The SATAKUNTABRÄNDI project focuses on collaboratively developing a unified and attractive Satakunta brand, based on shared ownership and the utilization of digital resources. The target groups for the regional brand include residents of different ages, potential employees and experts, investing companies, as well as tourists and networks in the lifestyle economy. The goal is to create digital tools and participatory practices that support brand management and shared communication. Through co-development and the entrepreneurial learning process (EDP), the project aims to strengthen the region's competitiveness and innovation systems in brand management. This approach, emphasizing both internal and external communication, seeks to resolve the issues of Satakunta's fragmented resources and sporadic coordination, which have so far weakened the region's brand communication. The project aims to create a participatory and digital regional brand management model and a shared digital toolkit. These tools and models support the Satakunta Smart Specialization Strategy, enhancing the ability of various stakeholders - businesses, educational organizations, public entities, and civil society - to collaboratively and agilely renew and strengthen the regional brand portfolio. In terms of the anticipated results, the project brings significant change to the current situation in the region. It creates a unified digital management model for the Satakunta brand, focusing on strengthening the region's attractiveness and brand communication coordination. The current fragmented brand communication will become more coordinated, unifying and improving the region's visibility and attractiveness. This process includes creating a situational analysis of the Satakunta brand identity, target-oriented descriptions of the external ideal image, participatory co-development practices, and the development of a digital toolkit. The project's significance for the vitality of Satakunta is substantial. In the long term, the project strengthens the regional identity and clarifies the image, which increases both the attractiveness and the pulling power of the region. This leads to Satakunta being better able to attract and retain investments, experts, and tourists, while supporting the region's sustainable growth through digitalization and innovative operational models. Overall, the digital management of the Satakunta brand is a key project that brings a systematic and coordinated approach to regional brand communication, helping Satakunta to exploit the opportunities offered by digitalization.