Mehiläinen · Brand concept · Tone of voice
Elämä tehtävänä.
On a Lifelong Mission.
A healthcare brand needs to stand for something bigger than the services it provides.
When we set out to develop a new brand concept for Mehiläinen, we wanted to find an idea that could bring its purpose to life.
The result was Elämä tehtävänä — On a Lifelong Mission.
Developed together with the creative team, the concept gave Mehiläinen a new direction for its brand communication. I was responsible for shaping its final verbal expression and tone of voice.
I continued working on the brand’s advertising and campaigns over several years, helping bring the concept to life across different executions.
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