The creative agency Helsinki, of which we are frequent collaborators, put us in charge of rethinking their own visual identity and website, an assignment that kicked off with the aim of creating a brand that would reflect their singular worldview and enhance their positioning both off- and online.
The intial goal of the project was to develop a unique brand universe that would harmonize Helsinki’s street-savvy approach with the digital realm, and vice versa – to strike a sweet spot that would resonate with the agency’s ethos. We created a monogram combining inspiration from early Internet Explorer logos and the symbols that are used on license plates to identify a vehicle’s country of origin, all of which resulted in a unique and scalable monogram consisting of an uppercase ‘H’ inscribed in an oval shape. This element was then further distorted through the use of various visual effects so as to make the result even more expressive.
Parallel to the agency’s brand logo, its website was designed with a focus on the idea of being user-centric: in this case, to put the user at the center of the experience. Selected projects were displayed in a dynamic and impactful way, resulting in a sharply digital look and feel that agrees with the agency’s penchant for being expressive, disruptive, fresh, and innovative.
The consequence is an identity with a youthful and dynamic character – one that, through its expressive and innovative approach, connects directly with Gen Z and conveys the agency’s work in the most fitting way.