Essen International, who was also involved in branding the city of Stockholm (Stockholms stad), created the branding of Stockholm, the capital of Sweden, boldly marketed itself as the "Capital of Scandinavia". The identity has been developed for a modern media landscape, focusing on tools for digital social activation. The identity is built around its primary asset – the Stockholm crown. To clarify, the Stockholms stad project mostly concerned communication from the city of Stockholm to its inhabitants. The "Capital of Scandinavia" branding targets business and tourists from around the world and concerns all the 52 municipalities that make up Sweden's capital region.