Promotion and branding of destinations are a respected practice, and Karlovac County has recognized that. First, it was necessary to make an analysis of the situation, explore the key elements of identity, image and recognizability of what is offered to tourists, as well as the potential of Karlovac County as a destination. Then the values and potentials of this area were defined, and afterwards brand architecture and the relationship between the brand of Karlovac County and the brands of cities/municipalities/experiential regions were defined. All of the above served as a basis for defining a new tourist slogan, and ultimately for creating a new visual identity of the Karlovac County Tourist Board, a book of graphic standards and a brand book.