How to create a meaningful place

Talking about places as 'brands' often feels artificial and dehumanising. Places are more than just physical spaces—they’re emotional and cultural entities shaped by the people who live and interact within them. Treating them like mere brands strips away their true essence.

Instead of crafting an identity for a destination from scratch, we think of it as ‘place shaping’. This involves uncovering and articulating a place’s existing cultural and emotional significance, then molding it into a coherent, meaningful narrative. The goal is to cultivate a sense of ownership and pride among the local residents of the place, rather than imposing a superficial identity on them that almost certainly won’t resonate.

Co-creation is key to ensuring that a place’s identity resonates with those who live and visit there. This means engaging people throughout the entire process, from research to final execution. By incorporating radical transparency and collaboration, you empower locals and create a more authentic and impactful identity.

The aim is to build a framework that supports and nurtures community connections and culture, creating lasting meaning that transcends transient campaigns. It’s about creating a robust structure that allows for organic growth and fosters a deep, enduring connection with place.

Read the full article here.