Brand strategy for public administration
institutional communications
for a national public body
Institutional bodies engaged in international promotion operate in contexts marked by high public exposure, multiple stakeholders and significant reputational responsibility. In these scenarios, brand communication plays a central role in building credibility, trust and recognition in foreign markets.
For public and institutional bodies, the ability to coordinate messages, initiatives and relationships consistently is a decisive factor in supporting the objectives of promotion, internationalisation and enhancement of the national system. In this context, structured brand communication aligned with the institutional vision makes it possible to operate effectively and consistently across different international markets.
Institutional communications and international promotion
Institutional bodies engaged in international promotion operate in contexts marked by multiple stakeholders, complex public objectives and strong reputational exposure. In these scenarios, brand communication plays a central role in ensuring consistency, credibility and recognition in foreign markets.
The main areas of focus are:
– building an authoritative and recognisable institutional identity
– coordinating messages across different markets, channels and initiatives
– strengthening the trust of businesses, institutions and international partners
– supporting internationalisation processes in a consistent and continuous way
In this context, structured brand communication allows public bodies to operate in an aligned and consistent way, strengthening their role as a point of reference in international markets.
Case study: an institutional communications project for international promotion
Below we look in detail at the practical application of an institutional communications project developed in the field of international promotion. The case study, carried out for Agenzia ICE, illustrates an engagement focused on coordinating messages, enhancing identity and supporting the promotion of the national system in foreign markets, in line with the body’s vision and strategic direction.
[ Italian ]
[ Trade ]
[ Investment agency ]
AGENZIA ICE
BLISS
©2025
“Tender Pass” for ICE Agenzia
For ICE Agenzia, we developed the communication promoting the Tender Pass service, a tool designed to help Italian businesses identify and assess the opportunities offered by international tenders.
Communications
Creation of clear, targeted content to showcase Tender Pass and make it easier to understand the benefits it offers businesses in international tenders.
Enhancement
Development of concise, effective promotional copy, designed to make the service immediately accessible and relevant to companies focused on foreign markets.
Line
Definition of consistent, informative communication capable of highlighting the role of Tender Pass as strategic support in identifying international opportunities.
Editorial Plan
The work involved defining a clear and recognisable communication approach, designing the informational content and producing promotional copy for the various distribution channels. Particular attention was paid to simplifying the key concepts, with the aim of making the value of the service and its benefits for companies interested in foreign markets immediately clear.
reliability and design
Communications Support for the ICE TenderPASS Service
Creation of graphic and text micro-content to guide users as they discover the service and to improve its accessibility.
Guide to TenderPASS Step 1
Development of the informational content for the first step: completing the registration form and explaining the automatic e-mail containing the pre-filled form.
Instructions for Sending the Signed Form
Creation of the operational message that guides users in correctly sending the PEC to complete their TenderPASS registration.
