Berlin/Vallila

Challenge

We were called in to rebrand an old factory building owned by DEKA. It’s located in a working-class district of Helsinki, and the former name, Park Vallila, did not reflect the property or its surroundings.

Solution

During our strategic research, a few observations came together quickly:

• The Vallila area is the only district in Helsinki where artists, craftspeople, and small manufacturers still have ateliers and workshops, giving it a distinctly Berlin-style feel.
• The Helsinki Academy of Fine Arts was previously based in the property.
• 1980s and 1990s urban culture engages our target audience of decision-makers who value the industrial spaces on offer.
• ’Creativity’ is a theme that resonates on social media and can be endlessly explored through stories and spacial experiences.

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:

• Legendary Finnish graffiti artist Jani Tolin created artworks for the lobby, inspired by the property’s history and location.
• 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
• When we found out that the front-desk receptionist also performs as a dancer on stage with major artists, we created a campaign featuring her performing around the property.
• Rapper Gettomasa recorded the music video for “Vastustamaton” at the property.

The brand promise has proven a solid foundation for marketing the office spaces. It has also shaped 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 built recall, trust, and orientation.

Results

The brand promise reached its target audience effectively. The positioning has attracted companies that value creativity and an industrial aesthetic. Among others, the property has welcomed Finlayson & Co, which operates three iconic and disruptive Finnish textile brands: Makia, Vallila, and Finlayson.

Next steps

A brand that started on the website and social media has now been integrated into the property’s interior, creating a 360° brand experience.