01 Project overview

Category/Industry: Sports & Recreation
Services: Brand Strategy, Visual Identity, Brand Film
Year: 2023

02 Challenge

Rovaniemi Football Club faced the darkest hour of their 70-year history when financial difficulties and relegation had led their supporters to lose faith with the club.

This was when the club approached us for help. They wanted to create a new beginning, restore faith with their supporters, balance their finances and eventually win back the trust of the entire city.

03 Strategy

We wanted to focus on community and a better tomorrow. We quickly created the first steps that would grow into a long-term strategic partnership.

We couldn’t have corrected our course so quickly without their support. Their work made our changes visible while respecting the club’s legacy. We are extremely grateful for the collaboration, as the results are stylish and will stand the test of time.”

Matti Poikajärvi, chairman of RoPS

04 Creative Solution

Our approach was entirely based on the idea of a new beginning. From the start, it was obvious that rebuilding trust would take time, effort and consistency. But RoPS has a strong heritage, so we wanted to remind people of their history while creating a clean break from past mistakes.

05 Implementation

A New Beginning, campaign

The management of RoPS approached us in late 2022 and asked for help. They had booked a full page ad in the local newspaper Lapin Kansa and needed an uplifting idea. 

We created the Uusi alku (A New Beginning) concept where supporters and local companies could donate to the cause and have their names included in the ad. When viewed from a distance, the names show a highlight from the club’s history: winning the Finnish Cup. The ad was published on the last day of the year as a symbolic gesture, welcoming 2023 and the upcoming changes.

Brand strategy and visual identity

A fresh start requires a new strategy. The club worked with an extensive network of volunteers and stakeholders to form their vision.

As their strategy took shape, our work began with the brand strategy and visual identity. We created the main messages, brand story and tone of voice. 

They shaped RoPS’s new strategy into something we can communicate. We wanted to stand out with a narrative that people can relate to, something that speaks for our beloved hometown. The public response tells us that we have done exactly that.”

Terhi Wimmer, part of RoPS’s marketing group and HR director at Pohjolan OP

We chose the North Star as our key message, as it is actually a cluster of stars that shows where True North lies. The main message is “Me olemme Pohjantähti” (We Are the North Star).

Applications

Brand film

We produced a brand film that uses the ethos and elements of the brand strategy to convey a narrative, inspire engagement and establish the first steps on the long road ahead.

06 Impact

A New Beginning has been an outright success. The club has been able to secure capital, manage their debts, and create enthusiasm among their supporters. At the end of the year, their men’s team was promoted in the Finnish football leagues. Despite facing near catastrophe, the local community helped the club brave the dark and see a new dawn.

TEAM

Project lead & creative: Miikka Niemi
Project manager: Salla-Mari Koistinen, Tarja Väyrynen
Art director & designer: Toni Rantanen
Creative designer: Venla Valmu, Joni Pekkala
Copywriter: Olli Oilinki
Content producer: Henry Kestilä

Client: RoPS – Rovaniemen palloseura, Matti Poikajärvi, Taina Torvela, Terhi Wimmer, Anne Raja-Hanhela, Jari Näsman

Film Production Team

Creative director: Miikka Niemi
AD & copywriter: Venla Valmu
Copywriter: Olli Oilinki
Executive producer: Maria Gullsten
Producer: Marjo Markkanen, Anni Hurme, Salla Liukko
Director: Toni Kauppila
DOP: Ilmari Mannermaa
1st AC: Niko Juntunen
Sound mixer: Heikki Illikainen
Editor: Henry Kestilä
Sound & music: Janne Airaksinen