Interview with Natasha Grand from Instid
Erik Tregaard
Managing Director, Morgan Stanley
We caught up with Natasha Grand, Director at INSTID (Institute for Identity) to discuss how place branding strategies have evolved over recent years.
CNP: Whilst place branding has, mostly, moved on from the logo and slogan approach, the design identity to support your strategy is still so important. What do you believe a great place identity should deliver for a city, nation or region?
NI: We design and help deliver the experience of a person in a given place. For graphics, this means a whole dedicated visual style, with around 10 different elements that can be used separately or mixed and matched to create a feel for the place, even in the absence of a logo. But place identity design goes much beyond the graphics into various types of visitor experience and all their senses: what should a local taxi, café, hotel, public transport look like? Sound? Smell? What language should people use there? What should the hosts’ manner be, apart from polite? The place identity must be imbued in as many interfaces and experiences as possible, defined in a set of clear standards for the hospitality sector. It is a fascinating and meticulous work that produces a very clear, consistent and memorable place identity.
CNP: How do you think an effective place branding strategy for a city, region or nation can contribute to that place’s economic resilience?
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