Entered by Enterprise Estonia, Brand Estonia

Since 2017, Estonia’s national story has centred on its leadership as a digital society. While this narrative has served them well, by 2024, they had to ask: does it still resonate globally; does it fully capture what makes Estonia unique?

With the changed geopolitical environment, they also needed messaging that builds trust and credibility for Estonia. A core challenge was localising messaging without losing consistency. The team needed a way to adapt Estonia’s story for different countries, sectors, and audiences without losing brand consistency or impact.