Creating a brand for a new district
Regenero, a joint-venture of YIT and HGR Property Partners, is developing a new seaside district called Keilaniemenranta in Keilaniemi, Espoo. It will grow to become a hub for the entire Keilaniemi–a new seaside neighbourhood where people can live, work and enjoy premium services. Regenero wanted us, Laine & Hallami and myself, to create a brand for Keilaniemenranta and help to communicate how the new district will transform the area from a business district into a vibrant mix-use hub.
We created Keilaniemenranta a brand strategy that included naming, purpose statement, story, manifesto, tone of voice, key target groups, key messages, and visual identity. Combining Keilaniemi’s background as the leading business centre in Finland with high quality Nordic lifestyle results in something quite unique at a global scale: the area will stand out as a Nordic version of the West Coast Bay area. This idea was the origin of Keilaniemenranta’s core: Archipelago of Winning Ideas and Nordic Living. The visual identity is strictly aligned with the purpose statement and it communicates prestige and quality but in an easily approachable manner.
In addition to the brand strategy, we have designed Keilaniemenranta.fi website, created a marketing and communications plan for the launch, and designed ads for the construction site, including the humongous ad on one high-rise.