5 Unusual Ways to Build Brand Connection–Tips from Helsinki Design Week
Capture hearts and minds with vibrant visuals and a strong concept. These takeaways from the largest design festival in the Nordics will transform your brand. Read until the end.
I've always been fascinated by identities. Like branding, they help us navigate social landscapes, embodying different roles and attributes that align with our aspirations and values. It's a dynamic interplay between authenticity and perception, shaping not only how others see us but also how we see ourselves. We choose the story we tell ourselves.
Inspired by this complex topic, our artist group crafted plywood masks displayed in a public park during Helsinki Design Week. In addition, we encouraged people to write down secrets for ‘the Pipeline of Trust’. There, those anonymous confessions were available for anyone to see. They left me speechless: “I have had three abortions… I lied in court because I was ashamed of the truth… I’d like to leave this place and not tell anyone – and maybe come back one day.”
This participatory installation was a success, and my artwork was praised.
“They are charmingly cute!”
“So wonderful! Amazing colours.”
“Love!! I’d like to see these as a pattern design.”
Here are my 5 takeaways from this popular installation for any business or brand.
❶ Show up in an unusual context
We don’t expect to see pop-up art in a park. What is a location where you will stand out naturally as your customers don’t expect to see you there?
❷ Get them involved
Participation is like a party and the more the merrier. But remember, people won’t attend a boring affair.
❸ Shh… Secrets are compelling
Break tabus, tell the unthinkable, or even better, get people to share their secrets.
❹ Keep it simple but deep
A good concept is quick to grasp yet multi-layered, like charismatic people. The longer you spend with them, the more fascinating they seem.
❺ Visuals matter (the most) and the first impression is critical
Like it or not, we judge a book by its cover and make decisions based on appearances. Make sure your brand is a showstopper and not a wallflower.
I can help your brand blossom. Let’s discuss. Get in touch.
► elina.holley@me.com, +358445552457