The voice of its people.

"I’ve had the pleasure of working alongside Pete on many different collaborations, and I can honestly say he’s a rare talent and incredible creative sparring partner. Whether we’re tackling big branding projects, shaping narratives, or crafting the tone of voice, Pete brings an amazing ability to bring big ideas to life. He’s a master with words, always finding fresh, interesting and distinct ways to make strategic thinking sing in creative executions. Pete’s a true asset to any team."

Luca Picardi, Strategy Director, Kallan

Social

We also defined the global channel strategy of the MyHelsinki Instagram page, looking at why, how and what type of content should be used, with example creative. Following this, today the MyHelsinki feed is regularly telling great stories with confidence and dry humour. Previous content averaged likes in the high hundreds, and now it's well into the thousands.

Guidelines

Here are a selection of pages from the guidelines we delivered. They aim to codify 'how to speak like a Helsinkian', so anyone writing on behalf of the city can write like a local.

I love city branding and taglines. Places are some of the most personal, idiosyncratic ideas that humans hold. How we express a ‘place’ that’s inhabited, visited and intimately known by millions of people is a fascinating challenge. One of my favourite to date.