Lapland’s Wellbeing Services County Lapha was in a predicament: how can they improve their employer brand amidst layoffs?

Project overview

Lapha needs to maintain workforce morale, attract top professionals, and keep up their image as a desirable employer. With budget cuts present and looming, this is a tall order. We helped them sculpt a strategy that would steer them through the storm.

Challenge

Since Lapha’s employer brand has taken a hit due to budget cuts and layoffs, we needed to find where their strengths and weaknesses lay. That is no mean feat in an organisation such as Lapha: they are the biggest employer in all of Lapland.

Strategy

Workshops and meetings laid the foundation for our creative work. We delved deep into their various roles and functions and sought out a common thread from a diverse group of individuals. With this, we took on their entire employer brand.

Creative Solution

We created a brand book that contains the essence of our work: differentiating factors, tone of voice, slogans, messages, and visual identity. We went for bold statements and genuine care as well as a modern yet warm look.

Implementation

The visual identity benefitted from our previous work with Lapha: our AD Toni Rantanen created an engaging look that fits in with their existing identity. Logos, colors, and typography for various use cases and contexts were carefully considered and provided for.

The main slogan is “Huiput kohtaavat”. It continues a running theme and juxtaposes peak professionals with Lapland’s summits. We also created a brand story and supporting copy that will help with their communications.

The supporting slogan “Ihmisten aika ei ole ohi” draws on human connection in the age of AI, and “Rohkeus on Lapin luonnonvara” reminds prospective employees of our greatest natural asset.

Impact

While Lapha’s employer brand is still in rough waters, we have provided tools that will help navigate the storm.