The process of rebranding the organisation started with a new position for destination branding in Norway. Combining the strong and established town and regional brand of Røros, with the less well known travel designation of Østerdalen. There were no blueprints or predefined destination brands to follow, which was the beauty of the challenge. Necessitating a brand platform built from the collaboration of communities across municipality borders and businesses. Central to the branding process has been the diverse visitor groups and their shifting preferences and priorities. Learning from the effects of the pandemic on lifestyles, and the essential responsibilities and value of sustainable travel. Getting innovation insights from international destinations from Salla in Finland to Jeju-Do in South Korea. As well as building on our experiences at Nonspace with destination brands Visit Bergen & Visit Trondheim and a growing body of insight from the travel, tourism and cultural sectors. A key component to the brand platform was putting into practice the sector’s National Tourism Strategy 2030 ‘Big impact, small footprint’ & Innovation Norway’s strategy on ‘Sustainable Destinations’. Combined with national statics, transport infrastructure and methods of travel, hotel stays, cultural calendars and more, we mapped the sustainable position needed to be established by the brand platform.