example how the toolbox for introducing Estonia can be used for communicating large international, multi-sector events targeted at both institutions and businesses. All to make our messages clearer and further reaching.