Victoria Kungens Kurva

Laying the foundations for long-term place branding to position Victoria as the dream location for the target group.

SERVICE

Place Branding – putting a new district on the map

CLIENCT

Fastighets AB Balder, KF Fastigheter AB

CHALLENGE

Next to Scandinavia’s largest shopping area, Kungens Kurva, Fastighets AB Balder and KF Fastigheter AB are building approximately 3,500 new homes, preschools, schools, commercial spaces, squares and areas for both playgrounds and spontaneous meetings. In the future, over 10,000 people will live and work in the area. The district’s name and brand must be prominent from the early stages, during the construction phase and in the future.

SOLUTION

We have created a new name for the district, a brand platform and a visual identity. Our work and strategy will lay the foundations for long-term place branding to position Victoria as the dream location for the target group and add the final piece to Kungens Kurva – housing. A website, film, social channels, newsletters and on-site communication are just some of our early initiatives.

Result

The name and place brand have been well received by the municipality and efforts to identify stakeholders and followers have got off to a great start. Our work and strategy will provide Balder and KF with a solid foundation for the next 10–15 years of development.