Hanko is renewing its city brand to align with the updated city strategy, set to be completed in 2026, and the city's future goals. The aim is to create a unified, recognizable, and modern umbrella brand, under which tourism, culture, and city services will be clearly hierarchized. The current strong tourism brand will be retained and integrated into the overall entity, while administrative, resident, and stakeholder communications will be clarified.
Brand work is new in Hanko, so the process emphasizes open and understandable communication to various target groups. The City Board acts as the project's client, and a working group consisting of the city manager, tourism manager, and communications officer is responsible for the preparation. As the work progresses, political leadership and other key stakeholders will also be included.
The renewal will define Hanko's brand persona, tone of voice, key cornerstones, strategy-based differentiators, and a common slogan. Simultaneously, a brand hierarchy will be created, and the visual identity will be renewed: one common logo, typography, color palette, and graphic elements, as well as practical tools like presentation templates and social media materials. The goal is for the new brand to function in both the city's internal and external communications and to be integrated into existing online environments.
The brand partner was selected from among four advertising agencies. Bids were evaluated based on quality and team expertise, supplier experience, price, and references. The working group proposed, and the City Board selected, Dirty Agency Oy to implement the brand renewal.
