Senaatti-Kiinteistöt

Five years ago, in 2020, I had the privilege of rebranding Senaatti-Kiinteistöt together with my team at Valve Branding Agency. Since then, the world has changed massively. These changes have also shaped Senaatti, its strategy, services, and role in Finnish defence. It was time to make that transformation visible in Senaatti’s visual identity, and I was more than happy to develop, enhance, and take it to the next level.

 

The goal for the refresh was to keep the foundation of the brand the same – the logo, typography, and colours – but renew its visual language and imagery. According to its new strategy, Senaatti wanted to be seen as an approachable and responsible organization.

 

The strength of the identity lies in its versatile visual language, the graphic shapes. Instead of reducing that, I defined new ways to use it: harmonizing patterns and shapes to create a more balanced and refined impression. Combined with lighter tones, the new visual language feels softer, yet still distinctive.

 

To strengthen the sense of approachability, I placed people at the heart of the imagery and created new photography guidelines to support that.

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My role: AD, Concept Design, Graphic Design