Metsähallitus' image concept

We created an image concept for Metsähallitus, and the new images are a great reinforcement of the renewed Metsähallitus brand. Each step is based on a strategic vision of Metsähallitus' overall visual communication.

"We were already working on the brand when we were contacted by Keksi. I got to know the materials from Keksi, and I was interested. They had insightful examples, such as making images that you can see, smell and hear. Keksi's expertise fitted our brand," says Heikki Hepoaho, Head of the Science Centre, Metsähallitus Brand Team, Rovaniemi.

We arranged a meeting with the Metsähallitus people, got to know each other and had a discussion.

"Usually I go to presentations with a high threshold, because many marketing agencies have a categorising view of Metsähallitus. Keksi's people listened to what we were all about and embraced our multi-disciplinary approach. It's a great strength to be able to get to the heart of the client's business and see the big picture," says Heikki.

The Metsähallitus people were convinced of our expertise, and we jumped into the brand building work on the fly. First on the agenda were workshops and image conceptualisation, in parallel with the brand renewal that was already underway. Workshops are our superpower. They make it clear to us what we are doing and why.

"I was very excited to get involved," says Aino Jylhänlehto, communications specialist for Metsähallitus, about the workshops and the conceptualisation.

"In the first workshop we discussed the objectives of the images and created categories for them. In the second workshop, we looked at differentiation, style, tone of voice and what to avoid in the images," Aino says.

The process required the communications specialist to break away from the role of corporate communicator.

"I had to learn to see how any citizen would see us and our images," Aino recalls.

Inspired by the workshops, together we created an image concept for Metsähallitus that supports the brand's tagline "Responsible development of nature's value and common wealth across generations".

The workshop work and conceptualisation culminated in an image reading training, where we implemented the image concept in the minds of the Forestry Commission.

In the image reading training, image users gain a deeper understanding of the contents, styles and functions of images, in line with the concept. What a rewarding phase of work! All the work we do together translates into real life in our clients' everyday lives.

During the training day, questions and ideas that were bubbling under the surface came to light.

"There was a clear need for scanning training. There was a need for a discussion about what the images should look like and what they should communicate. Interesting discussions emerged, and some surprising things came up. We learned that these are things we need to invest in," says Heikki Hepoaho.

So pleasure and benefit came together?

"Yes! It was a nice and group-forming training day, which almost served as a recreation day. A well-produced package that is a natural continuation of the conceptualisation work. I would recommend it to others", Heikki laughs.

Then we filmed! Among other things, we organised summer photoshoots for Metsähallitus on Vallisaari Island. We have shot new video material, and the management team and board have also been in front of the camera. Read more about the filming here.

Heikki says that the use of the images is gradually becoming more concrete.

"The concept gave us a clear way of working, which we are gradually putting into practice."

The use of images is made easier when they are filed in a smart way and can be found in a logical way. Here too, we offered advice and practical help.

"Keksi sparred and helped us with a big image bank project. The acquisition of the image bank was an essential part of making the image concept familiar to everyone and establishing a common way of working. We now have a media hub that is shared by the whole organisation," Heikki says happily.

Heikki Hepoaho praises our approach to customer relations.

"We got the feeling that you wanted to promote our cause. We also like the transparency in pricing."

A government operator must compete for strategic partnerships with tongue in cheek.

"I still think partnerships are an absolutely brilliant way of working. A good partner knows us, provides strategic support and can proactively suggest how to move forward," says Heikki.

We're good at just that, he says.

"It would be great if you stayed relatively small and client-focused. The network approach is a really good thing from the client's point of view. Keep that," Heikki hopes.

Aino Jylhänlehto adds that the new image concept nicely supports Metsähallitus' new brand and strategy.

"Keksi articulated and concretised things that had already been swirling in my own mind. It's a pleasure to work with Keksi."