Work / Finnvera
Finnvera
A little optimism can start something bigger.
- Client
- Finnvera
- Project
- Kasvu ei synny yksin
- Year
- 2024–2025
- Sector
- Public financing
- My role
- Strategy, concept and copy
- Themes
- Growth, Behaviour, Culture
- Sheet
- 09
I helped turn Finnvera’s role in financing growth into a warmer cultural idea, rewriting familiar Finnish sayings as encouragement to invest, build and grow.
01 Society
The emotional side of growth
Business growth asks people to commit. It can mean investment, new responsibilities and a step into unfamiliar territory. Finnvera has a practical role in helping Finnish companies take those steps. The brand work explored how that role could feel more approachable and encouraging.
The opportunity was rooted in a familiar part of Finnish culture: the sayings that shape how people talk about ambition, caution and what might happen when someone reaches further.
02 Story
The missing piece of optimism
Within the broader Puuttuva palanen optimismia approach, I worked on strategy, concept and copy for “Kasvu ei synny yksin.” The campaign expressed growth as something made possible through partnership.
We rewrote familiar sayings with optimistic endings. The recognisable language created an immediate point of connection, and the new ending invited people to imagine a more hopeful outcome for their own business.
Finnvera’s missing-piece device connected the emotional idea to its practical role. The message gave the organisation a place inside the story of a company’s ambition: a partner helping make the next step possible.
Joka kuuseen kurkottaa, voi unelman toteuttaa.
03
An idea that travels
The autumn 2025 campaign carried the idea into a brand film and campaign materials. Its strength came from a repeatable relationship between language and visual identity. Each execution could introduce a fresh expression while contributing to the same overall message about growth and support.
One line captured the approach: “Joka kuuseen kurkottaa, voi unelman toteuttaa.” Its familiar opening led into an encouraging possibility. The execution won the November–December 2025 Kuukauden aikkarimainos competition.
04
What I contributed
I connected the strategic role of the brand with the cultural idea and wrote the language that brought it to life. The result was an approachable campaign platform for talking about a consequential business decision: choosing to grow.
- My role
Strategy, concept and copy for “Kasvu ei synny yksin”.
- What we created
- Campaign strategy
- Concept
- Copy
- Brand film and campaign materials
- Recognition
- Winner, Kuukauden aikkarimainos, November–December 2025.
