Our goal was to capture the true essence of this town and stay away from "serious" city identity cliche's, because life in this creative small town is not a cliche, it’s complex and fun.
We did a thorough research on the old and new visual elements of Viljandi, gathered embroidery, stories about stray cats, pieces of folklore and current art scene of the town. All these bits and pieces got together and formed the new visual language of Viljandi - a system of different elements that can be combined in different ways. So everyone - the city government, the local bed-and-breakfast, the guy running a factory, the tourist office - everyone can an option that they can relate to.
