Hang TightScaling
Hang TightScaling
Two campaigns. One new way to look.
A visual language for a 190-year-old company
A visual language for a 190-year-old company
SECTOR
MARINE & ENERGY · GLOBAL INDUSTRIAL
CLIENT
WÄRTSILÄ
ROLE
CREATIVE LEAD · PROJECT MANAGER
LOCATION
HELSINKI
SECTOR
MARINE & ENERGY · GLOBAL INDUSTRIAL
MARINE & ENERGY · GLOBAL INDUSTRIAL
CLIENT
WÄRTSILÄ
WÄRTSILÄ
LOCATION
HELSINKI
HELSINKI
CONTEXT
Wärtsilä's story was always told in capability, engines, propulsion, output. The visuals were then commissioned by external agencies, each one recreating their own understanding of the company. The brand changed shape depending on who held the camera.
Wärtsilä's story was always told in capability, engines, propulsion, output. The visuals were then commissioned by external agencies, each one recreating their own understanding of the company. The brand changed shape depending on who held the camera.
ROLE & RESULTS
I led a two-year programme to redefine how the company represents itself. The idea was simple: let the company be narrated by its own people in the locations the company is globally based. Fifty employees, four countries, one digital wall. Produced in-house and tiered from flagship film to employee-shot pieces — then made it into a codified system called the People · Product · Process · Place framework that photographers, agencies and local teams now shoot to.
52% Engagement increase & 2 Telly Awards for Brand Image.
I led a two-year programme to redefine how the company represents itself. The idea was simple: let the company be narrated by its own people in the locations the company is globally based. Fifty employees, four countries, one digital wall. Produced in-house and tiered from flagship film to employee-shot pieces — then made it into a codified system called the People · Product · Process · Place framework that photographers, agencies and local teams now shoot to.
52% Engagement increase & 2 Telly Awards for Brand Image.
Creative Direction
Creative Direction
Visual Identity
Visual Identity
Campaign Strategy
Campaign Strategy
Art Direction
Art Direction
Photography Direction
Photography Direction
Virtual Production
Virtual Production
Film & Motion
Film & Motion
Production Management
Production Management
VISUAL DEVELOPMENT
VISUAL DEVELOPMENT
A Visually Branded Perspective
A Visually Branded Perspective
A visual directive across how the company visually represents itself, broken down from a 4 P’s Framework.
People. Product. Process. & Place.
Set to provide direction to visual distinctness and led to the visual development of the past 3 years.
A visual directive across how the company visually represents itself, broken down from a 4 P’s Framework.
People. Product. Process. & Place.
Set to provide direction to visual distinctness and led to the visual development of the past 3 years.
VISUAL BRANDING - CREATIVE SYSTEMS
VISUAL BRAND GUIDELINES
VISUAL BRAND GUIDELINES
Defined core visual pillars, anchoring the brand's tone as "Human, hopeful & grounded".
Defined core visual pillars, anchoring the brand's tone as "Human, hopeful & grounded".
EMOTIONAL & GLOBAL BRANDING
VISUAL BRAND GUIDELINES
A brand that reads human rather than industrial. Cinematic, emotional, story-driven.
A brand that reads human rather than industrial. Cinematic, emotional, story-driven.
VISUAL BRAND GUIDELINES
HUMAN-CENTRED
HUMAN-CENTRED
The People Behind the Organization
The People Behind the Organization
Building emotional connections around the company's real people, putting those behind the brand in the spotlight worldwide.
Building emotional connections around the company's real people, putting those behind the brand in the spotlight worldwide.
BRAND ANTHEM
BRAND ANTHEM
Company Purpose
Company Purpose
An emotional story of what the company can do when it aligns with its customers.
An emotional story of what the company can do when it aligns with its customers.