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.
A polished brand for a polished ride
After clarifying their business strategy, Kliini wanted to sharpen their brand identity and communications to match their new direction.
Previously known as Autopuhdistus Karppanen, Kliini took a bold step forward with us to bring their vision to life. So, we rolled up our sleeves and got to work—creating a full brand refresh including a new name, a new verbal and visual identity, a launch campaign, and updated marketing materials from brochures to wash passes.
Today, Kliini has a name that sticks and a brand that people recognizse and remember. The new identity gives them a clear, cohesive framework to support consistent and strategic marketing. It’s designed to serve their car dealership clients just as well as before—while also opening the door to future growth with direct-to-consumer services.
“Working with Ahooy was rewarding and eye-opening in so many ways. From the start, it was clear we were in capable and trustworthy hands—the team is made up of true professionals. Over several months, we collaborated closely and carefully, and every one of our wishes was taken into account.
We even brought hundreds of our loyal customers into the naming process, and the clear majority voted for Kliini as the perfect fit for the new brand.
We had prepared ourselves for the possibility of mixed reactions to rebranding a company that’s been around for decades—but the response has been nothing but positive. People have described the new brand as fresh, approachable, and a clear departure from the typical look and feel of the car care industry—while still being descriptive and easy to understand.
We couldn’t be happier with the end result—and we’re incredibly grateful to Ahooy for helping us get there!”
Vilma Immonen
Communications & marketing manager
Kliini Autokäsittely
“Working with Ahooy was rewarding and eye-opening in so many ways. From the start, it was clear we were in capable and trustworthy hands—the team is made up of true professionals.”
Vilma Immonen
Communications & marketing manager, Kliini Autokäsittely
Sound superiority
Genelec, a company with their headquarters in Iisalmi, Finland, are known for their world leading studio monitors built on a foundation of respect and passion for truthful sound. The Genelec Pro at Home initiative empowers artists to create authentic sound in nearly any listening environment. And that’s a story best told by the professionals who understand the significance of space.
Our debut video documents Genelec CEO Siamäk Naghian’s unwavering belief that anyone can create professional sound at home. Siamäk’s thoughts were unscripted, a departure from our usual approach, yet they tell a compelling story of the genesis of the Pro at Home concept.
Siamäk’s introduction serves as the first video of the launch campaign and sets the tone for the rest of the Pro at Home series. Throughout the Pro at Home video series, professionals working from home showcase their expertise, all made possible by Pro at Home.
The meaningfulness of space
”The more I have been recently thinking about the concept of space the more it fascinates me and the more I see it connected to the essence of life. I believe what we are raising is super interesting for a human being. It is connected to every reason we live for. This could be also the seeds of marketing of this age: to help people to find their space. It is the reason why we live and what we do: the purpose of our journey as a human being. It fits perfectly to the philosophy of Genelec too.’”
– Siamäk Naghian, Genelec Managing Director
The Pro at Home Creator Series
Never before has an artist’s creative space – that physical, mental and even spiritual space where you have the freedom to breathe, dream and evolve creatively and as a human being – meant so much. And Genelec is perfectly poised to help artists adapt to any physical space so that they can create pure, truthful sound wherever they want to, even at home. The Pro at Home initiative is a recognition that Genelec monitors are increasingly empowering users to create sound in probably the most comfortable, natural and inspiring spaces of all – their own homes. The following episodes in the series showcase actual Pro’s at home which makes the concept real for people and validates Genelec’s world-class audio technology. Below are two espisodes in the creator series which were guided by the Ahooy team, and produced by local storytellers. The Pro at Home series lives on with Genelec producing new episodes periodically, they can all be viewed here: Pro at Home | The art of creating in your space
Acknowledgments
Siamäk video and photography: Petra Tiihonen, Reino Hartikainen, Lauri Aapro
Sonic identity: Sixieme Son
Artist collaboration: Nikke Osterback
Louis Bell and Joel Corry videos produced locally with creative direction from Ahooy Creative.
A cheeky nod to mashed potato
Kruunu Herkku prepares ready-made meals for both households and food industry professionals. They turned to us with the goal of increasing awareness and enhancing their brand image across both consumer and food service sectors.
With a 25 year history, the company stands out for its quality, ease, and reliable partnerships. But before engaging in conversations about these strengths, you first need to grab the customer’s attention—and that’s where a well-executed campaign comes in.
People are typically drawn to products before they connect with the brand itself. Just like Saarioinen is known for its liver casserole, Valio its Aura cheese, and Atria its smoked sausage, we wanted mashed potatoes to become synonymous with Kruunu Herkku. It’s one of the company’s most beloved flagship products, and highly regarded.
In our campaign, we crafted with a no-nonsense cheeky nod to mashed potatoes, celebrating and drawing attention to what is arguably Finland’s best mash. Through playful visuals and provocative statements, the campaign highlights this standout product in a way that sparks curiosity and conversation.
Many of today’s trends emerge from everyday things often considered mundane. At their best, they can even achieve a cult status. That’s why diverse channel choices and bold expressions were key to amplifying the campaign’s reach.
Thought-provoking messages, combined with a distinctive visual identity tell the story of the potato in a memorable way. The photoshoot was organized in collaboration with Huhu Digital.
“Working with Ahooy has been easy from the very beginning. They understood our needs in relation to our future goals and they helped us break free from old-fashioned thinking and embrace new ideas. It’s a fantastic campaign that we are proud of—and we wear our mashed potato shirts with pride.”
Niina Nikulainen
Sales and Marketing Director, Kruunu Herkku
The heart of the mashed potato campaign is the adaptable landing page which was designed to be repurposed for future campaigns. This makes it easy to relaunch and spotlight campaigns repeatedly, turning it into a sustainable marketing tool for Kruunu Herkku.
Are you ready to taste Finland’s best mashed potatoes?
Making the metal industry more energy-efficient
The metal industry has been recycling raw materials long before the concept of a circular economy emerged. Yet, the sector continues to seek recognition, both from the general public and policymakers. Associations with scrap and waste are typically negative, and the industry is rarely linked to environmental responsibility, carbon footprint reduction, or circular economy practices.
That’s why the rebranding of Kajaanin Romu two years ago set out to shift perceptions across the entire sector. The goal was to move the image away from traditional scrapyard operations and toward a modern narrative of advanced production and processing facilities.
This transformation required active, illuminating, and positive communication. The new brand integrates optimism and a strong belief in progress into the company’s DNA. With concise and positive key messages, Kajaanin Romu highlights its purpose: to make the metal industry more energy-efficient and to ensure that unused raw materials in a consumption-driven society are refined and repurposed for further use.
We also revitalized Kajaanin Romu’s visual identity, exploring the contrasts inherent in the concept of scrap. Scrap is often perceived as worthless waste, yet metal scrap, in particular, represents a valuable raw material. This idea is woven into the visual language, where the rough and raw are presented with beauty and elegance through carefully composed photographs.
The visual identity leans on Nordic simplicity and bold color blocks and the company’s previous KR monogram logo was modernised, symbolizing seamless processes and solid craftsmanship.
Photography by: Petra Kuha
“Collaborating with Ahooy has helped me view our business and operations from new perspectives. I now have a deeper understanding of the company’s societal role. Together, we’ve achieved our shared goals and advanced the image of the entire industry. We’ve also increased community awareness about the importance of minimizing unnecessary use of natural resources and the critical role metal recycling plays in reducing carbon emissions.”
– Niko Nyyssönen
COO, Kajaanin Romu
The rebrand came to life brilliantly with a new website, enhancing Kajaanin Romu’s visibility and serving as both the company’s home base and a powerful reinforcement of its brand image. A high-quality website is a great investment in business growth.
Kuopio renews its hospitality and tourism brand
The world of tourism is evolving fast, and one of the leading global trends is the integration of tourism brands with the core identity of cities. Kuopio is following suit in its renewed strategy – after all, there’s only one Kuopio, and we want to present it to the world in a vibrant, recognizable, and inviting way. Previously known as Kuopio-Tahko, the city’s tourism brand now carries the name Hello Kuopio, signalling a seamless connection to the city’s overall identity and strengthening the link between tourism and local life.
Hello Kuopio aims to spark even greater interest in the Kuopio area while supporting local businesses with a fresh and dynamic approach. Kuopio’s unique experiences are being presented more personally and accessibly, across more channels than ever before, ensuring that both locals and travellers, from near and far, can discover the city’s best attractions and hidden gems. We want visitors to not just explore Kuopio, but to feel like they belong here.
Rooted in Kuopio’s core values of good life, joy, and well-being, Hello Kuopio focuses on the joy of discovery and connection. Whether you’re savouring local flavours, exploring the beautiful surroundings, or engaging with our rich cultural heritage, Kuopio is a place where joy shines through every experience.
With Hello Kuopio, we extend a warm invitation to the world – come experience the city’s vibrant pulse, uncover its hidden treasures, and embrace the joy that lives in our people, our traditions, and our way of life.
A distinctive and inspiring Kuopio
“Digitalization is rapidly transforming the tourism industry, and customers are increasingly searching for and purchasing services online. It is critically important for Kuopio to present itself online in a unique and inspiring way. We have a long-standing relationship with Ahooy Creative, working together on the development of Kuopio’s brand and recognition. Hello Kuopio is a fantastic addition to this continuum, further unifying our brand strategy. Thanks to our long-term collaboration, Ahooy’s diverse expertise, and their creative ideas, we are able to showcase Kuopio’s experiences in a truly impressive way.”
– Kirsi Soininen, Marketing Director, City of Kuopio
Boldly inviting, and proud to show it!
Tahko is a mountain and Kuopio is the capital good life. This isn’t boasting, just a joyful fact that anyone can experience by visiting Kuopio.
And while life in Kuopio may seem ordinary on the surface, it’s truly something special. As a city, Kuopio is colourful, quirky, warm, and laid-back. It’s a place where people are free to live life on their own terms. There’s no need to fit into a mould, always have everything figured out, or be perfect. This is exactly how we envisioned Hello Kuopio.
In the transformation of the city’s tourism brand, we didn’t just rethink strategic guidelines—we reinvented the name, appearance, and marketing approach. The new visual identity is alive with energy and playfulness, expressed through a joyful and unique movement language. The imagery and videos will evolve with the seasons, with a focus on showcasing the authentic, beautiful, and diverse Kuopio. Hello Kuopio’s marketing is designed to be multi-channel, leaving room for spontaneity and fun instead of getting stuck in rigid formats. Genuine human connections, friendly competitions, quizzes, and cheerful interactions are the true essence of Kuopio, and they’re now woven into the city’s tourism brand.
With this new brand, we hope Kuopio will show all its friends, near and far, just how easy it is to experience great joy here—joy that lives in every experience and shines through the smiles on people’s faces. In Kuopio, we live, we laugh, and we celebrate—just for the fun of it.
A long tradition inspired a renewal
Isä Camillo is one of the most esteemed and beloved restaurants in Kuopio. It is part of Ravintolamestarit, a gastronomy group offering delightful experiences in their restaurants set in Kuopio’s historical locations since 1997. Known for its quality, Isä Camillo is perfectly situated in a distinguished old bank building at the heart of our city, alongside the well-known Snellman Park.
In 2013, the restaurant underwent a complete modernization of its food offerings and interior design. Along with this came the need for a fresh visual identity. Since the restaurant’s inception, its look has been accompanied by Don Camillo, the main character and parish priest from a satirical book series originating from the Po Valley. It was important to keep his part of the brand in the new era, as the renewed, seasonally driven menu combined local Kuopio countryside ingredients, Old World wines, and Southern European recipes.
Simplicity is timeless and beautiful
The guiding principles for the new design were minimalism, elegance, and maintaining the character of Isä Camillo. During the renewal process, the client suggested keeping the logo unchanged while updating the rest of the brand’s appearance. The goal was to ensure that the visual elements would easily translate to the restaurant’s interior, signage, products, and menus.
The breakthrough in the visual design came from a clever idea that formed the backbone of the new look: the “I” at the beginning of the name and the “O” at the end together created a recognizable figure of a priest with a wide-brimmed hat, encapsulating the new concept. We were bold enough to propose a new logo, as the old one seemed to dilute the impact of the renewal. Yet, the recognizability of the previous design remained well-preserved.
The new look has been implemented across the restaurant’s interior, products, and online presence, allowing Isä Camillo to continue honoring European culinary traditions with a fresh visual identity.
Watch the video below to see the transformation of a logo.
“The fact that Ahooy dove into our request, even with a tight deadline, and had the courage to propose a bolder refresh than we initially envisioned, was exactly the right approach. Years later, we still receive constant praise for Isä Camillo’s visual identity, which, in hindsight, makes the investment incredibly worthwhile.”
Erkka Isotalo – VP, Co-founder, Ravintolamestarit Oy
So no good job is left undone
Osuma Personnel Services was born from the vision that it’s time for the working world to evolve. The company recognized that old methods no longer serve businesses or professionals effectively.
There was a need for a new era of personnel services, one that develops, trains, and accelerates work communities characterized by a strong drive to succeed. For companies and leaders, Osuma promises to turn human capital into a sustainable success factor, match the right talent with the right job, and unlock the potential within individuals. Osuma appeals particularly to professionals seeking both individual recognition and respect in their careers and stability in their professional and daily lives.
Osuma is a pioneer in personnel services in Finland and has been growing continuously since its founding in 2016. Today, it is the largest operator in its field in Eastern Finland. As a strategic partner in the management and development of human capital, the company offers extensive expert services in personnel acquisition and development, recruitment and work-life training, direct recruitment, and various assessment services. Osuma employs approximately 750 professionals monthly.
The working world needed to evolve – and so did Osuma
We continued the work and the journey we started with Osuma Personnel Services in 2016. New times and bigger goals meant that the company decided to write a brand strategy and new core messages. We also renewed the online services and digital marketing.
Osuma’s strongest message was selected as the compelling and emotionally engaging slogan “Straight to the Heart.”
In addition to emotion, the brand needed to be brought to life. Osuma is a highly versatile company, and since most of its visibility occurs on digital platforms, it was justified to create a recognizable visual language for the brand. Now Osuma always stands out in a high-quality manner, without the need to reinvent the wheel for every video production. The company has a ready-made template and a large animation library at its disposal.
It was also time to renew Osuma’s online presence. The website was revamped with user experience and accessibility in mind. The pages needed to serve both job seekers and employers better. At the same time, digital marketing was updated. While search engine advertising can nowadays be considered part of a company’s basic accessibility, it builds a significant competitive advantage when done correctly. We decided to delve deeper into analytics and conversion data and revamped the continuous advertising model.
Results at Osuma were immediate. The number of applicants through the website started to grow immediately, and the conversion rate increased by over 16%. Along with growth, quality also improved significantly. When measuring how much it has cost in digital marketing to achieve a successful conversion, i.e., an application submitted from the site, the price has decreased by 27%.
This work came from the heart and hit straight to the heart.
“Good marketing is always both strategic and operational. It involves short-term and long-term play. We want our marketing partner to know us and be able to serve across the entire scope of marketing responsibilities. That’s why close collaboration is essential. I appreciate Ahooy Creative’s style and their willingness and ability to listen. The planning and launch of the brand renewal have gone smoothly, and we have started seeing results immediately.”
– Ville Auvinen, Osuma Henkilöstöpalvelu Oy, CEO.
The challenge
Hurtta, a beloved brand of dog clothing and accessories with a strong presence in Europe, North America, and Asia, embarked on a significant journey towards a circular economy. They were determined to share their intentions and candidly present both their successes and challenges along the way. To achieve this, Hurtta needed a compelling communications piece that would not only introduce their sustainability efforts but also elevate the brand’s value.
The video had to be crafted in English to cater to Hurtta’s global audience, targeting two main groups: their distributors and end users. The challenge was to create a piece that resonated well with both audiences, effectively communicating the brand’s sustainability goals and initiatives
The Work
Ahooy Creative collaborated closely with Hurtta to understand their vision and goals. Here’s how we approached the project:
Understanding the vision
We started by immersing ourselves in Hurtta’s journey towards sustainability, understanding their commitment to a circular economy, and the specific goals they aimed to achieve. This involved in-depth discussions with the Hurtta team to capture the essence of their mission.
Crafting the message
Our next step was to develop a clear and compelling narrative that would communicate Hurtta’s sustainability efforts. We focused on creating a storyline that highlighted both the wins and the challenges, ensuring authenticity and transparency.
Producing the video
With the narrative in place, we moved on to the production phase. Our team worked diligently to create a visually engaging and informative video. We emphasized high-quality visuals, strong storytelling, and a tone that resonated with both distributors and end users.
Appealing to global audiences
Considering Hurtta’s international presence, we ensured the video was produced in English, making it accessible to their global audience. We tailored the content to appeal to both distributors, who are key business partners, and end users, who are passionate about their pets and the brand.
The Results
The sustainability video we created for Hurtta was a resounding success. It effectively communicated the brand’s commitment to a circular economy and resonated deeply with both target audiences. The video showcased Hurtta’s dedication to sustainable practices, enhancing the brand’s value and reputation.
Key outcomes:
- Positive reception: The video received positive feedback from both distributors and end users. It successfully conveyed Hurtta’s sustainability journey, fostering a deeper connection with the audience.
- Enhanced brand value: By transparently sharing their efforts and achievements, Hurtta strengthened their brand image and reaffirmed their commitment to responsible manufacturing.
- Featured content: The video is now proudly featured on Hurtta’s web store, serving as a testament to their ongoing sustainability efforts and their partnership with Ahooy Creative.
The Challenge
Kalavapriikki faced the challenge of positioning its premium fish food brand in a competitive market while highlighting its collaboration with Vääräniemi Fish Farm and Benella Fish. We were invited to help create a unified brand strategy and visual identity that would:
- Differentiate Kalavapriikki’s products in the marketplace.
- Emphasize the freshness and quality of their fish sourced from the purest waters in Finland.
- Strengthen their brand identity and elevate those of their collaborators, Vääräniemi Fish Farm and Benella Fish.
- Foster consumer trust and loyalty towards their products across supermarkets in Finland.
The work
Ahooy Creative collaborated with Kalavapriikki to develop a comprehensive brand strategy that supported their business development objectives. We worked on:
- Brand strategy: We gained an understanding of consumer preferences and market trends, and defined the brand’s values, and essence, emphasising sustainability, quality, and local sourcing.
- Visual and verbal identity: We designed a cohesive visual identity that reflects the premium nature of Kalavapriikki’s products. Then we moved on to updating the packaging for the Kalaonni brand, ensuring it stood out in supermarket fish sections.
- Implementation: We rolled out the new visual identity across all marketing channels, including packaging, advertising, and in-store displays then launched a communication campaign to educate consumers about the benefits of choosing Kalavapriikki, Vääräniemi, and Benella fish products. We developed communication and branding materials for Vääräniemi Fish Farm and Benella Fish to align them with Kalavapriikki’s overarching brand narrative.
The results
Our collaboration with Kalavapriikki yielded impressive results:
- Kalavapriikki’s products, under the Kalaonni brand, became easily recognizable in supermarkets due to their vibrant and distinct packaging.
- The clear communication of the brand’s commitment to sustainability and the freshest fish from the purest waters resonated with consumers.
- Kalavapriikki saw a notable increase in sales and market share in the premium fish food segment.
- The unified branding of Kalavapriikki, Vääräniemi Fish Farm, and Benella Fish reinforced the perception of premium quality and sustainability.
- There was a significant increase in consumer trust and loyalty towards the brand and its collaborators.
- The brand strategy strengthened Kalavapriikki’s position in the market, paving the way for future business development and expansion.
The successful implementation of the brand strategy and visual identity positioned Kalavapriikki and its collaborators as leaders in providing the freshest, highest-quality fish products in Finland.