Best use cases 2024

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.” – Norman Niklus

Trade Estonia: social media illustrations

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

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

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

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

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

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.