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Copenhagen Capacity's marketing and place branding efforts struck gold in London at the prestigious Transform Awards Europe 2025. The team took home first prize in the Best Place Brand category for "A State of Denmark" - the brand Copenhagen Capacity uses to market Denmark as an attractive career destination.

The Transform Awards is an event dedicated to highlighting innovative and effective brand transformations. It gathers an impressive shortlist of creative agencies and well-known commercial and non-profit brands across Europe.

The jury argued that Copenhagen Capacity's marketing team's work on the "A State of Denmark" brand deserves gold because:  

" The result is exactly the right blend of Scandinavian warmth, character and cool. The strategy - focused on inclusivity, authenticity and humour - is well executed and aligns with the audience's needs. And the visual identity captures the Danish feeling in a great way."

The history and transformation of the place brand

When Copenhagen Capacity first launched The State of Denmark in 2019, it was a strategic move to help Danish companies compete globally for skilled international professionals. Since then, the brand has been the sender of many talent attraction events and campaigns, e.g., as part of the proejct: Talent to Denmark, and currently as part of the projects: Talent to a Green Denmark and Science Hub Denmark.

This place brand is a hit – its marketing activities have smashed KPIs and become a go-to platform for internationals exploring life and career opportunities in Denmark.

But the original brand identity: "THE State of Denmark" also confused the audience, and its static, monolithic name didn't quite reflect the richness and diversity of life in Denmark.

So, an early step in the re-branding process was changing the name to: A State of Denmark. The new name has built-in flexibility and a powerful premise—because life in Denmark isn’t just one thing; it holds many perspectives and states of mind.

The efforts paid off immensely

The re-branding progress, led and implemented in-house by Copenhagen Capacity’s marketing team, was rooted in target group research and resulted in a concept that celebrates real people and real lives – with humour, honesty, and a strong dose of Danish charm and laid-backness.

Highlights from the process include:

• A redesign of the brand’s visual identity, with colours inspired by Denmark’s natural landscapes.
• A refreshed brand comms guide including a more authentic and inclusive tone of voice.
• A new website that serves as the brand’s core foundation.
• Many new brand assets and content pieces, such as films, roll-ups, giveaways, and social media templates – which all reflect the diverse “states” of life in Denmark.

This process strengthens the place brand, allowing it to flourish from the base of a robust brand positioning and thereby treat its 110,000+ email subscribers and 200,000+ yearly website visitors. Judging from the numerous planned projects, award wins, and newly exceeded KPIs, Copenhagen Capacity succeeded wildly with this.

Explore "A State of Denmark" brand site: state-of-denmark.com

Learn more about Transform Awards Europe 2025