If 2024 was the year we started building the Country Promotion Department, then 2025 became the year of real execution. With the EU support project led by the Ministry of Foreign Affairs, we moved from planning to action across the full scope of our work: updating the Brand Estonia design system, developing new websites, and making systematic use of insights from international image surveys. 

Being resourceful is in our Estonian DNA and thus the seemingly impossible tasks were delivered despite the limited team and time. The very Estonian-style positive discontent was the driver for ambition to push hard and make no compromises. I’d like to think that 2025 was a year of making a difference and having an impact. 

When it comes to global image, there is no substitute for meaningful actions. In January we launched an international campaign around a simple milestone: our last remaining public service, the divorce application, also became available online. We spoke about it with a light touch, using the idea of “0% bureaucrazy” in Estonia. The point was not technology itself, but what it enables: ease in everyday life and a smoother environment for doing business. That message proved widely relatable and brought attention from international media as well as business and country delegations. 

In February, our President announced the nationwide education programme AI Leap, giving students and teachers access to the latest AI technologies to support learning and equip our future talent with the skills needed for the future. Estonia, already known for strong PISA results, made another statement that resonated internationally, reinforcing our image as a forward-looking, tech-savvy nation that acts, not just talks. 

Emphasizing the importance of building trust and relying on our democratic values, along with our Nordic neighbours, was in clear focus. Estonia rose to second place in the Liberal Democracy Index and in the World Press Freedom Index. And on a very human note, Estonia was also chosen the friendliest country in Europe by readers of Condé Nast Traveler. People experience Estonia as a place where trust is real and that has global value. 

Our aim was to emphasize that a strong, consistent country image is a shared strategic priority that supports our security, competitiveness, and long-term economic success. We tried to make the most of every speaking opportunity, and it slowly started to pay off – more and more requests started popping up to share the data, explain the story, and help others use it. Delivering the brand Estonia story from students to diplomats and companies was our mission in Estonia and abroad. It also appeared that building internal confidence is often a bigger challenge than shining abroad, but it’s also where the real impact begins. 

Estonia is increasingly recognised as a global example of modern country branding, with our team invited to share Estonia’s best practices at leading place branding conferences around the world. We became the first country to bring home two City Nation Place Global Awards in the same year. It’s proof that being small is not a limitation. It’s an opportunity to act faster and do things differently. 

So, what’s next? The new websites are cooking. A major two-year research project with the University of Tartu has been confirmed, diving deeper into the impact of country image. Structural changes at Enterprise Estonia enable us strengthen focus and align Estonia’s global visibility more clearly. The future looks challenging but bright. 

Brand Estonia is built together. Thank you to everyone who has contributed by telling Estonia’s story, using the brand consistently, sharing insights, and putting Estonia on the map through your everyday work. Your role matters. Together, we are making Estonia bigger and stronger. 

Foreword

2025

The more the world recognizes Estonia’s strengths, the stronger our reputation becomes. We track global perceptions annually through internationally respected studies such as the **Global Soft Power Index** and the **Nation Brands Index**. 

## Estonia’s global soft power declines YoY

Estonia continues to punch above its weight in the Global Soft Power Index, earning a 65th place ranking in 2025. Estonia’s overall soft power score and ranking declined this year as the impact of our strong response to Russia’s invasion of Ukraine continues to fade. Several heavily weighted markets also rated Estonia lower contributing to the downward shift. 

## Familiarity with Estonia remains low

Even so, Estonia remains competitive among smaller European nations such as Slovenia, Georgia, Slovakia, Cyprus, Malta, Bulgaria, and Serbia. An improvement of just 1.0 point would place us ahead of most of these peers and closer to Slovenia. 

Estonia is still the highest-ranked Baltic state: Lithuania trails by nearly one point and Latvia by nearly two. However, our reputation remains far behind the Nordics, who have invested in soft power for decades.  

The strong perception boost recorded in 2023 was driven by global recognition of Estonia’s leadership and clarity during the early phase of the Ukraine war. Both the 2024 and 2025 studies show a stagnation or slow erosion, mirroring trends in other countries like Poland that also benefited initially from the “halo effect.” This reinforces the need to intensify long-term nation branding efforts to protect gains, prevent further decline, and build on our inherent strengths.

## Trust, governance and business drive Estonia’s reputation 

Estonia is known for its **ease of doing business**, **political stability**, and **strong and transparent governance**. To strengthen our image as a business hub, we need to highlight our economic credentials and increase international visibility for Estonian products, services, and companies. We outperform Lithuania slightly in these areas but still lag behind leading regional competitors.

**Tourism** is also a growing soft power asset, but Estonia faces stiff competition and struggles to stand out. Low familiarity plays a major role here. Emphasizing **sustainability**, **safety**, and **unique cultural experiences** can help differentiate Estonia.

Globally, **Estonia is seen as trustworthy** and **helpful to other countries**. However, we lack recognition in leadership visibility, diplomatic influence, and international relations. Strengthening our role in global dialogue and continuing to take principled, visible positions internationally will support long-term gains. 

Estonia retains **strong associations with education**, **technology**, and **innovation**. Leaning more heavily into these themes offers an important opportunity to strengthen our reputation. 

## Leading with trust, innovation and sustainability

Sustainable future, education & science, and governance are more strongly associated with Estonia, while culture and heritage are less so.

## Valued tech brand in the world

Estonia's name carries a lot of weight and our brand is valued. Our brand, despite having just 1.3 million people, ranks in the same league as some of the biggest tech brands in the world. It isn’t because we have a massive ad budget or flashy marketing campaigns. It’s because from our tiny size, we’ve built something people notice, trust, and genuinely respect. In short: we punch way above our weight. Not by shouting louder, but by delivering consistently. And that matters. Because trust isn’t just a feel‑good metric, it’s what opens doors, for partnerships, investment, and scaling companies like yourself.

### Business-friendly environment and sustainable innovation

Easy to do business remains significantly more important for Estonia than other nation brands, highlighting our pro-business environment and digital-first governance. Perceptions of political stability and future potential also give Estonia a premium.  

Green energy and technology investment is also a key strength for Estonia compared to other nation brands, underscoring the country’s leadership and ongoing commitment to innovation in this space. General tech and innovation imparts extra points to Estonia too.  

### Reliable international partner 

Helpful to countries in need and trustworthiness continue to have a higher importance and this is most likely related to Estonia’s involvement and stance in the Russia-Ukraine war. 

Internationally admired government leaders is also key in driving reputation for Estonia. While they may not be universally known, they are admired among those in the know, boosting Estonia’s Reputationr 

### Friendly people 

Being perceived as friendly matters more for Estonia than for many other countries. This creates an opportunity: our people can act as ambassadors for Estonia, deepening understanding and strengthening our image. 

## From invisibility to recognition

In 1999, one of the first international reputation studies by Nielsen showed that many respondents associated Estonia with “nothing” at all. For a newly independent country, this reflected not negativity, but near invisibility. Twenty-five years later, the picture is fundamentally different. Today, Estonia is recognised globally for its digital governance, business-friendly environment, education system and innovation capacity. This shift did not happen overnight, nor through advertising alone. It is the result of long-term, consistent choices: building systems that work, acting predictably and transparently, and showing up internationally with substance. The contrast between these two moments highlights how far Estonia’s global image has evolved—and why reputation-building remains a strategic asset that must be actively maintained.

## Learnings from this year’s results 

### The momentum for reputation growth is slowing 

The halo effect from Estonia’s support for Ukraine is fading. This confirms the need for a coordinated, long-term nation branding strategy that is not just reactive visibility tied to geopolitical events. 

### Regional shifts to watch 

This year, Estonia saw declines in perceptions in Nigeria, Pakistan, and on the contrary a very positive momentum in India and China. 

Estonia has strong reputation and influence in Europe and Oceania, and a momentum in Latam, especially in Brazil. Weak performance and declining reputation in North America remains a strategic risk that requires priority attention. 

### Shifts in global driver importance

Sustainability and Governance - where Estonia does well - decline as people focus on more immediate needs and/or turn towards populist ideologies. 

Tourism and People & Values grow in importance as travel industry expands - currently Estonia’s weaknesses.

Influential media on the up as modern media become tools of soft power in their own right - opportunity for Estonia with a digital-first image 

### Low Familiarity globally undermines Estonia’s security

Strong results for Reputation and Influence in Europe, but also in Oceania, pointing to potential in this region. Difficult to prioritise all regions, but weak results in North America need urgent addressing – leverage geopolitics to build salience

### Stay the course on promoting key strengths in tech and innovation as well as sustainability and governance

While the latter two are losing importance relative to other drivers, they remain key to building reputation. All also help build a more robust image of Estonia’s economy as not only developing, but developed - more premium like in the other Nordic countries. Plus, Estonia receives a perceptions premium from respondents that recognise its achievements in these spaces, especially tech and innovation.

### Build up and scale offering in tourism and culture

Importance of tourism and people perceptions is on the up while Estonia lags behind competitors in these fields. However, those that experience Estonia through tourism and culture have a more positive view of the nation brand.

Estonia's global image in 2025

In 2025, a few key moments had an outsized impact on Estonia’s international visibility. The launch of the AI Leap highlighted Estonia’s continued leadership in digital innovation, the Song and Dance Celebration showed the strength and continuity of our cultural identity, and iShowSpeed’s livestream from Estonia brought unexpected global attention through new media channels.

:::row
## Launch of AI Leap
[AI Leap website](https://tihupe.ee)
:::

In February 2025, President Alar Karis announced AI Leap, making Estonia the first country to bring AI tools to every school. Students and teachers gained access to new learning opportunities in collaboration with OpenAI and Google. The initiative drew strong international interest and placed Estonia’s education system back in the global spotlight. 

Impact: The Financial Times, Forbes, The Guardian and TES Magazine covered AI Leap, strengthening Estonia’s reputation as a forward-looking education and technology leader.



:::row
## Song and Dance Celebration 2025
[Read more](https://brand.estonia.ee/laulu-ja-tantsupidu-toi-maailma-pilgud-eestile)
:::

The 2025 Song and Dance Celebration “ISEOMA” gained more international attention than in previous years. More than 70 foreign journalists and influencers attended, and stories about the celebration appeared in hundreds of publications worldwide, reaching around seven million people. 

Impact: Coverage across the US, Europe and Asia made it Estonia’s strongest cultural visibility moment of the year and increased global interest in our UNESCO-listed heritage. 

:::row
## iShowSpeed’s live stream from Estonia 
[Watch the stream](https://www.youtube.com/watch?v=38qoEClIc5Q)
:::

In July 2025, iShowSpeed introduced Estonia to millions of young viewers through an eight-hour livestream from Tallinn. Nearly eight million people have watched the stream, with almost two million viewing the Estonia segment live. His visit created one of the year’s strongest visibility spikes for Estonia. 

## Estonia requested NATO Article 4 discussions

The North Atlantic Council met at the request of Estonia, under Article 4 of the Washington Treaty, to consult and strongly condemn Russia's dangerous violation of Estonian airspace on 19 September 2025. Three armed Russian MiG-31 aircraft violated Estonian airspace for over ten minutes. NATO's response was quick and decisive. Allied aircraft were scrambled to intercept and escort them from Estonian airspace. The Council decided: "Russia should be in no doubt: NATO and Allies will employ, in accordance with international law, all necessary military and non-military tools to defend ourselves and deter all threats from all directions. We will continue to respond in the manner, timing, and domain of our choosing. Our commitment to Article 5 is ironclad." Article 4 has been triggered seven other times since NATO was formed in 1949. 

It became Estonia’s most widely covered international news event of the year.

:::row
## Tommy Cash "Espresso Macchiato"
[Watch video](https://www.youtube.com/watch?v=9b9Z5HSCXOI)
:::

Tommy Cash didn't win the Eurovision Song Contest, he came third with just one point behind the second-placer. But Tommy won the hearts of the people worldwide. You can hear his  "Espresso Macchiato" in random places all over the world and see people singing along, regardless of their age or nationality. His song has been covered by all kinds of musical collectives, from symphony orchestras and choirs to TikTok influencers. "My purpose as an artist is to show people, 100 percent, that a person from Estonia can do anything," Tommy Cash says. "We can impact the world and bring something original to the stage."
[BBC article](https://www.bbc.com/culture/article/20250508-eurovision-2025-the-provocative-estonian-pop-song-that-has-outraged-some-italian)

Events that shaped 2025

This year, we worked to ensure that nation branding remained a central topic in conversations about Estonia’s future. By contributing to events and conferences in Estonia and abroad, engaging with media, and taking an active role in key public and private sector networks, we helped raise awareness of why Estonia’s reputation matters.  

Our aim was to emphasize that a strong, consistent country image is a shared strategic priority, the one that supports our security, competitiveness and long-term economic success. 

## MATKA 2025 tourism fair, Helsinki 

:::credits
- Speaker: Carl-Ruuben Soolep
:::

How do Finns perceive Estonia – an overview of the county's image, both for tourism professionals and the Finnish media. 

## sTARTUp Day 2025, Tartu 

:::credits
- Speaker: Kata Varblane
:::

How to talk about Estonia: a fresh perspective on our national brand for the tech community and entrepreneurs at the most startup-minded business festival in Estonia.

## Global Soft Power Summit 2025, London 

:::credits
- Speakers: Carl-Ruuben Soolep, Kata Varblane
:::

Leveraging image surveys and AI for tailored strategy and messaging – Estonian case study at Brand Finance’s annual Global Soft Power Summit.

## Veriff Global Summer Week 2025, Tallinn 

:::credits
- Speaker: Carl-Ruuben Soolep
:::

Presentation about Estonia and our digital success story for Veriff's global team.

## MELT Innovation Forum, Tallinn

:::credits
- Speaker: Kata Varblane
:::

Presentation about Brand Estonia and how Estonian companies can stand out in international markets through strong branding and authentic storytelling, focusing on value, trust and long-term competitiveness rather than price alone.

## Brand Ukraine International Conference 2025, Kyiv 

:::credits
- Speaker: Kata Varblane
:::

Country Brand as a Shield: Values Guarding National Security – sharing Estonian experiences with Ukraine.


## Briefs for diplomats and brand envoys, Tallinn, Stockholm, Copenhagen

:::credits
- Speakers: Kata Varblane, Carl-Ruuben Soolep, e-Estonia Briefing Centre
:::

Sharing Estonian story, country image, and tools with Estonian diplomats, honorary consuls, and other government officials.

## Strategic Communication Seminar of the Government Office of Estonia, Tallinn 

:::credits
- Speaker: Kata Varblane
:::

From investment certainty to self-confidence - sharing insights from Estonian global image to investment attraction at the annual strategic communication conference of the Government Office "Building self-confidence". 

## City Nation Place Global 2025 conference, London 

:::credits
- Speakers: Kata Varblane, Stina Vürmer, Carl-Ruuben Soolep
:::

Evolving the place brand to keep it relevant – Estonian case study for the place brand managers from around the world.  

## Keeping brand on the agenda

### Eesti riigi turundaja Kata Varblane: Eestist on heal arvamusel pigem jõukamad inimesed

:::credits
- Interview with Kata Varblane, Director of Country Promotion, Enterprise Estonia
- Publication: Ärileht
:::

Kata Varblane gave an interview to Ärileht on the strategic importance of strong country branding. “When we have a good image, people look our way.”

[Read the interview](https://arileht.delfi.ee/artikkel/120362444/intervjuu-eesti-riigi-turundaja-kata-varblane-eestist-on-heal-arvamusel-pigem-joukamad-inimesed)

### Estonia’s secret to nation branding success

:::credits
- Interview with Kata Varblane, Director of Country Promotion, Enterprise Estonia
- Publication: City Nation Place
:::

For a country of less than 1.5 million, Estonia punches well above its weight with its nation branding initiatives. From developing innovative data tools that are widely adopted to finding fresh new angles to share their place narrative, Enterprise Estonia blew away the CNP Awards jury this year with their creative approach. City Nation Place caught up with Kata Varblane, Estonia’s Director of Country Promotion, to understand what underpins Estonia’s winning formula, and what advice she has for other nation brand leaders.

[Read the interview](https://www.citynationplace.com/estonias-secret-to-nation-branding-success)

[Kuidas Eesti riigi bränd majandus ja julgeolekut edendada aitab](https://www.bestmarketing.ee/uudised/2025/01/16/kuidas-eesti-riigi-brand-majandust-ja-julgeolekut-edendada-aitab) 
Bestmarketing, January 2025

[Eesti brändi edendaja: Eestit fännavad jõukad India naised ja meil pole aimugi, miks](https://www.aripaev.ee/saated/2025/01/07/eesti-brandi-edendaja-eestit-fannavad-joukad-india-naised-ja-meil-pole-aimugi-miks) 
Äripäeva raadio, January 2025 

[Eesti riigi bränd maksab 47 miljardit eurot](https://ekspress.delfi.ee/artikkel/120348120/eesti-riigi-brand-maksab-47-miljardit-eurot) 
Eesti Ekspress, January 2025

[Rahvusvaheline uuring: Eesti mainet on enim kasvatanud Eesti väärtuspõhine välissuhtlus](https://turundajateliit.ee/rahvusvaheline-uuring-eesti-maine/) 
Turundajate Liit, February 2025

[Eesti positsioon rahvusvahelises indeksis kukkus korralikult](https://majandus.postimees.ee/8196124/valus-look-eesti-positsioon-rahvusvahelises-indeksis-kukkus-korralikult) 
Postimees, February 2025

[Kata Varblane. Eesti ettevõtete võimalused uusi turge vallutada ja vanasid tagasi võita](https://kuku.pleier.ee/podcast/sihik/200297) Kuku raadio, March 2025

[Estonia: A Makers’ Nation with a Sustainable Soul. A Nordic Outlier in a Rapidly Changing World](https://publuu.com/flip-book/834616/1835056/page/1?cover) 
Forum Views - Monthly Capital Markets and Lifestyle Magazine, April 2025

[Uus Eestit tutvustav video näitab, et meie tavaline ongi eriline](https://turundajateliit.ee/vaata-uus-eestit-tutvustav-video/) 
Turundajate Liit, August 2025

[Kata Varblane on Leading Estonia’s Evolving Nation Brand Strategy](https://placebrandobserver.com/kata-varblane-interview/) 
Place Brand Observer, August 2025

[Eesti naasis City Nation Place Awardsilt kahe võiduga](https://turundajateliit.ee/eesti-naasis-city-nation-place-awardsilt-kahe-voiduga/) 
Turundajate Liit, November 2025

[Estonia’s secret to nation branding success](https://www.citynationplace.com/estonias-secret-to-nation-branding-success) 
City Nation Place, December 2025

Sharing Estonia's story

The Brand Estonia toolbox includes hundreds of new photos and videos from 2025. Search has been improved with AI tagging to make finding the right assets faster and easier. We are planning major improvements to the toolbox in 2026. 

## New brand video "Experience the new normal"

:::credits
- Creative Agency: Optimist Creative
- Creative Director: Anoorupa Bose
- Production Company: Get Shot Films
- Director: Janar Aronija
- Producer: Maiken Palm
- Artist: YASMYN
- Label / Management: Maison Beast Entertainment
 :::

This year, we released a new Brand Estonia video that introduces Estonia as we experience it ourselves: digital, safe, smart and full of future potential. The video brings together the everyday qualities we call “normal” in Estonia, yet which visitors often view with surprise and admiration.

Created by Optimist Creative and narrated by musician Yasmin, the video is available for download at [toolbox.estonia.ee](https://toolbox.estonia.ee/asset-page/771817-brand-estonia-video)

The video is localised and translated into German, Danish, French and Korean languages.


## New video and photo series "Rooted in Estonia"

Brand Estonia released a new series of photographs and short videos named "Rooted in Estonia" showcasing Estonians whose achievements have significantly strengthened Estonia’s visibility and reputation worldwide. 

The series features Bolt founder **Markus Villig**, Starship founder **Ahti Heinla**, Racer Worldwide founder **Mihhail Zigadlo**, athlete **Kelly Sildaru**, scientist **Lili Milani**, musicians **Katariina Kivi** and **Ann-Lisett Rebane** of Duo Ruut, e-Residency founder **Taavi Kotka**, and sculptor **Edith Karlson**. 

The creative concept was developed by AD Angels, with photography by **Krõõt Tarkmeel** and videography by **Kristjan Taal**. 

This is the largest photo project in the history of the Estonia brand, and all materials are freely available for anyone promoting Estonia at toolbox.estonia.ee.

:::row
## Ahti Heinla, entrepreneur
[Read more](https://estonia.ee/ahti-heinla-estonian-innovator/)
:::

Ahti Heinla is one of Estonia’s most visionary minds – the co-founder of Starship Technologies and formerly the Chief Technical Architect of Skype. His impact on global communication and autonomous technology is immense, yet his story is deeply rooted in Estonia’s culture of curiosity, experimentation, and civic spirit.


:::row
## Ann-Lisett Rebane & Katariina Kivi, Duo Ruut
[Read more](https://estonia.ee/duo-ruut-modern-voices-of-estonian-folk/)
:::

Duo Ruut is the meeting point of two creative minds – Ann-Lisett Rebane and Katariina Kivi – who have turned a single Estonian kannel into a world-traveling conversation between voice, strings, and tradition.


:::row
## Edith Karlson, sculptor
[Read more](https://estonia.ee/edith-karlson-estonian-sculptor/)
:::

Estonian sculptor Edith Karlson is one of the country’s most compelling contemporary artists. Her sculptural installations blur the line between the mythical and the deeply personal, offering physical forms to feelings we struggle to name – longing, loss, identity, transformation.


:::row
## Kelly Sildaru, athlete
[Read more](https://estonia.ee/kelly-sildaru-estonias-freestyle-skiing-star/)
:::

Kelly Sildaru is Estonia’s most celebrated freestyle skier, a world-class athlete whose career has been defined by style, consistency, and the courage to keep pushing forward no matter the setbacks.

:::row
## Lili Milani, scientist
[Read more](https://estonia.ee/lili-milani-estonias-leader-in-genetic-research/)
:::

Lili Milani is a scientist whose work connects Estonia’s genetic research with everyday healthcare. As Head of the Estonian Biobank and Professor of Pharmacogenomics at the University of Tartu, she leads projects that bring precision medicine closer to reality.



:::row
## Markus Villig, entrepreneur
[Read more](https://estonia.ee/markus-villig-bolt-founder)
:::

Markus Villig: the young Estonian entrepreneur behind Bolt’s global mobility revolution. At 19, Markus Villig launched Bolt (then Taxify) with a €5,000 loan from his family, turning it into one of the world’s leading mobility platforms. 

:::row
## Mihhail Zigadlo, entrepreneur
[Read more](https://estonia.ee/mihhail-zigadlo-racer-worldwide/)
:::

Mihhail Zigadlo is the founder and creative force behind Racer Worldwide, an Estonian streetwear brand that fuses nostalgic storytelling with bold, boundary-pushing design. Launched in 2017 when he was just 16, Racer began as a school project – not with a plan, but with a drive to create something cool with friends. What started as a few film-camera photos on Instagram evolved organically into a globally recognised brand shaped by curiosity, experimentation, and collective energy.

:::row
## Taavi Kotka, founder of e-Residency 
[Read more](https://estonia.ee/taavi-kotka-estonias-digital-governance-pioneer/)
:::

Taavi Kotka has spent his career turning ambitious ideas into the foundations of a digital nation. As Estonia’s first Chief Information Officer, he led the country’s e-governance strategy and helped make Estonia a global model for how technology can transform public life.


## A more readable Aino headline font

:::credits
- Designer: Anton Koovit
:::

This year we also updated the Aino headline font to improve readability across different formats and languages. The slightly heavier cut makes the font clearer on screens, in print and better visible at distance, while keeping the character and recognisability of the original Aino design. 

[Download the new font](https://toolbox.estonia.ee/asset-page/252114-aino-typeface)

New brand assets

In 2025, a number of campaigns and initiatives helped carry Estonia’s story to new audiences and show who we are a little more clearly. These moments highlighted the things Estonia does well — from digital services and education to culture, food and innovation — and reflected the principles that guide us. 

For Estonia, every chance to share our story matters. Each campaign, initiative and event raised awareness and supported the everyday work of our diplomats, founders, creators and partners. Together, these efforts helped keep Estonia visible, understandable and trusted in a world that continues to change quickly. 


:::row
## “100% digital, 0% bureaucrazy” campaign
[Read more](https://e-estonia.com/bureaucrazy/)
:::


:::credits
- Creative: KAGU the Agency
- Lead: e-Estonia Briefing Center
:::

At the end of 2024, Estonia became the first country in the world to offer all government services online. With a minimal media budget, e-Estonia Briefing Center turned this achievement into a clear and memorable global story about simple, modern governance. The campaign brought a lot of attention to Estonia through international PR push supported by an interactive test inviting people to compare their own country’s bureaucracy with Estonia’s.

Impact: A €7,000 spend turned into €13.4 million in earned media, reaching 2.26 billion people in 35 countries. Nearly 1,000 stories covered the campaign, delivering a 2.6 million percent ROI. Total budget under €30,000.

## New ID & e-Residency card designs

Late 2025, the Estonian Police and Border Guard Board introduced a new design for ID cards, residence permit cards, e-resident digital IDs and diplomatic identity cards. The design drew inspiration from Estonia’s nature and incorporated elements of Brand Estonia design system. While the previous passport redesign focused on animals, the new cards highlighted birds and insects. Developed in collaboration with Brand Estonia team, the cards featured swallows, bees, shimmering water and cattails. The field motif on the back was composed of small icons such as a hare, tractor, grain and bee, and the design is complemented by beautiful Estonian phrases like “vesi sillerdas hilisõhtuses päikesekumas", "taevas sõudsid hõbehallid udupehmed pilvepallid", "mesimumm lendas sumisedes ringi”. The diplomatic ID card featured the majestic Ural owl, and the e-resident digital ID showcased Estonia’s national bird, the barn swallow.

:::row
## Estonian food & beverage campaign in India
[Website](https://tradewithestonia.com/food-and-beverages-india/)
:::

:::credits
- Creative: Optimist Creative
- Lead: Trade Estonia
:::

In 2025, Trade Estonia ran a targeted campaign in India to raise awareness of our food and beverage sector in a large and fast-growing market. The goal was to present Estonia as a reliable source of clean, high-quality products and to open new opportunities for exporters. The campaign used locally relevant storytelling to explain Estonia’s strengths in a way that made sense for Indian consumers.

Impact: The digital rollout delivered strong results: more than 10.5 million impressions and over 70,000 clicks in few weeks in key regions such as Delhi and Mumbai.

:::row
## Opening of Estonian Business Hubs
[Read more](http://VM.ee/ebh)
:::

:::credits
- Lead: Ministry of Foreign Affairs of Estonia
:::

In 2024 and 2025, the Ministry of Foreign Affairs expanded Estonia’s global business diplomacy by opening new business hubs at embassies in key markets. These hubs provide Estonian companies with a trusted, state-backed environment for meeting partners, showcasing their solutions and entering new markets. To support their work, Brand Estonia has created tailored marketing materials that help the hubs present Estonia’s success stories and highlight our smart, forward-looking solutions to international audiences.

:::row
## “Hooked on Tallinn” festival in Stockholm
[Website](https://visitestonia.com/en/hookedontallinn)
:::

:::credits
- Lead: Visit Estonia
:::

In May 2025, Tallinn brought a taste of modern Estonian culture to Stockholm’s Södermalm. The festival showcased sustainable food, live music, design, crafts and sauna culture, giving visitors a fresh look at Tallinn’s creative energy. The event welcomed more than 2,500 people and strengthened Estonia’s visibility in Sweden. 

Impact: 1.2M media reach, 3.2M impressions and 16,600 social media engagements. 


:::row
## Life in Estonia magazine
[Read online](https://investinestonia.com/business-in-estonia/coming-and-living/life-in-estonia)
:::

:::credits
- Editor: Reet Grosberg
- Designer: Atko Janusson
- Cover: Eiko Ojala
- Lead: Carl-Ruuben Soolep, Brand Estonia
:::

Life in Estonia magazine continued to share Estonia’s story with global readers. The 2025 issue was published both digitally and in print, with 4,000 copies delivered to embassies around the world in collaboration with the Ministry of Foreign Affairs of Estonia. The magazine supports tourism, e-Residency, trade, investment and Estonia’s cultural and educational outreach. This year’s edition focused on defence and security innovation.

## Estonia’s flagship tech conference Latitude59 

:::credits
- Creative: Milestone / Radiustech
- Lead: Invest Estonia, Brand Estonia, Startup Estonia
:::

Latitude59 took place in May 2025 in Tallinn, bringing together more than 3,500 participants from over 70 countries. Estonia introduced a full LED sustainable country stand showcasing tech success stories, brand messages and Estonia’s sub-brands. The conference highlighted defence and deep-tech innovations and strengthened Estonia’s position as a place where new ideas work in practice.

:::row
## Setting a Guinness World Record in sauna bathing
[Website](https://puhkaeestis.ee/et/turismiprofessionaalile/eesti-ja-soome-puuavad-esmakordselt-koos-guinnessi-maailmarekordit-saunatamises)
:::

:::credits
- Lead: Visit Estonia
:::

Estonia and Finland joined forces in 2025 to celebrate sauna culture with a Guinness World Record attempt: “Most photos of people in a sauna uploaded to Facebook in one hour.” The idea was simple: a way to show the deeper meaning of sauna in our wellbeing tradition and stand out in the fast-growing wellness tourism market. The activation inspired people from 47 countries to participate, generated more than 4,500 posts and 24,000 reactions, and resulted in over 100 news stories worldwide. It strengthened Estonia’s visibility as a welcoming wellness destination and opened new opportunities for tourism businesses.

## Brand Estonia at Carnegie Hall, New York

We created a branded backdrop based on Estonia’s visual identity for the reception hosted by the Estonian Embassy in New York at Carnegie Hall ahead of Arvo Pärt’s 90th anniversary concert.

Best use cases of 2025

## Renewing the design system

This year, we began a comprehensive upgrade of the Estonia brand design system. Our principles and core messages have evolved and our visual identity must evolve with them. 

The original Brand Estonia design system and toolbox that was launched in 2017 is lagging behind the needs of today’s marketing and communication needs, where digital formats, flexibility and clarity are essential. Over time, the system has grown more complex: from multiple sub-brands and outdated design guidelines have made it increasingly difficult to maintain coherence and quality. At the same time, designers, photographers and creators have lacked a clear, shared definition of the feeling and expression the Estonia brand should convey. 

The renewal work we are launching early 2026 solves these challenges by strengthening brand architecture, aligning the visual system with our updated values, and creating inspiring, modern examples that help everyone tell Estonia’s story with confidence and consistency.

We would like to thank our main partners NOPE and BOND agencies in making Brand Estonia design system and our new websites look sharp, future-ready and unmistakably Estonia.

## New websites estonia.ee and brand.estonia.ee

:::credits
- Agency: NOPE Creative
- Designers: Janeli Kuusemets, Liisa-Maria Marrandi, Alina Trussova (Brand Estonia)
- Strategist: Nele Erikson
:::

We are launching two new websites in early 2026 to make storytelling about Estonia more intuitive and aligned with our renewed brand. The new estonia.ee will serve as the country’s official gateway for global audiences, while the updated Brand Estonia website will provide clearer tools and guidance for everyone who presents Estonia abroad.

## New look & feel for Brand Estonia

:::credits
- Agency: BOND
- Designers: Taavet Kohal, Kirill Ratman, Mathias Väärsi, Moonika Maidre (Brand Estonia)
- Strategist: Alari Orav
:::

## Updated color palette

The Estonian blue is now slightly finetuned - softer for eyes and better for printing. 
All six themes have been reviewed and packaged as separate mini-palettes. The updated Brand Estonia color palette improves the overall design system user experience and enables clear topic differentiation across all media.


## Boulders: rooted, but shaped by change

Boulders will remain as the core elements of the renewed brand. We have created an additional set of boulder shapes inspired by the more distinctive and charismatic Estonian boulders. Currently, the boulders were relatively similar in shape, we expanded the collection with more varied and characterful forms.

Additionally, the boulders can be blurred. For creating the blur, a 0%-50%-100% formula can be applied: the boulder in focus remains sharp, while those closest and furthest are blurred. This approach mimics how focus works in real life. There are multiple compositional ways to use the boulders in layouts.

## Illustrations: Backbone meets heart

The illustration style begins with the visual language of the boulders – an all-new twist and a fresh point of departure. From these elemental forms, we take the confidence of solid shapes, colour fills, and presence. At the same time, we integrate the familiar line style – now reinvented through dashed strokes.

This new line work carries the same clarity and structure as the logo, typography, and icons, ensuring continuity with the identity’s backbone.

## A detailed analysis of the formation of the country's reputation: opportunities for strengthening Estonia's reputation

In 2026, a major research project by the **University of Tartu** will be launched to explore Estonia’s possible strategies for strengthening its national reputation. Grounded in the understanding that a country’s image is perceived differently across target groups, the two-year study will analyse the key factors shaping Estonia’s reputation and develop tailored recommendations for tourists, consumers, entrepreneurs and investors, as well as talent seeking work and residence. 

Using international data — with the **Anholt Nation Brands Index** as a central source — and applying advanced analytical methods, the project will identify global patterns and translate them into strategic insights for Estonia. The outcomes will provide a data-driven basis for future positioning, segmentation, and communication choices aimed at enhancing Estonia’s reputation.

Sneak peek into 2026

Estonia continues to stand out as a role model in the world of nation branding. Countries increasingly turn to us to learn how a small team, working smartly and creatively, can achieve such strong global impact.

For us, recognition like this really matters. Estonia has always had to “punch above its weight”, and we embrace that. International awards aren’t just a trophy on the shelf, they give us visibility we couldn’t buy, open doors for new conversations, and create that invaluable “free PR” that helps our message travel further and faster. 

It’s also a wonderful affirmation. It tells our team, and our wider community, that the care, creativity and strategic effort we put into building and sharing the Estonia brand is being noticed. That’s incredibly motivating, and it makes us even more determined to keep raising the bar.

## Best use of data in country branding

:::credits
- Team: Brand Estonia
- Competition: City Nation Place Global 2025
- Award: 1st place
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## Best Communication Strategy - Estonia is now 0% bureaucrazy!

:::credits
- Team: e-Estonia Briefing Center
- Competition: City Nation Place Global 2025
- Award: 1st place
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## Client of the Year 2025 - Enterprise Estonia

:::credits
- Team: Enterprise Estonia
- Competition: Kuldmuna 2025 / Golden Egg 2025
- Award: 1st place / Gold Egg 2025
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## Digital Marketing Campaign - German Icons

:::credits
- Team: Trade Estonia
- Agency: Optimist Creative
- Competition: Kuldmuna 2025 / Golden Egg 2025
- Award: 1st place / Gold Egg 2025
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## Integrated Communication Campaign – Setting a Guinness World Record in sauna bathing

:::credits
- Team: Visit Estonia
- Agency: Miltton New Nordics
- Competition: Kuldmuna 2025 / Golden Egg 2025
- Award: 1st place / Gold Egg 2025
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## International Communication Event – Tourism Conference 25 “PÄRI”

:::credits
- Team: Visit Estonia
- Agency: Jolos
- Competition: Kuldmuna 2025 / Golden Egg 2025
- Award: 1st place / Gold Egg 2025
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## Event Marketing / Promotion – Visit Estonia Barge Ramp Jam

:::credits
- Team: Visit Estonia
- Simple Session (Elamussport)
- Competition: Kuldmuna 2025 / Golden Egg 2025
- Award: 1st place / Gold Egg 2025
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## Public Sector Communication – Estonia is now 0% bureaucrazy!

:::credits
- Team: e-Estonia Briefing Center 
- Agency: KAGU_the_agency
- Competition: Kuldmuna 2025 / Golden Egg 2025
- Award: 2nd place / Silver Egg 2025
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## Influencer Marketing – A Million Won Question

:::credits
- Team: Trade Estonia
- Agency: Optimist Creative
- Competition: Kuldmuna 2025 / Golden Egg 2025
- Award: 2nd place / Silver Egg 2025
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## Online Commercial Film – Renewed Estonia

:::credits
- Team: Visit Estonia
- Agency: Age Creative
- Competition: Kuldmuna 2025 / Golden Egg 2025
- Award: 2nd place / Silver Egg 2025
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## Website – Visit Estonia

:::credits
- Team: Visit Estonia
- Agency: Trinidad Wiseman
- Competition: Kuldmuna 2025 / Golden Egg 2025
- Award: 3rd place / Bronze Egg 2025
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### Collaboration with the Ministry of Foreign Affairs and NextGenerationEU 
Thanks to the Ministry of Foreign Affairs and the NextGenerationEU project, we have jointly executed Estonia's brand strategy, from tailored messaging to the smart use of data and delivering tools for our brand ambassadors worldwide. 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!
