Archives: Projects

Project Description

Kekäle
Pitämisen puolesta

Starting point

Kekäle is a Finnish clothing store of 200 employees, with over 2 million customer encounters a year in 13 stores and a webstore.

The main idea of Kekäle’s operations has for years been “Pidä enemmän” (like more and wear more) – yourself and your clothes. The goal is for customers to only buy their favourite clothes to minimize the need of buying.

In 2022, Kekäle started a determined sustainability work. Fabrik’s strategic partner Rainbow Collection was selected as Kekäle’s consult and adviser. When Kekäle’s first sustainability strategy was finished for years 2023-2025 and they made the decision to apply for international B Corp certification, it was time to start the sustainability journey from the view of communicating, reporting and commiting.

Solutions

Concept of sustainability communication. As the work launched, we defined a new level on communications, as the earlier visual policies and messages were designed to serve a different purpose. Together we figured, with which kind of tone and catalogue could Kekäle promote its sustainability work inspiringly, transparently and credibly in their sustainability report, stores and other channels.

The concept “Pitämisen puolesta” (in favour of keeping/liking) continues the “Osta vähemmän, pidä enemmän” (Buy less, wear and like more) thought especially from the view of boosting a customer’s self-esteem: for Kekäle, clothes are not only temporary fashion vanity, but an essential part of how great it feels to be yourself.

Sustainability report. The report was based on a freshly done sustainability strategy. It was to be built by the standards but with inspiration, courage and a big heart. A strategy was made concrete by doing interviews and the new concept was used to bring clarity among with infographics and photographs.  Get to know more >

“IF OUR FIELD WANTS TO BE SUSTAINABLE, WE HAVE TO SELL LESS CLOTHES. IT IS TIME FOR CONSUMPTION TO CHANGE – OUR BUSINESS IS READY FOR THIS. “

JOONAS KEKÄLE, CEO

Learn more

Culture Handbook. Staff and their well-being was highlighted in Kekäle’s materiality assessment. Kekäle is a family business and the staff is the heart of their success: “We want our staff to grow, glow and experience their job as a meaningful thing to do.”

Using the new concept, a new Culture Handbook was built from the view of leading a business culture and developing employer image. Staff experience surveys, theming and folding were done. The Culture Handbook will be in a constant development from now on.

B Corp certification. Whilst making the sustainability strategy Kekäle decided to apply for the international B Corporation certificate. It is a respected and a hard work demanding recognition, which requires a holistic sustainability of the operations and a verifiable positive impact. The certificate is due to be received by the end of 2023 which allows Kekäle to make its sustainability transparent and receive internationally credible standards for its operations. We helped with the certificate questions, designing, collecting documents and clarifying the meaning of the application.

“In the report publishing a year from now we are able to tell a lot more about our work. With our work, we hope to encourage other businesses to seize the sustainability theme.

Results

Through their actions Kekäle has taken brave steps towards a more sustainable business, in which Kekäle’s role changes from an individual seller to an accountable clothing companion and a trendsetter. At the same time, Kekäle’s brand has started to grow towards a direction which consumers and stakeholders expect from the achievers of the future.

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Jonna Ekroos

Chief growth officer, B Leader, Partner

0505978183 jonna@fabrik.fi

Vuoden Huiput 2023

Starting point

Vuoden Huiput is undoubtedly the most important creative design competition in Finland. That’s why we at Fabrik were very excited when we were asked to design the visual identity for the 2023 edition. Only a few people get such an honour in their careers.

Solution

From the start, it was clear to us that the new identity had to make a statement and create impact in order to contribute to positive developments in the world. Diversity is the driving force of our world. Instead of isolating, we wanted to create an identity that would connect different worlds – an identity that manifests diversity as an inexhaustible source of creativity. We came up with the idea of multiple hands that, when aligned, form the iconic pyramid of the Vuoden Huiput, and at the same time reflect inclusivity and equality. The resulting identity is both recognisable and replicable in dozens of different combinations.

““WE IMMEDIATELY LIKED FABRIK’S IDEA OF USING DIVERSITY AS A STARTING POINT FOR IDENTITY DESIGN. COMBINING DIFFERENT WORLDS WAS AN INSIGHTFUL WAY OF DEALING WITH THE SUBJECT IN A FRESH WAY, THROUGH A NEW IMAGERY. ” “

KATRI SORAMÄKI, EXECUTIVE DIRECTOR, GRAFIA, KATRI SORAMÄKI, EXECUTIVE DIRECTOR, GRAFIA

““SUSTAINABILITY IS AT THE HEART OF FABRIK’S OPERATIONS, WHICH IS ANOTHER REASON WHY THEY WERE A NATURAL PARTNER FOR GRAFIA.” “

KATRI SORAMÄKI, EXECUTIVE DIRECTOR, GRAFIA, KATRI SORAMÄKI, EXECUTIVE DIRECTOR, GRAFIA

Results

The look and feel of this year’s identity focusing on diversity has already garnered praise. Our collaboration with Grafia on the project continues and during the first months of 2024, the look will be rolled out in dozens of different formats, including pre-marketing, yearbook, anniversary gala and exhibitions.

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Ville Timonen

Creative Director, Partner

0504120368 ville@fabrik.fi

Interested in making sustainability a credible part of your business?

Terra Firma Rainwater Collective

Starting point

Terra Firma Rainwater Collective is solving challenges in urbanising cities where heavy monsoon rains cause severe flooding. Terra Firma is a non-profit, American-based organization.

 

The challenge has been to communicate Terra Firma’s work and impact clearly, as the effects are widespread and the solution has numerous positive multiplier effects.

Terra Firma’s uniqueness lies in a clever invention: a suspension hook that allows the gutters to be installed directly on the corrugated tin roof. The communication had previously concentrated on presenting an engineered, technically ingenious solution. Now the message was intended to reach a wider audience. The need was to tell the story in an engaging and professional way to potential donors: family businesses, foundations and individual donors, so that they would feel being a part of the solution.

Solutions

For Terra Firma, water is both a problem and a solution. The communication revolved around the root of the problem, namely the broken water cycle. In the target countries, the natural water cycle is interrupted when large areas of water-absorbing soil are covered by buildings. Terra Firma has a solution that enables a new and life-sustaining water cycle in an urbanising environment.

In our solution, Terra Firma’s visual identity and presentation materials were revamped to support the organisation’s activities and expertise. The sharpening of the visual identity, presentation materials and animated video tell the story concisely.

The story is wrapped around impact. The materials tell not only the story of the problem and the solution, but also the broad chain of positive impacts that, when understood, gives new meaning to supporting Terra Firma’s work and makes donors want to be part of the solution.

 

THE STORY WAS ALSO ENCAPSULATED IN TERRA FIRMAS’S BRAND IMAGE

The company’s long name was aligned on three lines in the logo, giving each word that describes the company’s work a meaningful emphasis. The logo was accompanied by a sign that is at once strikingly symbolic and concrete. The frame around the water droplet depicts a water tank where water collects from the roof. The upper part of the logo is a wavy line representing both the surface of the water and the profile of the metal roof. At the heart of it all is water, circulating in a new cycle that benefits people, homes and the urban environment.

The visual storytelling needs were addressed by combining strikingly authentic photographs with a simple, more technical illustration style. Authentic subjects and the presence of people in the photographs add warmth and impact. The informative illustration style chosen brings clarity to the narrative of technical solutions and multiplier effects.

We can’t control the rain, but we can channel it to benefit people and the place they call home.

“”NOT BEING FAMILIAR WITH THE WORLD OF MARKETING, WE DID NOT KNOW WHAT TO EXPECT, BUT WE WERE VERY EXCITED TO LEARN AND WATCH THE PROCESS REVEAL ITSELF INTO A LOGO, A VIDEO, AND CLEAR/CONCISE LANGUAGE. FABRIK’S RESPONSIVENESS, ATTENTION TO DETAIL, AND COLLABORATIVE PROCESS WAS VERY APPRECIATED. THANK YOU! ” “

Mark Weinhold, President , Terra Firma Water Collective

Terra Firma Rainwater Collective was selected as Fabrik’s Pro Bono partner for the autumn 2023 call.

As a B Corp certified company, we direct 3% of our annual revenue to work where we donate our expertise to create a positive and measurable impact. Read more here.

Interested in making sustainability a credible part of your business?

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Jonna Ekroos

Chief growth officer, B Leader, Partner

0505978183 jonna@fabrik.fi

VR Group
Päärautatieasema
Eliel 150

Starting point

The 150th birthday of the architect of Finland’s Central railway station, Eliel Saarinen, was in the 20th of august 2023. This special moment was to be honored in a special way with the citizens. But how?

Solution

The Central railway station is a landmark every Finn knows and up in its tower are located the most viewed bells in Finland. Throughout its existence it has only lacked one function: its bells have never been rung. Now if ever was the time to celebrate Saarinen’s birthday and give the bells a sound.

This mission was given to Artlab Studio’s melodic genius, Tuomas Skopa. For inspiration the names Sibelius and Merikanto were mentioned – the same people Saarinen listened to while he was designing.

The ringing of the bells was broadcasted live by MTV, Yle, Iltasanomat, Iltalehti and Helsingin Sanomat amongst others

“THIS UNFORGETTABLE EVENT EXCEEDED ALL OUR EXPECTATIONS. DOING SOMETHING ROUSING WE CREATED A HISTORICAL PHENOMENON WORTHY OF THE STATION AND A NATIONAL VISIBILITY. NEITHER OF THESE THINGS YOU CAN BUY. “

Jani Jääskeläinen, VR Group

Results

A straightforward planning and production brought an audience of a million. The ringing of the station’s bells appeared in national news broadcasts and countless articles – not to forget social media content and coffee table conversations. These signs proved that we succeeded in our target to cross the news threshold by doing something extraordinary.

The event was noted week earlier for example in Iltalehti, Iltasanomat, Helsingin Sanomat, Yle and MTV. At the zero hour, the event was watched by – in addition to thousands of people – several cameras from the earlier mentioned companies: they captured the moment live on air. In the interviews the celebration was to be linked to the future strategy of the station. Additionally, we raised awareness of developing the future of the beating heart of Helsinki’s architectural gem.

MEDIAHITS IN ONLINE MEDIAS, WEBSITES AND ONLINE MAGAZINES
82
PEOPLE WITNESSING THE EVENT ON THE SPOT
1 000
MONEY SPENT ON MEDIA
0 €

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Ville Timonen

Creative Director, Partner

0504120368 ville@fabrik.fi

The Helsinki Central railway station
Stadin sydän

Starting point
The Central railway station is not only a national treasure, an iconic landmark and a several times as the most beautiful railway station awarded architectural gem, but also by far the busiest building and business location of Finland. Every Finn knows the Central railway station of Helsinki, and the stone men guarding the main entrance.

As we started our partnership, this well-known and emotive brand didn’t have a clear direction nor a holistic plan to promote sustainability. It had maintained its position through conscientious care and keeping up with the times but was also full of potential for more – from the viewpoint of tourists, residents, owners, and the urban culture of Helsinki as a whole.

In today’s online world, which is vital for the service experience, the Central railway station relied almost entirely on visitors’ stories and mentions on travel sites or articles. It had no website nor active social media channels.

Our brand film for the Central railway station and its partners articulates the station’s iconic position at the heart of our nation

Solution
To lead the Central railway station to its second century with the best condition of its existence, a development program was launched in the station’s Property Unit. But the planning, strategies, programs and visions can’t turn into decisions, changes, achievements and impact until the society is inspired to take part.

Because of its cultural and historical value, from the start we have involved stakeholders to the project in a large scale, for example Museovirasto, Helsinki City, architectural community and of course the customers of the Central railway station. Extensive stakeholder surveys and a materiality assessment were carried out as a base for the sustainability program. The program itself focuses not only on zero emission mobility but also on minimizing the Station’s own environmental and climate impact, creating an equal experience of safe space for all, increasing transparency, and promoting awareness of the building’s cultural and historical uniqueness. Channels for communication and dialogue have been used according to situation and need, from Power Point presentations to events and social media channels.

The online presence of the Central Railway Station has been built step by step. In addition to launching the service website and taking over the social media, attention has also been paid to the accuracy of the information on the service sites used by tourists.

The visual identity we have designed for the Central railway station is repeated in all marketing and communication

Results

According to the latest visitor survey, the image of the Central railway station has clearly moved to the right direction. The station is most appreciated for its architectural value and its new restaurants.

The website, päärautatieasema.fi, which has also won an award at the Finnish Web Awards, has in two years reached a position where it already serves more than 50,000 visitors a year.

On Instagram and Facebook, the Central railway station’s social media content reaches tens of thousands of people every month. In just a couple of years of its existence, the Central railway station’s social media accounts have already gathered a highly engaged following group of thousands of people.

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Perttu Kouvalainen

CEO, Partner

0400570270 perttu@fabrik.fi

Abloy
Sustainable Future, Built on Trust

Starting point

It’s not too much to say that ABLOY brand is a part of being Finnish. Almost everyone from Hanko to Nuorgam has an ABLOY key in their pocket and that has been the case for many decades. The kids in 80’s and 90’s wearing a traditional ABLOY Classic neckband even produced a new Finnish word: key children. The well-established position has been confirmed with Abloy’s skill to renew themselves and be ahead of their time when it comes to digital solutions, which increase accessibility ja controllability. Therefore, it’s only natural, that year after year ABLOY keeps their top ranked place of the most respected brands in Finland; they have had the second place in 2022 and 2023.

Known as the pathfinder of safety and locking, ABLOY has also been a forerunner in social and economic sustainability. For several decades, they have done fruitful work for staff’s well-being and safety. It is visible in Ikämestariohjelma (Agemaster program), which is a model example of work-life balance and job comfort. A large development project to reach ISO 14001 -economy certificate started in 1997. The factory of Joensuu has been free of landfill waste from the year 2017, the district heating has been carbon-neutral and the electricity has been 100% from renewable sources all the way from 2013. As a part of ASSA ABLOY group, controlling and reporting the supply chain has been systematically developed more sustainable.

For many, the meritorious work came as a surprise. Therefore, Abloy’s sustainability work needed a clarifying and put-together core thought, and a tight bond to ABLOY brand – a clear story of what sustainability means to Abloy, its customers and stakeholders, and easily readable communication about the freshly done carbon roadmap and carbon footprint calculation.

Solution

The effects of Abloy’s work and commitment to sustainability were given the spotlight they deserved. The goals, strategies and daily choices were talked about proudly and with a recognizable visuality. Still, sustainability must not only be viewed on its own but – such as with their operations – as a natural part of every subject.

The first output were the essential information on the website, online-events’ visual elements and the supporting material for communication. Step by step the theme will integrate more to the ABLOY brand and become a natural part of the communications inside and outside.

Results

The talk of put-together vision and visualized communication was clearly needed in the organization – the update had a great reception in Finland and globally. Abloy’s staff even made content of it to their own social media accounts. In addition, Abloy’s marketing team has received requests for several kinds of materials after the publication.

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Timo Kupiainen

Impact Strategist, B Leader

0400439200 timo@fabrik.fi