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WHAT
Since gaining independence in 1990, Lithuania has rapidly developed into one of Europe’s fastest-growing economies, emerging as a standout success in the region. As a committed member of NATO, the EU, the Eurozone, and the OECD, Lithuania is now positioned to elevate its role as a regional economic and diplomatic hub. With this momentum, the country recognized the need for a unified brand and visual identity to convey its evolving global relevance
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CHALLENGE
The challenge was to form a single, unifying narrative that would represent Lithuania abroad. This narrative needed to appeal to potential investors, businesses, international talent, partner countries, and their populations. It had to encompass key areas like the economy, culture, quality of life, and governance. Additionally, the country brand had to align with the communication goals of over 20 public sector institutions, government ministries, and embassies worldwide. All of this had to be accomplished within a local context that had seen multiple unsuccessful and controversial attempts to define the country’s brand over the last 30 years.
INSIGHT
After studying national brands worldwide, we found that most countries focus their efforts on convincing others of their superiority. But in a world facing shared social, economic, health, and sustainability challenges, cooperation—rather than competition—is the way forward.
Luckily, collaboration also happens to be the secret sauce of Lithuania’s success. From regaining independence through shared resistance movements like the Baltic Way, to becoming an active member of major international political organizations, Lithuania has always thrived on cooperation. This spirit of collaboration continues today, with a vibrant local tech ecosystem that invites talent from all corners of the world to tackle global challenges. Even one of the first mentions of Lithuania highlights this collaborative ethos—Grand Duke Gediminas inviting creators from all lands to settle in the country’s capital back in 1323.
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POSITIONING
In a world where many countries focus on ‘me, me, me,’ we positioned Lithuania as a nation that stands for ‘we.’ By emphasizing openness to co-creation, we connected Lithuania’s story through four key communication areas: solutions, life, culture, and governance.
Under Co-create Solutions, Lithuania emphasizes its commitment to partnering in solving global challenges. While larger countries might be compared to multinational corporations, Lithuania is more like a startup—nimble, quick in decision-making, and always open to collaboration.
With Co-create Culture, we invite creators to explore new perspectives. Shows like Stranger Things have already turned Lithuania into a movie set for major international productions, but there’s always room for more stories to be told.
Co-create Life invites global talent to join a country where work and life seamlessly intertwine—a collaboration that’s hard to find in the world’s biggest cities. Lithuania offers a unique balance that fosters both professional and personal growth.
Finally, through Co-create Governance, we share the story of a country that started from scratch 30 years ago. This journey created a unique need for governance systems to rethink, reshape, and remain open to change—a process that continues today, driving progress and innovation.
RESULT
After finalizing the strategy, we continued our partnership by developing a new visual identity for Lithuania’s brand and conducting training sessions across the public sector to onboard the organizations responsible for its implementation. The new country promotion strategy was not just a plan—it became a comprehensive toolkit, including templates, guidelines, and even formalized into law, as it was officially approved as a strategic document for Lithuanian institutions. The strategy also earned recognition, being awarded gold at the City Nation Place Awards for ‘Best Use of Data.’ Since then, the narrative has spread across the world through events, business and diplomatic representation, conferences, and even played a part in the NATO Summit in Vilnius, encouraging others to join in the process of co-creation.
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