In today's competitive global economy, growing our global brand is not just important—it's essential — for a country like Estonia, whose success hinges on the strength of its exports and innovation. 

While research shows that Estonia's overall familiarity falls a bit below the United Nations' average, those who do know us tend to hold a remarkably positive image of us. This positive reputation isn't just flattering; it's powerful. It attracts foreign investment, tourism, and international talent, giving our businesses a distinct competitive edge and making Estonian products more desirable worldwide. Bloom Consulting research shows that even a modest 0.1-point improvement in perception on a 5-point scale can translate into 15–20% more investments, tourism, exports, and talent. Beyond these economic benefits, a stronger global reputation enhances Estonia's security and reinforces its position as an independent, resilient nation. 

To continue building this reputation, we need to move beyond the aspects of Estonia that people already know and admire—our leadership in e-governance, ease of doing business, and willingness to support other countries. It's time to highlight the lesser-known but equally defining qualities that make Estonia unique: our role as an innovation testbed, a hub for smart manufacturing, and a wise business tourism destination. This calls for a unified, compelling narrative rooted in our core strengths. We are a nation of makers, bold enough to take on future challenges and resilient enough to thrive in times of change. Succeeding at change is our superpower and a story worth sharing. 

2024 has been a landmark year for Brand Estonia. For the first time, we've had a dedicated team of three full-time staff, supported by additional part-time contributors, driving forward our brand strategy, design systems, and innovative use of technology. We now have valid, comparable data on Estonia's international image with the insights gained from two comprehensive image surveys. This data allows us to make smarter, more informed decisions.  In a world that demands customer-centric approaches, a one-size-fits-all strategy no longer works. To stay ahead of our audience's needs, we've tailored our content, from refreshing our brand's central story to creating specialized sectoral materials. Looking ahead to 2025, we will expand this work with country-specific materials, ensuring our messaging resonates with diverse international audiences. 

Innovative tools like Lume, our AI-powered brand messenger, is first of many great examples to come. This free, easy-to-use chatbot helps anyone craft tailored talking points about Estonia. Meanwhile, Onboard Estonia, an experimental tool still in development, aims to support our outreach at trade fairs and international events. The new Estonia in Numbers website provides a quick, insider view of key statistics, with the potential to evolve into a full-fledged presentation tool. We welcome your feedback on these initiatives—your input is invaluable as we expand these resources. 

In the following pages, you will find an overview of Brand Estonia's work for 2024:
1. Brand strategy
2. Updated messaging
3. Overview of Estonia's image studies
4. Design system developments
5. Best use cases

In December 2024, Estonia will celebrate a symbolic milestone: the digitalization of its very last public service. Fittingly, this final step is the divorce application, and with its completion, we'll proudly declare Estonia to be 0% 'bureaucrazy'. Looking ahead, the e-Estonia Briefing Centre will broaden its storytelling focus from digital government to inspiring cross-sector innovation, showcasing the bold ideas and smart solutions that define Estonia.

Building a strong country brand requires collaboration and meaningful action. Estonia hasn't ever relied on purchasing media placements; we must earn our reputation. That means staying true to our values and leading by example—whether through pioneering digital government, launching initiatives like e-Residency, or standing as a vocal supporter of Ukraine. Together, we can amplify Estonia's story and continue to strengthen its global presence. 

With exciting prospects on the horizon, including an Estonian serving as the EU's High Representative for Foreign Affairs and Security Policy, 2025 is starting with opportunities. Let's seize them together.

Foreword

## Defining our global identity

A country brand is a key differentiator that helps establish a positive reputation and drive preference. Every country has a reputation, which is managed in various ways and at different levels.

Our reputation is driven by two key factors: how well people know Estonia and what they think of us. The more the world recognizes Estonia for its unique strengths, the stronger our perception becomes. We measure reputation annually through international surveys such as the _**Global Soft Power**_ Index and the _**Nation Brands Index**_.

## Why a strong country brand matters
Estonia’s brand is more than just an image; it’s a powerful tool that supports our national security, drives economic growth, and attracts talent and investment. 

Similar to well-known trademarks, country brands have monetary value, enabling us to assess the economic impact of our reputation. This involves comparing perceptions of Estonia with economic indicators such as GDP, foreign investment volume, export and tourism revenues, and the number of foreign talents.

Current research by Bloom Consulting indicates that perception contributes to approximately 25% of the total transaction value in areas like tourism, foreign direct investment (FDI) inflows, and talent attraction.

## Managing Estonia’s global brand

Managing Estonia’s brand starts with understanding where we stand, defining clear goals, and taking meaningful steps to achieve them. It should be rooted in reality, measured using agreed-upon metrics such as various statistics, economic indicators, rankings, and memberships in international associations.

Reputation is built through experiences—whether it’s someone visiting Estonia, working with our businesses, or hearing about our digital innovations. These experiences shape how Estonia is perceived, both directly and indirectly, through personal impressions or media coverage.

The principle of "actions speak louder than words" is especially relevant for country branding, especially for Estonia. Our reputation is not built only through isolated marketing campaigns but through meaningful actions in areas like state governance, international relations, business, and culture that gain global recognition. Whether we like it or not, reputation evolves slowly over time.

## Organisational changes

The Brand Estonia team works to strengthen Estonia’s image and global presence through collaboration, data and content.

In 2024, the team underwent its most significant changes since the launch of Brand Estonia in 2017. Originally part of the marketing department at Enterprise Estonia, it became an independent entity — the Country Promotion Department (also known as Brand Estonia) — working closely with Trade Estonia, Invest in Estonia, Visit Estonia, Work in Estonia, Startup Estonia, e-Residency, Ministry of Foreign Affairs, Government Office, Ministry of Economic Affairs, and many others.

Our mission is simple: to inspire and equip promoting Estonia’s story worldwide. We analyze our image, provide tools and insights that help showcase Estonia’s strengths. By working closely with policymakers, businesses, and organizations, we help ensure that Estonia’s actions speak louder than words.
To stay focused and effective, we’ve organized our work into four key areas:

1. Data & analytics 
2. Content & messages 
3. Visuals & tools 
4. Advice & support

Shaping Estonia’s country brand

## Time for changes

The current brand — including core messages, values, and visual identity — was introduced in 2017. Over the past seven years, visual assets have undergone significant development and expansion, but the brand core has remained largely unchanged. The only major exception was the addition of "Democratic values" as the fourth core message in 2022.

One of our main tasks for 2024 was to evaluate whether the core messages remain relevant or require updating. We undertook a thorough process involving interviews, desktop research, analysis, and grouping of findings, followed by distilling the information into distinct themes, testing wording, and iterating improvements.

We were pleased to conclude that the main themes still resonate but also identified several areas for refinement. These changes combine to create a cohesive system in which each component serves a distinct purpose.

## Our principles - doing things the Estonian way

In 2017, we defined our values as Nordic, smart, and surprising. Over time, these values came to describe only our visual language. Research revealed that there is a uniquely Estonian way of doing things that should be defined and integrated into the brand core.

Welcome: Our principles 

- Make shortage an advantage 
- Be driven by discontent 
- Have a heart and a backbone 
- Sometimes it takes a village

## Our story
Previously, our story was merely a combination of our core messages. It lacked a central idea — a defining characteristic that sets Estonia apart and articulates our role in the world. While defining a country is never simple, one theme consistently emerged during interviews and discussions: the scope, speed, and success of Estonia’s recent transformations.

Thus, “Succeeding at change is our superpower” became the centerpiece of our story. This statement resonates deeply and provides a clear focus for aligning our future actions and communications, especially in an increasingly unpredictable world where the adaptability and resilience of small nations are vital assets.


### Succeeding at change is our superpower

Having built an economically thriving liberal democracy and the most advanced digital society in just thirty years, we are experts at change, innovation, and efficiency. Estonia gives the world in flux an example to follow. 

## Offering
We redesigned "Core Messages" to “Our Offering” and revised the content to more clearly express the value Estonia brings to the world.

Instead of four core messages, our offering now consists of five key topics: digital society, entrepreneurial mindset, integrity, education, and sustainability. 

Updated brand story and offering

The more the world recognizes Estonia’s unique strengths, the more our reputation strengthens. We measure this perception annually through renowned international surveys like the **Global Soft Power Index** and the **Nation Brands Index**.

The 2024 results reveal that while Estonia is not yet widely known globally, those who discover our story hold us in high regard. This highlights the potential of Estonia’s brand to inspire trust and admiration as we continue to share our values and achievements on the world stage.

_For more insights into the survey findings, please contact the Brand Estonia team (brand@estonia.ee). We’re always happy to provide a deeper look into how Estonia is making its mark globally._

Global Soft Power Index 2024 

The Global Soft Power Index is an annual study by [Brand Finance](https://brandfinance.com), evaluating all 193 United Nations member states on how they are perceived across areas such as business and trade, governance, sustainability, international relations, and more. 

The 2024 survey reflects the insights of 170,000+ respondents from over 100 countries worldwide. The data was collected in the end of 2023 through an online sampled panel.

_It’s important to note that these results represent the perceptions and opinions of people rather than an objective measure of reality. Below is a brief overview of this year’s results for Estonia._

Based on the results, Estonia holds a strong 57th position in the world in terms of soft power, up from 91st position in 2022. This rise since 2022 proves Estonia's growing reputation as a leader in digital innovation, governance, and strong democratic values as well as increased familiarity, especially in Europe during the past few years.

The increased ranking in the Global Soft Power Index shows how Estonia's approach to international relations and its principled stance in global matters, such as support for Ukraine, digital governance as well as strong education system have strengthened our soft power on the world stage. 

_The number on the graph illustrates Estonia's position among 193 countries in the Global Soft Power Index._

Growing soft power and global presence

Estonia’s global familiarity remains lower than the global average, currently at 3.4 out of 10 according to the Global Soft Power Index. While Estonia’s story resonates strongly with those who know it, many remain unfamiliar with our unique strengths, and offering.

On the positive side, Estonia’s reputation has improved and now stands at 5.8 out of 10, surpassing the global average. This means that once people learn about Estonia, they tend to view it positively. 

Research shows that Estonia’s strong commitment to democracy, transparency, and innovation—especially in light of the war in Ukraine—has strengthened our image as a trusted and democratic nation.

Low familiarity hinders Estonia's reputation

Sustainable future, education & science, and governance topics are more strongly associated with Estonia, while culture and heritage are less so. A lower ranking in the culture and heritage category does not imply negative reputation but that this is less frequently associated with Estonia compared to other countries that are more well-known for their culture.

Since 2022, Estonia has improved its position significantly across all topics since 2022. The biggest jump has been in **"International relations"** (43 places) and in **"People and values"** (58 places) which measures attributes like trustworthyness, friendly, tolerant, etc.

_The number on the graph shows Estonia's position in 2024 across the soft power pillars among 193 countries globally._

Global Soft Power Index by topics

## International relations, business, and education are driving Estonia’s reputation globally

The Global Soft Power Index measures a country's reputation across eight key topics using 35 specific metrics. According to the 2024 results, Estonia performs best in areas related to sustainability, education, business, and governance. 

People perceive Estonia positively for being helpful to countries in need (25th globally), trustworthy media (25th), strong education system (29th globally), favorable business environment (33rd globally). Estonia is also positively perceived for its efforts in addressing the global climate crisis (29th) and for being a leader in technology and innovation (35th). 

In addition to improving its overall familiarity, Estonia would benefit from having stronger and well-known brands and products associated with the country, one of the most important drivers of reputation. By products, we do not mean only businesses but also brands like strong digital nation, e-residency, business hub, etc.

## Business conditions far ahead of the rest

For ten consecutive years, Estonia has ranked at the top of the [OECD tax competitiveness rankings](https://taxfoundation.org/wp-content/uploads/2024/10/International-Tax-Competitiveness-Index-2024-FV.pdf). Favorable business conditions have become a defining characteristic of Estonia, shaping our presence on the global stage. Research shows, that **Estonia is associated 2.4X more with ease of business** than the global average.

In the past 2.5 years, Estonia's international recognition and reputation have been significantly influenced by the war in Ukraine. Estonia is seen as a bold advocate for democratic values, which has led to increased awareness and trust in Estonia. 

_The graph below illustrates selected drivers of reputation and Estonia's reputation in relation to the global average._

Nation Brands Index 2024

[The Anholt Nation Brands Index](https://goodcountry.org/simon-anholt/) (NBI) assesses the awareness and perception of 50 countries on topics such as governance, culture, exports, tourism, people, investment and immigration. The study has been conducted quarterly since 2005 and annually since 2008 to measure the images of the world’s nations and to track their profiles as they rise or fall. 

Estonia was reintroduced to the panel in 2024, having been previously included in 2009. The data represented in the 2024 findings was collected in August 2024 through online panels in 19 high and middle-income countries that play important and diverse roles in international relations, trade, and the flow of business, cultural, and tourism activities.





Estonia's overall nation brand performance has improved considerably in the fifteen years since it was last included in the Nation Brands Index, rising from 42nd in 2009 to 35th in 2024. Estonia's scores also statistically significantly improved across the measured topics between 2009 and 2024.

Like the Global Soft Power Index, NBI shows that since 2022, international relations and diplomacy have become increasingly important for Estonia's familiarity and reputation.

Reputation growth since 2009

## Awareness of Estonia is low

Estonia ranks 50th on familiarity in the 2024 Nation Brands Index: it is the country that global respondents (general population) say they are least familiar with. As most of those 50 countries are the best known in the world, Estonia’s position is unsurprising. The results are consistent with the Global Soft Power Index - Estonia has low overall global awareness and familiarity.

## Awareness among age groups

The 2024 Nation Brands Index provides a detailed overview of how familiar people in different age groups are with Estonia. Among those aged 28 to 37, 17% report being familiar or very familiar with the country, while 14% of those aged 38 to 47 feel the same way. 

However, the index also reveals that, despite a decrease in the number of individuals unfamiliar with Estonia as age increases, many still recognize Estonia only by its name. On average, approximately 40-50% of people do not consider themselves to have any knowledge of Estonia beyond its name. _See more from the graph below._

The demographic group most familiar with Estonia consists of males aged 18‑27 in Germany, who are employed in full‑time work and earn an income in the upper third quartile. On the other hand, the least familiar group is females aged 18‑27 in South Africa, who are employed full‑time and earn an income in the upper third quartile.

Estonia performs particularly well on governance, but not so well on culture and tourism. On the people and investment & immigration dimensions in particular, Estonia’s rankings improved considerably between 2009 and 2024 (+10 and +7 rank improvements respectively). 

When comparing Estonia’s performance to the average of all other countries, its performance is generally statistically significantly lower on all dimensions apart from governance, which is a positive indication that Estonia is perceived similarly in terms of governance metrics (e.g., competently and honestly governed, respects human rights of its citizens, etc.) despite having lower awareness.


Nation Brands Index rankings 2009 vs 2024

Estonia's brand value

It’s important to keep track of our national brand’s health over time. This helps us understand how well we are doing, where we can get better, and what effect we have on the economy. 

In 2024, Brand Estonia worked with Brand Finance to evaluate our brand’s strength and impact.

While ranking among the top 50 nation brands globally, the growth could be faster year over year for Estonia. Brand strength is growing as a result of both higher metrics defined as investment into the brand (e.g. policies for doing business, R&D, human capital, UNESCO heritage sites, e-government index, and many more) and perceptions scores, but overall holds a similar place year over year.

The top 3 strongest nation brands in the world in 2024 are Canada, Switzerland and the United Kingdom.

47th strongest nation brand in the world 

## Potential for reputation growth in key areas

Estonia has a good reputation in areas like international relations, education, media, and sustainability. However, we can improve our image in business, values, culture, and governance. 

The scores for investment (see 'reality' in the graph below) are calculated based on various metrics and indices for infrastructure, policies for doing business, human capital, etc. Globally, Estonia ranks 31st in investment, which is relatively high, especially when considering our rank in perceptions, which is 74th. This suggests that investment is not getting translated into perceptions as well as for other nations likely as a result of having low familiarity (125th in the world).

The graph shows calculated scores for key pillars. If the number is below 100%, it means there is potential for reputation growth. If it is over 100%, it means our reputation exceeds reality. For example, even though we have a good perception of business and trade, there is more potential to grow even further. For international relations, our reputation is very high, considering our size in relation to other countries on a global scale.

## Brand value of Estonia

A nation's brand, much like any other brand, has considerable value. It represents how a country is perceived and is tied to its economic performance and the investments made in that brand. Over the past year, the value of Estonia's brand has risen by 10%, totaling 47 billion euros, maintaining its position from 2023, following €1 billion improvement year on year. 

The extent of Estonia's nation brand value growth has been hindered by reduced external demand from Nordic countries, lower private
consumption due to high inflation, and a slowdown in investments caused by economic uncertainty. Despite these challenges,
stronger growth is anticipated by 2025 through increasing familiarity and perception.

Brand Estonia team continues to monitor Estonia's nation brand value in 2025 with Brand Finance.



### Summary

Over the past 15 to 20 years, our focus on digital innovation, transparency, and strong governance has built Estonia a solid brand. The 2024 Global Soft Power Index and Nation Brands Index results show that Estonia is perceived as a leading digital nation. 

While the evolving economic and security landscape requires adaptation, we must also find ways to maintain our competitive advantages and key selling points to attract foreign investment and ensure we retain our position and narrative.  

In recent years, Estonia’s involvement and commitment to democratic values have had a large impact on our global perception according to both surveys. A clear, value-driven foreign policy reassures the rest of the world that Estonia is a reliable partner, making it safe for investment and business operations here. This proves that everything we communicate and do impacts our reputation and, ultimately, our economic success.

_We continue to monitor Estonia's perception and familiarity through the Global Soft Power Index in 2025. For more detailed survey results, reach out to us at brand@estonia.ee._

Estonia’s global image

Assets

Brand Estonia's assets are the core elements that shape our visual identity, making it recognizable and consistent across all channels. These include color palette, boulders, Aino typeface, wordmarks, icons and illustrations. All assets are accessible through the brand website, providing clear instructions for their proper use.

## Colors 3.0

Based on feedback from designers, we have developed color palette 3.0. The updated color palette is more flexible and allows for a greater variety of color combinations, aligning with best web practices, including WCAG AA contrast requirements. We have also introduced two new colors: Soomaa and Ratva. Additionally, an extended color palette has been created for use in web applications, creating infographics and finding complementary background colors for primary tones when needed.

[Extended colour palette in Figma](https://www.figma.com/design/ifmDp96Cf2WY0xWQU4cR8S/%F0%9F%94%B7-Extended-colours?node-id=2761-4636&t=VEdTboFL1nBpv5qI-1)

All brand colors are inspired by the Estonian nature with 31 unique destinations marked on the map. These locations represent the origins of the colors, showcasing the natural beauty that inspired the palette and inviting you to explore them.

### 471 icons and counting

Starting this year, primary design system elements such as wordmarks and icons are also available as Brand Estonia assets in Figma. 
The icons in the design system have been created over the years by different designers to fit various projects and bring Estonia’s story to life. The selection of symbols ranges from a simple arrow to a cute little fly – representing everything from the foundations of the digital state to everyday life. Altogether we have compiled 311 illustrative icons and 160 small icons.

### Boulders and limestones

Boulders have found their way into designers' hearts. The shapes inspired by Estonian nature make our branded visuals distinct. Now, the boulders are also named after the ones you can actually climb on yourself. The freshest family members are the new limestone shapes.

As a new element we are introducing paekivi, Estonia’s national stone. It’s simple, rounded-corner design works seamlessly as a design element in office software, web applications and graphic design programs. It can also be used to create text and image containers, infographics as well as illustrations and patterns when needed.

Brand toolbox improvements

## Statistics
In 2024, the Brand Toolbox saw significant growth, with 1517 new users and the addition of 300 new assets. The platform now has 8758 users and 7851 assets. 

### New features
We have moved to the new version of toolbox.estonia.ee. The new version, Brandkit 2.0, offers better analytics and greater flexibility in content editing. All toolbox content is now available on a single search page, and materials can be filtered through menu located below the search bar. The new version also allows for searching materials by specific sector. 

## The chatbot Lume 

The constant need for tailored messages that align with specific target groups made us think outside the box. Instead of just having Estonian messages on the Brand Estonia website, there is now an easy-to-use chatbot for creating talking points. Describe who you will meet (what country and sector), and Lume provides the initial message ideas. When proposing the messages, Lume takes into account the knowledge of Estonian image in different countries and the Estonian tone of voice

:::row-collapsed
##### Lume in action
[Explore Lume](https://brand.estonia.ee/lume/)
:::

## Sector materials 

In collaboration with the Trade Estonia team, we developed sector-specific materials for 8 key industries. The purpose of these materials is to generate external interest in both the sectors and the companies within them. These materials are designed to highlight their strenghts, drive export growth and attract investment.

## New videos and photos 

Sauna video for Estonian business hub in London. A video was created for the screens of the business hub in London. The aim was to highlight Estonia’s traditional sauna culture in an engaging and visually captivating way. 

:::row-collapsed
##### Sauna time in Estonia
[Vist Estonia](https://visitestonia.com/en/everything-you-need-to-know-about-estonian-sauna)
:::

Design system developments

:::row
## The new Visit Estonia website
[Visit Estonia](https://visitestonia.com)
:::

:::credits
- Design: Norman Niklus
- Development team: Datel
:::

The visitestonia.com website welcomes 16 visitors every minute, adding up to around 14 million annually, making it Estonia’s most widely recognized digital business card. This project  played a significant role in advancing and evolving our digital design system. We updated the color palette, introduced the Paekivi concept and added a substantial number of new icons.

> “It was great that the Brand Estonia team were always available to answer questions or discuss ideas. They were also very open to new concepts (such as the seasonal color scheme) and willing to enhance the design system rather than imposing strict limitations. As a result Visit Estonia truly gained its own distinct identity. While it’s based on the Brand Estonia design system and principles it stands out with its unique look.”
> <cite>– Norman Niklus</cite>

## Trade Estonia: social media illustrations

:::credits
- Design: Optimist
:::

Trade Estonia showcases Estonian companies across different industries and markets. The goal was to bring a playful touch to the social media visuals  through the use of illustrations. Illustrations offer a way to visualize industries where compelling photos are hard to come by, making complex or less visually engaging topics more accessible and appealing.

## The use of AI-generated visuals

:::credits
- Creative idea: Tank
:::

The AI boom at the beginning of the year brought AI-generated visuals into Brand Estonia visual language. There were various thoughts on this topic but we ultimately concluded that anything existing in our reality (like cities, people, animals, nature etc) does not need to be AI-generated. Instead, AI can be a powerful tool to bring mythology to life, visualizing elements like unicorns, kratts, spirits and more.

## High-quality diplomatic communication 

:::credits
- Design: AKU
:::

To create a more unified country image, the Ministry of Foreign Affairs has been using our design system for all its visual communication since 2017. The applications have included various digital media, events, exhibitions, gifts, books, and other printed materials.

## Latitude 59

:::credits
- Event: Orangetime, Radiustech
- Tech: WWW, Platvorm, AKU 
:::

In 2024 flagship tech event Latitude59 brought together 3,500 visitors from 65 countries, including 800+ investors. The welcoming area of Estonia invited people to nurture their ambitions. An experimental ambition level measurement game was developed to test the integration of the game screen and personal mobile device. The game was a teaser for onboarding people to Estonia via an online platform. In case of business interest, they got to book an online meeting or got a tailored value proposition. The area showcased the welcoming synergy of nature and tech serving people and their ambitions. Estonian stand was a joint initiative of Invest Estonia, Startup Estonia, Work in Estonia and e-Residency.

## Visit Estonia — successful campaign in Finland 

Visit Estonia launched a spring campaign aimed at increasing Finnish overnight stays in Estonia during the low season. The campaign highlighted cultural events and emphasized the similarities between Estonians and Finns, fostering a sense of closeness and creating positive emotions. The unique approach used proverbs, relatable characters, and the popular artist nublu to establish a shared cultural connection. 

This highly successful campaign demonstrated the power of cultural storytelling and strategic targeting to achieve impactful results

##### The campaign surpassed all targets: 

## Work in Estonia: "How to Life?" campaign 

In a challenging global tech environment with limited job openings, Work in Estonia launched the "How to Life?" campaign to spark international interest in Estonia as a destination for work and life. Instead of direct recruitment, the campaign aimed to prepare IT professionals for future opportunities by showcasing Estonian life, culture, and values with humor and relatability. 

The campaign made it to the City Nation Place Awards 2024 shortlist.

## Invest Estonia - Just transition fund campaign 
Estonia is taking bold steps towards sustainability, aligning with the European Green Deal’s vision of achieving climate neutrality by 2050. The Just Transition Fund, established in 2019, presents a unique opportunity for Estonia to strengthen its energy security, support sustainable regional economies, attract investments, and enhance the global competitiveness of its businesses. 

To promote these opportunities, Invest Estonia launched a digital marketing campaign highlighting Ida-Viru County as a prime location for investment. The campaign leveraged platforms like LinkedIn, X, and Google to effectively showcase the region’s industrial potential and untapped resources.
[Just transition fund — Invest in Estonia ](https://investinestonia.com/value-chain/)




## Hot tech & cool vibes at Web Summit
To showcase the vibrant Estonian tech scene, a hot sauna stand was set up at the world’s biggest tech conference, Web Summit, in Lisbon in the end of 2023.
People were invited to step into the Estonian sauna, relax on the bench, and converse honestly. “We are here to help you find the ways cool Estonia and its hot tech scene (like a sauna!) can make your life better, providing opportunities for business, work, and digital identity.”

Saunas are more than just a warm place to relax; they’re a way of life. The sauna culture in Estonia is not just about steam and heat; it’s a social institution that transcends borders. It’s about meeting people, sharing stories, making lasting connections, sharing honest stories and dreaming without borders.

### e-Sauna is hot and open
 
A digital solution was used to collect leads and send automated value propositions. “We’ve heated the e-Sauna for you to discover all the cool ways Estonia has to offer you in the areas of business, investments, work, digital identity, and wellbeing.”

The Web Summit’s organising team commented on Estonia's distinctive stand as one of their top three favourites.
The sauna vibe presence was a joint initiative of Invest Estonia, e-Residency, and Work in Estonia. The aftersauna networking event was hosted together with the Estonian Embassy in Lisbon.

Best use cases 2024

Meet the team behind Brand Estonia, committed to promoting Estonia on the global stage.

### Stina Vürmer
Stina is responsible for managing all visual content for Brand Estonia and the brand toolbox. In 2024, she led in-depth user research to map out needs for our brand website renewal planned for 2025.

### Carl-Ruuben Soolep
Carl-Ruuben oversees all content and communication for Brand Estonia. In 2024, he was responsible for leading the refreshed brand messaging and managing reputation research projects to enhance Estonia's storytelling and brand marketing.

### Kata Varblane
Leading the new Country Promotion Department, Kata seeks synergies among international departments at Enterprise Estonia and other key contributors to the Estonian brand. Since the spring of 2024, the e-Estonia Briefing Center—the central storyteller of Estonia—has been part of her department and the brand team. She encourages the team to embrace automation, technology, and AI. Kata also represents Estonia in the City Nation Place Advisory Group, a global network of leaders in place branding and economic development.

### Our contributors at Enterprise Estonia: 
- Moonika Maidre – Graphic designer
- Rauno Saidla – Web product manager
- e-Estonia Briefing Center Team: Kristiina Kriisa, Petra Holm, Johanna Kadri Kuusk, Rannar Park, Triin Joasaare 
- Liina-Maria Lepik – Board member overseeing international services division
- Kristi Scheler – Team assistant

### Our extended team: 
- Alari Orav – Brand strategist, since 2017 
- Andris Feldmanis – Writer, since 2017 
- Alina Trussova – Web designer, since 2021
- Martin Voltri – Head of design, since 2024 
- Sven Raju – Technology lead, since 2024 
- Renee Altrov – Photographer, since 2017 

### Country promotion working group 
Over the past few years, we've formed a great group of organizations and partners working on promoting Estonia's brand and image. This group collaboration lets us share ideas, best practices, learnings and experiences, helping us keep our messaging consistent across all organizations and teams. In 2024, we met in person and online four times and stayed connected through a regular newsletter with updates on our activities.

### Empowering e-Estonia spokespersons
Twice a year, we meet with representatives from public and private sector organizations and companies to discuss the latest digital advancements in Estonia. In 2025, we plan to expand the range of topics to support Brand Estonia's storytelling better.

### Collaboration with the Ministry of Foreign Affairs and NextGenerationEU 
Thanks to the Ministry of Foreign Affairs and the NextGenerationEU project, we've taken Estonia's brand strategy, messaging as well as visual materials to a whole new level in 2024. This partnership will carry on until early 2026.


### Reach out to us
We encourage you to share your feedback, questions, or thoughts with us. Whether it’s about finding out more about our image surveys or any other brand-related topics, please feel free to reach out at brand@estonia.ee. We look forward to hearing from you!
