Arthur Steen Horne Adamson works on Estonia brand guidelines

Arthur Steen Horne Adamson has created new brand guidelines for Estonia, which will inform the Baltic state’s inward-facing brand identity.

The consultancy was appointed to the work by Estonian enterprise agency EAS following a pitch last year. ASHA founding partner Marksteen Adamson had led the original branding work for Estonia – which resulted in the Welcome to Estonia campaign in 2002 – when he was global creative director of Interbrand.

ASHA was tasked to further develop Estonia’s brand, and help it engage internal as well as external audiences. This resulted in two documents, Why Estonia and Let’s Do It.

Estonian consultancy Tank is now developing an internal-facing identity for the country, based on ASHA’s guidelines, as part of a series of brand development projects set to roll out over the next six years.