Creative Designer Essi Raivio Joined Vapa in Early Autumn to Strengthen the Brand & Social Team. Essi, who has built her career in marketing as a copywriter and creative designer, brings experience in both brand design and continuous content production—skills she now gets to apply at Vapa.
As a copywriter, strong customer insight and empathy are valuable. Essi channels these abilities in a very concrete way in her work.
“No one but a copywriter can say they hear voices in their head without sounding crazy. When I write something for a client, I actually build a character for the brand in my head—someone with a personality and a specific, concrete voice, “Essi laughs.
She sees this kind of external perspective on a brand and its customers as valuable for the brand itself. Sometimes, an internal viewpoint can be too entangled in daily operations, and that’s when an outside professional’s role is to broaden the view.
“Our job is to constantly remind and gently challenge what we really want to do. Do we want a purely tactical campaign, or could we expand it to build brand perception? Often, once we start digging, we realize we’re solving the completely wrong problem,” Essi points out.
Vapa was still a relatively unknown agency to Essi, but it has left a positive impression. She has especially appreciated the very low hierarchy—particularly in the ideation phase. A good idea can come from anyone.
“It really feels like opinions are heard and others’ ideas are genuinely interesting. It’s fun to throw out ideas when you can see the team gets excited about them,” Essi says happily.