The number and importance of regions are increasing at the same time as traditional regional identities are undermined through processes like globalisation and individualisation. Local and other administrations increasingly cooperate and create new regions which are too changeable for a distinct collective identity to develop. Nevertheless, a clear identity discourse helps administrators to justify their policies; to mobilise local stakeholders; to attract outside resources; and to get attention and funding from the central government. This paper studies how the identity discourses of these new regions are constructed by administrators and other stakeholders by using elements linked to the identity of more established spatial entities. Especially important are the selective downloading of characteristics from the nations and regions to which they belong and the uploading of specific qualities from the cities and areas within their boundaries. We analyse how in two areas in the Netherlands the identity discourses of new regions have been constructed through selective association with the complex layers of more established spatial identities nearby.