PLACE BRANDING: THE POTENTIAL OF PLACE

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This month at Unfound Studio we have been enjoying and dissecting good place branding.

After our summer breaks the team are back having discovered a broad spectrum of new places, from the curious sea-side towns of Wales, to the charm of the Californian coast line. These trips, combined with some work we are doing with one of our clients in Los Angeles, have left us fascinated by the potential of place.

Now we have always been big fans of place branding, but perhaps subconsciously. We love skipping from neighbourhood to neighbourhood across London, inspired by how each area carries its own allure, atmosphere and audience. We love discovering lesser-known towns outside of the city, where a good flat white and an artisan eatery can transform a small high street.

Capturing and communicating the essence these places is what place branding is all about, when done well, it fills locals with pride yet it draws tourist from afar.  

CASE STUDY 01

For example, last week I was in Belgravia, West London, where large bunting drapes above your head, filling the wide streets. Printed on each flag was the line ‘Belgravia is always a good idea’. This branding (by SomeOne design studio in 2021) captures the sense that there is always something happening in the luxury West London town, it celebrates the diversity of offering in the neighbourhood and establishes its own unique personality. Good place branding highlights the USPs already rooted in the location and reveals them to the world.

CASE STUDY 02

Another great case study worth noting is Porto, Portugal. Porto is one of my favourite cities to visit, it has everything in abundance; charm, opportunity, busy streets and restful coasts. Part of its magic is that it’s all experienced in quite a small footprint, perfectly placed on the side of a hill, along a river. This essence was captured by Studio Eduardo Aires, who branded porto to convey the sentiment that for each citizen, Porto is a different experience. This unique identity helps to articulate all that the city has to offer, drawing interest from people and business alike. It helps define the cities role in its immediate location then broadcasts that message further afield.

In a world more connected than ever, where movement of people and ideas is fluid and competition is high - place branding grows a greater importance. Unlike traditional branding, place is less about solving problems, as the essence of a place already exists, it lies in its location, its roots & its people. Instead, place branding is about unleashing potential - we just have to find it.

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We’d love to continue the conversation on places, if you look after a destination, or know someone who does, let’s chat about how your place might show up in the world.

Alternatively, we want to know your favourite places to hang out, where are the best place brands you’ve seen? Our Instagram DMs are always open!

Let’s chat.