Honka
Creating a Global Marketing Concept for Luxury Log Homes
I have worked for several years with Honkarakenne, the world’s leading custom log home manufacturer. I have supported Honka in branding, concept development, communication strategy, and marketing communications.
Our collaboration has included clarifying the company’s key messages for both international and domestic markets, conceptualizing and executing an international luxury home campaign, managing highly successful media outreach in the U.S., organizing media events, crystallizing the concept for Honka’s Housing Fair (Asuntomessut) showcase, executing various communication initiatives, and writing a number of video scripts.
Challenge
Honka sought our team’s assistance with the launch of their Luxury House Collection, targeting an ambitious customer segment in international markets such as the US, UK, and Kazakhstan. This marked Honka’s first campaign for foreign markets, requiring a partner with the expertise to understand the needs of international customers.
Solution
We developed a comprehensive concept that included naming the house models, and creating core messages, a compelling story, and a manifesto. My design partner, Aune Creative, followed through by designing the visual identity.
Combining Honka’s leading expertise in log technology with their modern, harmonious architecture, we created a distinctive concept: “Gateway to Nature – the Home of Natural Harmony.” We also designed a dynamic campaign site with a strong focus on striking visuals and memorable key messages, such as “Healing Walls with Health Benefits” and “A Legacy Home Reimagined.” In addition, we developed essential content for email and social media marketing.