Lieksa brand renewal
A brand that mirrors the rich tapestry of life in Lieksa
Lieksa is a unique border town in Finland whose vitality springs from the surrounding nature. Its neighbourhoods, attractions, and local culture are shaped by its exceptional frontier location and natural surroundings.
At the turn of 2020, we were selected to work on the renewal of Lieksa’s brand strategy and identity. Five years later, the visual identity and messaging are still going strong, proving that good design stands the test of time.
The richly nordic design of the elements draw inspiration from the forests and lakes surrounding Lieksa, as well as the region’s enduring folklore and rich history. The visual world aims to weave a connection between the past and present, translating folklore’s essence into a design language that feels both timeless and contemporary. It strives to captivate with its depth, charm with its warmth, and inspire with its layered storytelling.”
This approach positions the visuals as both a tribute to tradition and a dynamic canvas for modern interpretation.
The fresh and modern logo conveys energy, warmth, and a zest for life. Its iconic and clear color palette, combined with a distinctive design language, enhances recognition and directs thoughts toward the city of Lieksa and North Karelia. With its intriguing and bold expression, the emblem functions excellently as a standalone element, even on large-scale surfaces such as signs and illuminated advertisements.
Lieksa’s visual world is natural, authentic, and clear, weaving a rich narrative that reflects North Karelian and Finnish identity. With a fresh, modern twist on rustic romanticism, it captures themes of people, nature, and urban life, enhanced by textures drawn from both natural and built environments.
The unique graphics, inspired by North Karelian ornamentation, add personality and playfulness to the brand’s identity. These elements seamlessly blend tradition and modernity, creating a visual language that is both versatile and captivating. Whether combined into intricate patterns or used as standalone features, they evoke a sense of timeless storytelling while remaining fresh and contemporary.
The slogan beautifully captures the essence of the Lieksa spirit, so much so that it can be said this process successfully distilled what Lieksa and its identity truly embody at their best.
Lieksa – Where there is wilderness, there is gold.
– Heli Turpeinen
Communications Secretary, City of Lieksa
The collaboration with Ahooy Creative was smooth and full of ideas. The city’s value proposition, shaped during the process—that Lieksa is a city where it is good to grow and where growth thrives—provided a solid foundation for this transformation.
The resulting visual identity, now approaching five years in use, remains fresh and in tune with the times. The logo, inspired by the bow in the city’s coat of arms, is distinctive, clear, and easy to read. The project also included updating the visual identities of the city’s subsidiary companies, creating designs that are unique yet clearly part of the Lieksa family—a result that continues to work well.
In addition to the visual identity, the city launched a slogan that residents embraced from the very beginning. The slogan vividly captures the spirit of Lieksa, so much so that it can be said that this process successfully distilled what Lieksa and its identity represent at their very best:
Lieksa – Where there is wilderness, there is gold.
– Heli Turpeinen
Communications Secretary, City of Lieksa
