”Our collaboration and communication with Republic worked extremely well. They managed to get even those employees who were initially less enthusiastic excited about the new strategy and the way it was articulated. The end result has received widespread praise.”

Eeva Hietanen
Communications Manager, Port of Helsinki

The Port of Helsinki updated its strategy, and our task was to turn the port’s significance into a compelling story that would resonate clearly with all audiences, from consumers to partners. We helped launch the new strategy internally through a game and externally with the new Along Every Journey brand concept.

Our insight

We started with an internal launch so the organisation’s employees would be the first to embrace the strategy. But how could we make the strategy understandable and meaningful to everyone across the organisation? We recognised gamification’s potential and designed a strategy game for the Port of Helsinki that made the new strategy accessible and relevant to everyone. We designed the game and its written content and coordinated the technical implementation together with an external partner.

Our solution

A key challenge in the project was finding a way to involve employees in shaping the strategy communications. To address this, we designed workshops together with the client. This ensured that the insights we gathered were relevant while also inspiring employees to take an active role in the process. The foundations of the brand renewal were likewise created through close collaboration.

For the external launch, we created the new Along Every Journey brand concept, highlighting the port’s role in the everyday lives of us all, from the goods we rely on and the leisure trips we take to building a more sustainable future.

To support the new brand concept, we sharpened the Port of Helsinki’s brand identity both verbally and visually, enabling it to communicate information and emotion more powerfully. The refreshed brand brings the key elements of the strategy to the forefront. A new photography concept and new brand imagery ensure that the Port of Helsinki’s visuals and key messages tell the same story, while the updated logo, typography, colours and visual elements bring the brand firmly into the present.

Our impact

Our goal was to give everyone who wanted to contribute the opportunity to help shape the language of the strategy communications, while ensuring that the entire organisation could internalise the new strategy through the game. The strategy game was so well received that it was also adopted as part of the onboarding process for future employees.

We achieved our employee engagement objectives, and the new strategy received a positive reception. The refreshed visual identity was aligned with the language of the new strategy and supported its successful implementation across the organisation.

The entire campaign was delivered on budget and on schedule, supported by close account management and project management. We prepared a separate budget for each phase and closely monitored costs throughout the project.

What we did

Brand concept
Concept design
Marketing concept
Art direction
Visual identity
Photoshoot planning
Communication concept
Communication plan
Marketing materials