Stockholm Business Region, alongside its subsidiary the Stockholm Visitors Board, is responsible for developing and promoting Stockholm as a business and tourist destination. SBR collaborates with trade and industry, academic institutions, government agencies as well as other municipalities in the Stockholm Region.

SBR drove an ambitious internal process to consolidate marketing efforts from the many Stockholm-based agencies into one uniting Stockholm brand. Under this new brand, the ultimate goal is to become the leading growth region in Northern Europe by 2010.

Brand identity work consisted of strategy, logo, identity guidelines, brand book, print collateral system, signage, exhibition design and web.