Little Greta worked on the project strategically and creatively. Strategically, the region has been historically driven by visionaries who have overcome mental and geographical borders. The power of innovation and creativity made the region the place where "what you want, you can". This DNA was encapsulated in the brand essence "Live Creative Spirit" and transferred into a slogan – a region "Outside the Box". Creatively, this was reflected in the visual style. The aim was to disrupt the dry-and-dull Czech regions' visual styles no one recognises or cares about.