Research & Diagnostic
In addition to an exhaustive online research, we conducted individual interviews with the Interact team, various online surveys, as well as a 2-day workshop (Brand Day) in Brussels with representatives of over 20 programmes from the hundred that conform the network.
The online surveys involved over a hundred programmes and thousands of projects across Europe. This allowed us to establish a qualitatively relevant basis for our considerations and conclusions in terms of brand health and brand reputation.
The study revealed a deep perception gap, dividing the brand’s stakeholders into two different “philosophies”. We also identified issues in the internal trickling down of the brand’s narrative, with a growing focus on administrative tasks causing failures to recognise and promote the bigger picture and overall meaning.
During the Brand Day in Brussels, we conducted an enriching workshop with many representatives of Interreg programmes from different parts of Europe. For one and a half day, we talked about the true meaning of interregional collaboration and everything that defined Interreg. We explored innovative strategies, trends and new opportunities and worked together to find a new common definition for what was once a fund of the EU but has now grown to be much more.
The brand strategy manual establishes all aspects of the brand that makes it unique and valuable: its essence, mission, vision, values, beliefs and reason-why.
While the Interreg Brand Strategy Manual retraces the key findings of the investigation and allows for a full practical understanding of the journey towards the definition of the new strategy, the Brand Narrative was created in order to inspire both internal and external audiences. It goes deeper into the origins of the brand, its history and reason-to-be, and focuses on uniting the Interreg communities by reminding them of the true mission and vision of the brand, bringing forward the emotional components that had been forgotten.
Brand Design Manual
Armed with the new strategy and narrative, we designed the new Interreg logo for the 2021-2027 funding period, with all its declensions for programme and projects logo. We applied the EU rules while looking for the most robust, harmonious and practical solutions for daily-life applications.
This Brand Book is the tangible result of estrategia process where every element was carefully thought through to help programmes, projects and partners apply the Interreg branding easily and efficiently. With a solution-oriented mindset, we focused on clear and precise yet flexible enough instructions.
This manual will be an essential tool to ensure the consistent and efficient application of the Interreg visual identity, a brand now strengthened through a strong essence and value proposition.
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