The Landes department is recording positive migratory flows, especially attracting industries and young families. Like California, which became a new frontier for the densely populated US East Coast, it has advantages to leverage in terms of land availability, climate, coastal areas and lifestyle.

Headed by Henri Emmanuelli, the “Regional Council” went about its business discreetly, such that the local population did not know which level of public authority (city, community of cities, department or region) was doing what. We proposed that a bona fide “Landes brand” be created and used in all communication with local inhabitants and companies as well as the two million tourists who flock to the region each year.

It all began with one observation: the Landes department is the largest in France. Available land is strategic for a department that is growing but wants to manage its growth intelligently, to avoid winding up with the same density as the French Riviera. Our idea: living in the Landes region is living big. Hence XL, the biggest size brands come in. Landes starts with an XL, 40 in Roman numerals, and 40 is the French code for the department. The foundations were laid to create a highly innovative identity that gets people talking.