01 PROJECT OVERVIEW

Pellopuu needed help updating their brand fundamentals as well as their online presence. Our collaboration evolved naturally into a continued partnership with Flatlight as a Service (FAAS).

Category/Industry: Product marketing
Services: Brand & Identity, Marketing communications
Year: 2025

02 Challenge

Pellopuu, a specialist in modern log buildings, has unmatched expertise and heritage in their field. However, their brand and online presence were not on par with their outstanding products.

03 STRATEGY

Upon initial review, we decided against a superficial refresh and delved deep into Pellopuu’s essence with the people who know it best. We sculpted away the excess and boiled the brand essentials down to a brand strategy that will endure over time. We focused on their technical prowess and Northern history, highlighting salient points that distinguish the company in a competitive market.

As we wrapped up the brand strategy, we moved on to working on an effective marketing strategy and updating the company website according to the new brand. When everything was lined up to a tee, we started content production and online marketing as a monthly service.

Flatlight as a Service (FAAS) allows you to access all of Flatlight’s expertise, from film and photography to social media content, visual design, brand strategy, concept creation, and campaign launches.

With Pellopuu, FAAS was a natural continuation of our work, and it helped tap the full potential of the brand renewal. Strategic continuity and long-term collaboration have huge benefits: we can build stronger stories and create genuine prominence. With a monthly plan, we can work alongside you, elevating your content in sync with your schedules. A set monthly budget and clear roles provide ease of mind and predictable reach, allowing you to focus on your core operations.

04 Creative solution

Pellopuu’s messaging and brand story were crafted through the lens of their distinctive history and values. As a Northern company with deep roots, they have adopted and developed technologies that bring wood construction to the 21st century, and we wanted to highlight their origins, progressive mindset, and dedication to their craft.

With a core creative concept and design system rooted in Pellopuu’s Northern heritage, the brand delivers a clearer, calmer, and more premium identity. 

For their logo, we created a clear, timeless Pellopuu wordmark designed to communicate reliability and stability. A calm color palette balances prestige with human warmth by using light natural backgrounds, a strong charcoal primary, and warm orange accents. We then combined a soft, warm serif font with a flexible and readable sans serif.

The new graphic elements include a minimalistic dovetail (lohenpyrstö) log corner, used as a pattern to add rhythm to layouts. A stamp graphic is used to communicate their heritage in storytelling, and the Jättihirsi mask, a responsive shape of the iconic log profile, is used exclusively for Jättihirsi-related content. These elements are used throughout various touchpoints, especially for website design.

05 IMPLEMENTATION

To sum up, we created a brand and marketing strategy, updated Pellopuu’s visual identity with respect, and carried out a full website redesign aligned with the brand’s new direction and look, including all content. 

Once this phase was completed, we began an ongoing FAAS partnership that covers website maintenance, digital marketing planning and execution (content production and paid advertising), reporting, and other creative planning and production work.

06 Impact

Producer Tarja Väyrynen
Creative Design: Venla Valmu
Strategic Design: Venla Valmu
Art Director: Toni Rantanen
Copywriter: Venla Valmu
Graphic Design: Sara Korkala
Content Creation: Aino Ehrukainen & Sara Korkala
Digital Marketing: Sara Korkala