What the sixth biggest city in Sweden, Västerås, misses are citizens that are proud of the city.
The aim was to create a strategy to communicate the stories that generate pride and to bring some light into the city during the long and dark winter months.
Every place has its own image. It is shaped by its history, politics, development and prejudices and is well or not so well recognised throughout the world. Some nations or cities have a more positive image than others, which makes it easier for them to prove or establish themselves in an international context.
Since the world gets more and more connected and globalised it is important to have a positive image. This Master’s Thesis documents the process of creating a City Identity for Västerås. The sixth biggest city of Sweden is located in central Sweden, 100km west of Stockholm.
This Identity is based on the experience of living in Västerås for six months to understand the city’s characteristics, its history, development and intended market positioning. What Västerås misses are citizens that are proud of the city. Most people do not know all the good things that have happened and are happening now in the city. The aim was to create a strategy to communicate the stories that generate pride. Another essential thing that is missing in the city is light – for half a year the city lies in darkness, due to its northern location. The new City Identity focuses on spreading light in Västerås during long, cold winter nights.
