The Metropori of Growth

How a communications concept became the future story of an entire city

”We were looking for a partner who could put words to the city’s underlying growth ambition — an ambition often hidden behind the self‑irony typical of people from Pori. Republic helped us crystallize our thinking into a form that sounds authentic to Pori, yet speaks to everyone. The Metropori of Growth concept has provided a strong foundation on which it’s been easy to build a wide variety of content, from podcasts to a full seminar series.”
Minna Heikkilä
Head of Communications, City of Pori

Pori needed a shared and consistent way to talk about growth. The city had a political commitment to growth, major investments and plenty of potential, but the bigger picture lacked a story that was easy to understand and inspiring to rally around. We built Pori a concept that brought the city’s will to grow into one recognisable idea. The concept quickly grew from a communications tool into the city’s shared story of the future.

Our insight

A city is an organisation, but it is also a strong emotional identity. It needed to feel like Pori: direct, bold and self-ironic in just the right way. We understood that Pori needed more than a new way to talk about its projects. It needed a communications foundation that would rebuild belief in growth and get different actors looking in the same direction. Growth had to be put into words in a way that political decision-makers, businesses, residents and the city’s own organisation could all commit to.

Our solution

We built the Metropori of Growth concept through broad participation. The work was based on interviews, meetings and a workshop bringing together representatives from city leadership, political decision-makers, business, entrepreneurs and the cultural sector.

From the jointly chosen direction, we created a concept, story, core messages and visual identity. Kasvun metropori was built around Pori’s three growth drivers: population growth, business growth and the growth of human capital.

The concept made visible what Pori already had: industrial history, new industry, businesses, talent, students and huge growth potential. Our job was to turn this fragmented whole into a shared direction.

Our impact

Metropori of Growth quickly grew into something bigger than a communications concept. It was widely adopted within the city organisation and across the partner network. Eventually, it became the headline for the entire city strategy of Pori.

The concept has been used in investment messaging, strategy communications, public statements by city leadership and marketing materials. It has taken shape as a podcast, seminars and a strong presence at SuomiAreena.

Our work helped Pori talk about its growth in a way that sounds like the city itself and invites different actors into the same story.