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Enisa tasked Erretres, as a strategic branding agency, with building the bases of its new brand: Spain Up Nation. This entity was created by the Spanish government to promote and celebrate the country’s entrepreneurial spirit and the collaboration between the public and private sectors which develops innovative projects and initiatives.
To begin imbuing the Spain Up Nation brand with meaning, we had to look at what was being done on a European and international level. We studied the initiatives launched by neighboring countries, as well as more inspirational and far-out references that would serve to teach us about the way other initiatives related to local business networks, the way they spoke with public institutions, and the importance of the country brand within their identities. This way, we could identify a tone for the Spain Up Nation brand which best fit the objectives of the project. We also studied the new brand’s relevant audiences, organizing them within a hierarchy in order to give further nuances to the brand platform.
We wanted Spain Up Nation to represent the network that powers the innovative ecosystem, connecting ideas, capital, and public and private players to build a better future for everyone. Its place as a government initiative also motivated us to build an inclusive brand, one which spoke to everyone and left nobody behind, rather than one with an elitist tone. This is reflected in the strategy, rotating around the potential benefit —for everyone— of the projects that Spain Up Nation sponsors and promotes.