Liini Agency helped SESKO, the electrical engineering standards organisation, to find an updated look and voice for the brand. At the same time, SESKO's website was revamped, and the collaboration continues with the visualisation of the strategy.
SESKO is a national standardisation organisation for the electrical engineering sector, whose experts help Finnish technologists to develop standards, create new solutions and anticipate future practices. Together, SESKO and its extensive network of experts create standards for the electrical and electronics sector that promote the competitiveness of society in a sustainable way and ensure safety,
system compatibility, and global product mobility.
SESKO's new Strategy 2030 was the starting point for the rebranding, with the key objective of leading the association and its network of experts towards success and the most competent partnership in electrical standardisation. In order to achieve the set strategic objectives, it is necessary to reach a wider range of experts and partners through understandable and accessible communication.
Standardisation has traditionally been seen as a dry area where the benefits are not always crystal clear, for example to new entrants and organisations, and it was this interest and relevance that was particularly important to highlight. A new voice was found for SESKO, which relies heavily on the factual nature of the electrical sector, but which, with the new look, makes the brand more accessible to Sesko's key stakeholders.
The rebranding took the form of a campaign page on naetulevaisuuteen.fi, which acts as a kind of gateway to SESKO's services. The website itself also underwent a makeover to reflect the new strategy and brand. A particular focus of the website redesign was to make it customer-oriented
visitors and as easy to use as possible for administrators.
During the project, a "rocket man" was also created, whose role has since become established as SESKO's brand mascot. The character sums up the boldness of Sesko's new brand image.
- None of us would have thought of embodying the brand through this "rocket man" character, this was really good thinking outside the box," says SESKO's Anna Tanskanen.
The story of the Rocket Man will continue, as the character would be used in the ongoing strategy visualisation work, in which Liini is also heavily involved.
This work started by condensing SESKO's strategy and making it more understandable: the multi-page description was reduced to five main points. The aim is to ensure that the strategy is communicated to staff and 500 experts as smoothly and comprehensibly as possible. This will be done using visualisation tools such as PowerPoint presentations, moving images, a website - and the familiar rocket man.
"I'm pleased with the look and feel of the new brand and the website, and the feedback we've received has also been positive. Liini's strength is the combination of branding and content production with a more technical website design, a combination not found from every digital agency."
Anna Tanskanen
CEO / Sesko
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