“THE BORÅS BOOK” – AN ELEGANT INTERPRETATION OF BORÅS AS A BRAND
The municipal authorities in Borås were eager to inform companies, politicians and others who directly or indirectly are in a position to influence the development of Borås about the many benefits and advantages that the city can offer. The aim was to compile an inspiring collection of logical arguments for investing in Borås by appealing to the target group’s emotions and creating a number of positive associations.
Brainforest wanted to deliver a product that would be long-lived and find a permanent place in the physical environment of the target group rather than something that would – at best – merely be glanced at, thrown away and forgotten. The solution was an elegant coffee-table book which would not look out of place on a conference room table, on a desk or in a lobby or waiting room. The photographs had a high fashion level and underlined associations to the City of Borås as a vibrant centre for trade, textiles and fashion.
The “Borås Book” was produced with exclusive cloth binding, luxurious photo spreads that appeal to the emotions, and engaging texts that explain the Borås logic in easy-to-understand terms. As a complement to the book Brainforest also produced a presentation that the city’s representatives can use at their meetings with other people in Sweden and abroad.