Berlin/Vallila

Challenge

We were called in to rebrand a property located in a former factory building in a working class district of Helsinki. The former name, Park Vallila, did not reflect the property or surroundings.

Solution

During our strategic research a few observations came together quickly:

• The Vallila area is the only district in Helsinki where artists, crafts people and small manufacturers still have ateliers and workshops, giving the distinct Berlin style feel.
• The Helsinki Academy of Fine Arts was based in the property previously.
• 80’s and 90's urban culture engages our target audience of decision makers that value the industrial spaces on offer.
• The Helsinki Academy’Creativity’ is a theme that resonates on social media and can be endlessly explored through stories and spacial experiences. of Fine Arts was based in the property previously.

Inspired by C/O Berlin we developed the name Berlin/Vallila. The brand promise was defined as ’The creative legacy continues’. We have brought this to life through various events:

• A legendary Finnish graffiti artist, Jani Tolin, has created artworks inspired by the history and location of the property inside the lobby.
• When we found out the front desk receptionist also preforms as a dancer on stage with big names, we created a campaign with her performing around the property
• A competition was organised among students of the Helsinki Academy of Fine Arts to create a mural on an 8 meter high wall along the property.
• Rapper Gettomasa recorded his music video for ’Vastustamaton’ at the property.

During our strategic The brand promise has proven a solid foundation for marketing the office spaces. It has also structured the content strategy, providing a clear way forward that has united the marketing team, property management and owner DEKA.

For the audience, knowing what to expect from the brand, and receiving it consistently has provided recall, trust and orientation.research a few observations came together quickly:

Results

The brand promise reached its target audience very well. In addition to a wide range of other clients, we saw an increased amount of inquiries from

Among others, the property has welcomed Finlayson&Co.

Next steps

A brand that started out on the website and social has now been integrated into the interior of the property creating a 360° brand experience.