In 2002 Marksteen Adamson (when global Creative Director of Interbrand), led the original branding work for Estonia resulting in the successful ‘Welcome to Estonia’ Campaign that helped Estonia’s pitch to become part of Europe.

In 2008 Enterprise Estonia approached Marksteen and the team at ASHA to continue the work and take the project to the next level of brand engagement, not only with the external audiences but also internally in Estonia.

ASHA began the process in 2008 with extensive analysis and a series of workshops in Estonia working with a mixed group of key business leaders, academics, government and tourist representatives. The result of this was two project streams; ‘Why Estonia’ and ‘Let’s Do It’.