HELSINKI MUSEUM REBRAND
How Finnish studio Werklig partnered with the Helsinki City Museum to put emotion at the heart of its new brand identity
How Finnish studio Werklig put emotion at the heart of the Helsinki City Museum’s new brand identity
THE DESIGN BRIEF Anssi Kähärä
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.