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Transform Awards 2011 - best rebrand of a region |
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Friday, 08 April 2011 13:44 |
Best rebrand of a region
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Gold
Trentino Marketing SpA |
=Silver
Glasgow Life
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Bronze
Invest in Cornwall |
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Trentino, in Northern Italy, possessed a regional identity and brand that suffered from vagueness over its exact purpose – what is a location’s brand actually for? And what is the best way to utilise it?
Minale Tattersfield was engaged by the region’s marketing authority, Trentino Marketing SpA, to revamp Trentino’s brand. Through diligent research, including one-on-one interviews with key stakeholders and workshops, a new brand was devised to encapsulate the emotional and functional messages about the region, based on four elements: diversity; harmony and vitality of landscape; people; and nature.
Trentino’s new mark retains the old brand’s typography but is refreshed by new colours, differing letter heights (mimicking the region’s mountainous landscape) and the restoration of a butterfly motif that echoes the shape of the area. The rebrand, extensively documented in a brand model rolled out across different media, has seen enthusiastic uptake across sectors and organisations that work in such diverse areas as local business and regional produce.
The new brand has also been crucial to Trentino’s bid for the 2017 Winter University Games – demonstrating the superb association with the region that the new identity has created.. |
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