“Tele Finland is a Finnish “no frills” mobile virtual network operator and part of TeliaSonera Finland. Tele Finland had gone through an extensive rebranding process in late 2011 and early 2012. They outlined their new brand proposition caring, safe and easy. This requested for a major visual brand rewamp. Werklig was approached by Henrik Lehtikangas for being part of the visual rebranding team.
“Tele Finland’s advertising was well known by from the cartoon characters: Tele Finland Man and Ropo-squirrel. These characters had helped them to differentiate from other operators but they weren’t to lead the communication of their new brand proposition. Instead a real-life solution was requested.
“A new slogan had already been laid out internally. “Mitä sinulle kuuluu” or in English “How are you doing” communicates their core message of being caring, safe and easy. Furthermore, this needed to be translated in their visual brand communcation, as well.
“Together with creative director Henrik and creative agency Leroywe first created a new logo for Tele Finland. It is a fusion of speech and thought bubble and translates to ‘tell me what you think of’. By design the logo is easy-going and straigthforward and easily approachable.
“For a massive variety of usage, brand needed a wide variety of colours as well. The whole colour palette is combined of warm colours further communicating the care and warmth. Operator needs to communicate a bunch of different features and prices in line with the brand, therefore a wide array of graphic elements were also designed. Colours and graphic elements were given distinctive Finnish names.
“The further differentiate the brand and add originality we assignedJaakko Suomalainen to create a new, distinctive heading typography based on our rough designs. The bespoke typography was then named as Ropo Sans, hence bearing the heritage of those cartoon characters but looking into future without them. The type is vernacular, bold and easily recognisable.
“After the creative phase, Werklig was then assigned to create a comprehensive visual brand guidelines, instructing the usage of all visual brand elements, including also the use of images and photography. These guidelines are being used for all visual brand communication for Tele Finland.
“The whole assignment has been a tight collaboration together with Henrik Lehtikangas and Leroy. Tele Finland advertising is made by Adsek.”
Designed by Werklig