Since 2014, Ivalo Creative Agency has been a strategic partner of Metsä Forest, a Metsä Group company. Metsä Forest procures wood from the Group’s owner-members. The partnership aims to improve the entire customer experience. Metsä wants to become a closer and more relevant partner to Finnish forest owners. Thus, Metsä owner-members, i.e. ordinary Finnish forest owners, were engaged to participate in building the brand strategy.