How Fin­nish studio Werk­lig part­nered with the Helsinki City Mu­seum to put emo­tion at the heart of its new brand iden­tity

Computer Arts - - Contents -

How Fin­nish studio Werk­lig put emo­tion at the heart of the Helsinki City Mu­seum’s new brand iden­tity


The project first be­gan in March 2015, when the Helsinki City Mu­seum ap­proached us about the work. They were talk­ing with a few agencies and stu­dios, but a cou­ple of weeks af­ter our dis­cus­sions, Werk­lig was cho­sen as the mu­seum’s de­sign part­ner.

The mu­seum was re­open­ing in a new lo­ca­tion and the client had a clear vi­sion of how they wanted to evolve as a brand. We re­ceived a com­pre­hen­sive brief, in­clud­ing a lot of re­search and back­ground ma­te­rial for us to use, so it re­ally was a plea­sure to work from such a solid base. There were some gaps in the data, but we were soon do­ing our own re­search to find out ex­actly what we needed.

The mu­seum’s old brand­ing didn’t stand out. Other than that, it’s hard to say there was a lot wrong with it, but they felt it didn’t cap­ture the essence of the mu­seum. In essence, the mu­seum wanted a higher pro­file, and they wanted their unique ap­proach to mak­ing history ac­ces­si­ble trans­formed into a tan­gi­ble iden­tity. Werk­lig’s role would be to cre­ate that iden­tity. Where and how the iden­tity would be ex­pressed wasn’t spec­i­fied in the brief, but we ran with it.

The chal­lenge was twofold: get peo­ple’s at­ten­tion vis­ually and in terms of con­tent; and vis­ually cap­ture the feel­ing that the mu­seum would give vis­i­tors. The mu­seum is very fo­cused on both emo­tion and feel­ings.

We were thrilled to win the work. For us it was a dream project. Werk­lig doesn’t have a set ap­proach to projects like this be­cause ev­ery brief is dif­fer­ent, but we planned each stage and as­signed each of them a dead­line. This project was go­ing to be our chance to de­sign some­thing re­mark­able.

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