Voimatel – The Power of Connection
The original challenge
How do you refocus an entire brand after a major business transformation?
How it was solved
When we began working with Voimatel, they had a clear goal: to get their story right so they could inspire both their team and the outside world. In 2024, Voimatel divested its electricity network operations and turned its full focus to ensuring the availability of data networks and critical digital infrastructure. The shift had far-reaching effects across the company, from internal operations to the services it provides.
The transformation called for strategic clarity, cohesive service design, and a new brand identity. In this change, the brand played a central role in communicating the shift, building trust, and creating a positive emotional connection, both internally and externally.
Recognizing that Voimatel largely operates in Finland (currently) but serves international telecommunication clients and has presence through their subsidiary, Boftel in Estonia, we made an important pivot early in the process: we led the brand strategy work in English, while still working across both English and Finnish. Although initially uncomfortable, this bilingual approach created an environment of openness and collaboration that ultimately strengthened the work. It ensured that Voimatel’s brand foundations were globally relevant while remaining deeply authentic to their Finnish roots.
Together, we developed a brand strategy and identity, including key messages, and clarified Voimatel’s fixed network service offering. With the foundation set, we designed and built a new website that reflects the redefined business. We supported the launch phase with communications themes and social media frameworks, and we continue to collaborate on marketing to support both day-to-day needs and larger campaigns.
When the brand launched, Voimatel brought together around 65 business leaders from across Finland for a special day in Kuopio focused on their new business strategy. We had the privilege of participating in a panel discussion about the brand, sharing the story behind the process and the outcomes. It was one of the most memorable and inspiring launch days we’ve ever been a part of, carried out, fittingly, in an awkward but perfect mix of Finnish and English.
Today, most of Voimatel’s everyday communications are in Finnish but with an English brand foundation, including the unifying tagline “The Power of Connection”, Voimatel can effortlessly engage across international environments. The new brand honors their legacy while keeping them firmly future-ready, allowing them to deliver on its promise: designing, building, and maintaining resilient networks that exist, above all, to connect.
voimatel.fi/en
This text is also in finnish. Read it here.
