# Osuma - The Playbook - A creative & digital agency

> The brand renewal of Osuma Personnel Services is based on a deep understanding of the industry’s need for change.

## Brand Strategy and Human Insight

The development of Osuma’s brand was sparked by a deep understanding of the significant transformation in the working world. Increasingly, especially among the younger generation, job seekers do not want to see their workplace as a final destination. While it might seem that the trend is to idolize rootlessness, the reality is that professionals seek both individual recognition and stability.

Osuma appeals to those who want assurance that work will continue to be available, seeking security and credibility. According to Osuma, old-fashioned personnel leasing is a thing of the past. While companies still need flexibility, every employer wishes for employees who feel they belong to the community and feel capable. The ultimate goal is a "win-win" situation—a true match between the right career and the right person.

## The Red Playbook

Osuma’s growth strategy created a need to deepen its brand message. This led to the creation of the brand strategy: **Osuma’s Red Playbook**. The result was the brand promise: *“So that no good job is left undone.”*

The color choice dates back to 2016 when Osuma Henkilöstöpalvelut was founded. The investment in a carefully designed appearance and website has paid off, as Osuma is now one of the largest employers in Eastern Finland. While the brand needed to evolve to support expansion to new locations, the new efforts were built on the existing, recognizable foundation.

> "I like Ahooy Creative’s style. When there is trust in the collaboration, we can genuinely discuss and exchange opinions. I particularly appreciate the willingness and ability to listen."
> — **Ville Auvinen**, Founder of Osuma

## Visual Identity and Digital Presence

Osuma’s strongest message was selected as the slogan: **“Straight to the Heart.”** To bring the brand to life on digital platforms, a new visual language was created, including a ready template and a large animation library for video production.

The online presence was revamped with a focus on:
*   **User Experience and Accessibility:** Serving both job seekers and employers better.
*   **Digital Marketing:** Revamping the continuous advertising model and delving deeper into analytics.
*   **Conversion Data:** Focusing on the quality of traffic and application rates.

## Results and Impact

The brand renewal led to immediate measurable improvements:
*   The number of applicants through the website began to grow.
*   The conversion rate increased by over **16%**.
*   The Cost Per Lead (CPL) decreased by **27%**.
*   Improved productivity of advertising spend.

> "In a short time, the number of applications has increased, the quality of traffic is better, and the amount of money spent on advertising has become much more productive."
> — **Erkka Sarnola**, COO of Osuma

## About Osuma

Osuma is a pioneer in personnel services in Finland and a strategic partner in the management and development of human capital. The company offers:
*   Personnel acquisition and development
*   Recruitment and work-life training
*   Direct recruitment
*   Assessment services

Osuma employs approximately 750 professionals monthly and is the largest operator in its field in Eastern Finland.