Finnair Rebuilding competitive advantage through brand evolution
After the Russian airspace closed, Finnair lost a key competitive advantage. A new corporate strategy was introduced, focused on creating a stronger customer experience, strengthening domestic operations, driving growth in Europe and building an organisational culture based on unity and effectiveness.
The challenge
Finnair faced challenges with its brand on two fronts. With the closure of Russian airspace, Finnair lost a geographical advantage that allowed for a network efficiently connecting megacities in Europe and Asia.
In addition, the beginning of the strategy period was interrupted by industrial actions that resulted in flight cancellations and disruptions to customers, particularly in H1 2025. This had negative implications for both the trust employees and customers placed in the Finnair brand and Finnair’s brand image.
The work
We developed a brand strategy, including the brand positioning, brand promise and creative mission.
The strategy was implemented across:
- Storytelling (internal and external)
- Marketing communications
- Company values
- Employee and customer experience
- Leadership narrative
- Identity and service design in collaboration with other agency partners
Execution included
- Brand launches in Finland and globally
- Integrated campaigns
- Internal launches and communication concepts
Brand launch in Finland
Siivet, jotka tunnet
Internal launch and communication concept
Customer experience: Finnair Music
As part of Finnair’s renewed brand strategy bringing Finnishness to the centre of the customer experience, we designed new Finnair music from audio strategy to execution and launch.
In collaboration with:
Music Supervisor Leo Niemi
Lauri Porra
Identity and service design
In collaboration with:
Aivan
Adventure Club
