Skip to content
Case

Images strengthen your brand - it's been proven!

Images have meaning and impact: they support and build your brand both inside and outside your organization. Images can be strategically used to guide reputation and perceptions toward the priorities and goals defined in your strategy.

The person is at the dock and is wearing a cushion and safety belts.

We at Keksi have had the privilege of collaborating with the Finnish Association of Graduate Engineers for a long time. The first image concept we created together was designed to support the goals of the Association's strategic period at the time, primarily serving membership development.

"Back then, we were focused on membership growth above all. We wanted our images to make the work of engineers and technical experts more visible. We deliberately sought to create imagery that diverse engineering professionals could relate to," says Heini Rautavirta, Marketing Designer at the Finnish Association of Graduate Engineers.

"At the end of the strategic period, we commissioned a study that focused specifically on photography. The study examined what perceptions the Association's imagery evoked in the target audience. Over 300 engineers, engineering students, and technical professionals and students responded. The vast majority of respondents were therefore either active in working life or students in the field."

The research results strongly aligned with the image concept and its objectives: the Association's images communicated expertise, community, trustworthiness, modernity, approachability and responsibility. Students in particular found the imagery engaging.

Why did you need a new image concept?

"Membership development is on a good track, and for the new strategic period, we wanted more images to support advocacy and influence work — to make this side of our operations more visible. We wanted to update the image concept to align with our strategic priorities."

Illustrating such an abstract topic through images is not easy. That's why, from the very start of the concept development, we involved Association staff who work daily with advocacy.

"In the first workshop, we discussed what they need and want to communicate in their own work. Only then did we start thinking about how those things could be realized in images. Staff have been strongly involved in this new concept work. They've brought a huge contribution through their work and insights."

The fresh advocacy images have just been put into use. But the need for personal and member images hasn't disappeared. The earlier images are still actively in use.

  • A person walks around the dock in safety equipment.
  • The person is smiling.

The study didn't reveal any major surprises. Instead, it confirmed our understanding that images really can influence an organization's reputation. The impact of images isn't just a feeling among us communicators — it's genuinely true.

  • Four people are sitting at a table.
  • Several groups of tables and two large plants on a green carpet.

What does the image concept mean to you?

"The image concept is an easy tool and guiding principle for all our everyday image use and visual communication. It also makes it easy to explain the images and their consistent use to the rest of the organization. The concept also guides our media bank categorization, communication tools and newsletter platform. We've organized all our images according to the concept's subject areas, which makes finding and using images easy."

Why did you choose to do a separate study on images?

"We wanted to examine how well we had succeeded with imagery after our brand renewal. At the start of the brand renewal, we had defined our goals: what the Association is and how it should be perceived among member organizations, staff and governing bodies. With the study, we wanted to find out whether we matched the desired perception. We also wanted to conduct the study more broadly among engineers and technical professionals, not just among our own members and elected representatives."

  • Three people jump into the air wearing student overalls.
  • The person is wearing glasses and looking ahead.
A person is cycling.

What were the results, were there any surprises?

"The images were perceived as high-quality, expert and trustworthy. Exactly what we had aimed for! The study didn't reveal any major surprises. Instead, it confirmed our understanding that images really can influence an organization's reputation. The impact of images isn't just a feeling among us communicators — it's genuinely true. The research results also influenced fine-tuning of the image style: we sought even more intrigue in the images, for example, a certain grittiness. It was also meaningful to get confirmation that we were heading in the right direction with our visual communication and doing the right things."

What is Keksi like as a partner?

"Keksi is solution-focused and proactive. A reliable partner — which isn't a given. At Keksi, they do what they promise. That's a really big and significant thing for us. And there have always been great people at Keksi! It feels like work is genuinely done together, we speak directly, ask questions back and forth, and seek real working solutions — together."

 

Want to discuss strategy-aligned image concept development? Or hear more about researching imagery or evaluating its effectiveness and impact?

Contact us
A person inside, between two floors.

At Keksi, they do what they promise. That's a really big and significant thing for us. And there have always been great people at Keksi! It feels like work is genuinely done together, we speak directly, ask questions back and forth, and seek real working solutions — together.

  • The person is working on the computer.
  • A person is walking up the stairs.
  • The person is sitting at a table and smiling. There is an open laptop and a coffee cup on the table.
  • The person is talking on the phone.
  • People walking in the corridors and stairs of an office building.
  • Person inside, with a wooden panel wall in the background.

The team

  • Jenni-Justiina Niemi Account director
  • Liisa Eerola Producer
  • Mika Pakarinen Photographer
  • Markus Pentikäinen Photographer

Other examples of our work

Henkilön edessä leijuvia näyttöjä ja virtuualinen robotti.

Nosturi nostaa lastia satamassa.

Mikko_Vahaniitty_KEKSI_Etra_hameenlinna-00783~3

Contact us