Brand Renewal to Support Growth

Communication Challenges Stemming from Business Transformation

When Hoivatilat Plc, formerly listed on Nasdaq Helsinki, was delisted and became part of Aedifica in May 2020, the company wanted to preserve its dynamic communication culture but also update its value proposition and brand to reflect a new market position. With a renewed business model, Hoivatilat no longer limited itself to care or early childhood education facilities but evolved into a service community developer, addressing the service and space needs of entire cities in a versatile and urban-conscious way.

The goal was to shift the company’s image from a builder of individual care facilities to being recognized as a developer of projects for growing urban centers. A brand renewal was deemed essential to strongly communicate Hoivatilat’s new strategic position: one that integrates care, education, and community services into an urban context. At the same time, the company sought to create a meaningful, distinctive, and long-lasting brand promise.

Research, Workshops, and New Brand Elements

Luova Työmaa was invited to create a brand and key messages that matched Hoivatilat’s new position. The foundation of the renewal was a deep understanding of the market and the key drivers shaping the future. The chosen method was Luova Työmaa’s brand path, where research and interviews generate strong insights that serve as the basis for the design process.

Luova Työmaa interviewed a wide range of Hoivatilat decision-makers, explored the customer landscape, and consolidated findings and conclusions in joint workshops with Hoivatilat. The guiding principle of the workshops was to identify a wide range of opportunities that align with the client’s expertise and business, and then distill them step by step into a clear focus. Through this process, the most important, winning elements and key messages of the brand and communications were discovered, just as in Hoivatilat’s case.

In the final stages of the brand work, the central core message was created: the promise “Alusta onneen” (“A Platform for / From beginning to Happiness”). This symbolized both the coverage of users’ well-being across their life cycle from childhood to old age, and Hoivatilat’s role as a platform for multiple providers of care and well-being services. Luova Työmaa ensured that the new identity and core message were consistently implemented across websites, materials, videos, and all marketing communications.

Strengthening the Desired Market Position

The brand renewal reinforced Hoivatilat’s business objectives by creating a strong promise and perception of the company as a comprehensive partner in urban development. The revamped communications successfully reached the strategic target audience. Today, stakeholders from municipalities to wellbeing services counties and on-site operators recognize Hoivatilat’s role as Finland’s leading urban developer and enabler of service synergies.

In recent years, Hoivatilat has become a major player in the leasing of social infrastructure properties in Finland. Growth is visible in new projects: despite challenges in the construction sector, a significant number of new service home and daycare projects have been launched in 2024–2025, demonstrating Hoivatilat’s strong development dynamics. The company is also known for its sustainability goals and commitment to advancing carbon neutrality, for example through energy-efficient solutions in building projects, further strengthening the brand’s credibility and long-term reliability.

The brand renewal was not a one-off campaign but part of an ongoing strategic partnership. Luova Työmaa has continued to maintain and develop the brand, with cooperation now embedded in everyday operations – delivering consistently strong results.

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Luova Työmaa is a partner in strategic communications and brand building, helping companies clarify their identity and strengthen their market position, while also supporting the implementation of strategies in day-to-day operations. The company’s expertise spans from brand strategy to visual identity, marketing communications design, and continuous content creation across channels. Luova Työmaa is especially recognized for its ability to combine creativity with business impact – building brands that stand out, endure over time, and create sustainable growth for their clients.