City and nation branding: re-inventing Gibraltar

A collaboration with Thomas Sevcik, Director of Arthesia, Zurich

Gibraltar needs to move away from its image as a centre for offshore banking and dubious internet businesses. It is a British overseas territory, a clearly defined area, almost an island, with a rich history. It benefits from Mediterranean weather but lacks the allure of its nearby neighbours such as nearby Monaco. However it is situated in a prime location and has huge potential to reinvent itself. In this project we developed six new stories, six new identities for Gibraltar.