Logo
Creates recognition and a clear sender.
Having everything gathered in one place without external links was absolutely crucial for us. And the fact that it looks visually appealing and professional really made a difference.
What makes us choose a place? Sometimes it’s work. Sometimes it’s love. But often, it’s something harder to define. A feeling. Of connection, of possibility – or simply a quiet sense that this could be home.
More and more municipalities realise the importance of building a place brand that captures that feeling. A way to translate the soul and identity of a place into words, colours, images and expressions that people can rally around – and strengthen together to attract new residents, visitors and businesses.
THE CHALLENGE
Trelleborg had a vision – but no clear way to show it
But this was no small task. The aim was to bring together residents, businesses, community organisations, and the municipality’s wide range of services under a shared brand platform for the place itself. That meant listening, doing research and analysis to understand the current state – and then looking ahead together to define a direction: where are we going, and what’s our desired future?
The outcome? A place brand that’s owned collectively – one that works whether you’re with the local business office, running a hotel, building homes, or promoting the town to families or companies.
How the place branding journey began
Trelleborg took on the challenge in 2023, when the municipal executive board initiated the work with a clear mission: “It should be easy to speak well of Trelleborg.” With a compelling brand promise – “village spirit with city rhythm” – the team has now created a central digital platform where the brand can live and grow. Everything is built in Mediaflow’s Brand Portal.
At the centre of the process is Petra Strandberg, who’s been involved from the start – first as project manager for the strategic work, and now leading the implementation and launch of the place brand.
For municipalities, clarity is essential, Petra says. You’re competing for residents, talent, and investment. And at the same time, you need to unite the place’s diversity – its offerings and all its different stakeholders – behind one shared expression.
When the strategy was approved by the municipal council in April 2024, the work moved on to graphic design and an implementation plan – which included the need for a digital toolbox.
The tools they already had offered the right functionality – but lacked a unified solution. Materials were scattered, and downloadable content pointed to external platforms. It was hard to create a sense that everything belonged together. A user-friendly, flexible solution with a modern design, separate from the municipal website, quickly became a top priority.
Nu känns det som en enhet. En Brand Portal i Mediaflow innehåller alla delar du behöver. Det är som en enda verktygslåda utan en massa extra tillbehör. Den är otroligt lätt att jobba med, självinstruerande och tydlig för användarna. När alla inställningar av färger och typsnitt är färdiga är det bara att fylla på med texter och bilder.
THE SOLUTION
How Mediaflow changed the game
– I’ve worked with Mediaflow’s DAM system for many years in my role as head of communications and marketing at Visit Trelleborg, the municipality’s destination company. I especially love the GDPR feature with digital model release forms. Now that the Brand Portal is being launched, it’s a fantastic addition that creates a truly complete solution, says Petra.
The new portal brings everything together: graphic guidelines, logos, images, templates and resources – all in one place. This makes it easy for local businesses, associations, partners and agencies to access what they need to help build and strengthen a shared visual identity that can be reused and spread in many different contexts.
And the interest is already there. Local associations and businesses are ready to start using the material.
– It’s clear that this has been long awaited. Now we have a shared platform to build on, Petra says.
The building blocks of a place brand – and what they do
Together, these elements ensure that everyone who lives and works in Trelleborg can communicate the place consistently and professionally – no matter the channel or sender.
Colours
Convey emotion and create a cohesive visual expression.
Typography
Conveys personality and ensures readability.
Text
Carries the message and sets the tone for communication.
Media bank
Enhances the sense of place through visual content.
THIS IS THE MUNICIPALITY OF TRELLEBORG
Sweden’s southernmost point
Trelleborg is the southernmost municipality in Sweden, located in the heart of the fertile agricultural landscape of Skåne, with close proximity to both the sea and the continent. Just over 47,000 people live here, spread across 61 villages and 21 neighbourhoods – from rural countryside to urban centres.
The municipality is home to Scandinavia’s largest RoRo port and plays a key role in trade, transport, and tourism. While it may be best known for Smygehuk – the southernmost point in Sweden – that’s far from the only thing that puts Trelleborg on the map.
With its new place brand, the municipality wants to highlight both the small-scale charm and the bold ambition: a future where village spirit meets urban energy.
Var er själva. Överallt.
Dela er varumärkesidentitet digitalt med Brand Portal – ett hem för ditt varumärke där du enkelt bygger och anpassar sidor enligt er grafiska profil. Med Brand Portal slipper du utdaterade logotyper och föråldrade grafiska manualer. Se till att hela organisationen följer er visuella identitet och gör det enkelt för alla att hitta och använda rätt material.