Örebro
A Bigger Life
When Örebro set out to attract more people to move to the city, the challenge was clear: everyone knew the name, but few had a strong sense of what Örebro truly stood for. The place brand was well-known but not well-defined, good at many things but not the best at anything. Our task was to change that perception. Together with Örebrokompaniet, we developed a communication strategy and concept that would give the city confidence, clarity and appeal.
Instead of speaking about the city as a location, we started with the people who shape it, those we call the driven creators. People who make things happen, who want to contribute, create and grow. For them, we defined Örebro as a proactive, open city where everyone contributes.
The answer became the concept "Ett större liv" (A Bigger Life), an idea that captures everything Örebro has to offer. A place where career and creativity meet community and balance, where ambition and belonging coexist. A Bigger Life describes a city big enough to live in, yet small enough to make your own. The concept lives across film, social media, outdoor and PR, told through a contemporary, documentary visual language that places people’s actions at the centre. Through authentic stories and moments, Örebro’s three brand values, accessibility, creativity and drive, come to life.
Örebro now speaks with a stronger voice and a clearer identity. A Bigger Life has become the unifying story for the city’s place marketing, inspiring pride among those who already live here and curiosity among those who might.
