The brand’s defined strategic vision and attributes — visionary, human, and dedicated — guided the design of the visual identity. 

Hannes Snellman’s logo features the sleek and modern sans-serif Lynstone font, which has been customized for the logo. Subtle details — such as slightly right-leaning legs — add a refined touch of sophistication. The logo's two-line layout enhances its dynamism. A monogram from the letters H and S has been designed for use in situations where the full logo isn’t needed.

The typography combines elegance and tradition, with a functional touch. High-quality, thin-lined, and versatile sans-serif font Lynstone, familiar from the logo, is paired with the approachable serif font Aime. Aime is primarily used for headlines, adding elegance and a nod to tradition, which reflects the company's long history through its stylistic details. Lynstone, on the other hand, epitomises modernity with its clear, functional design, providing contrast to the serif font.

The color palette draws inspiration both from the history of the company and vibrant Finnish nature. The colors feature five brand colours along with white and black. The dark green in the palette pays homage to the brand color that was part of the company's identity in its early days. 

Brand images, shot by Mikko Ryhänen, enhance the personality and recognisability of the visual identity, communicating the attributes and qualities that the brand aims to convey. The staff photos, shot by Antti Rastivo, align with the visual identity, incorporating brand colors in the backgrounds.

One of the most important touchpoints was the website, which we designed in line with the new identity. The UX and UI development of the site was carried out by Mika Mäkinen.