Unifying the employer brand of Finland's largest employer

The City of Helsinki employs people across an exceptional range of roles — from engineers and directors to gardeners. But there was no single, unifying narrative to communicate the value of working for the city across all these roles.

Vapa designed and produced a comprehensive employer brand handbook built around a central creative concept: 'We Make Helsinki' (Me teemme Helsingin). The concept centres on the shared pride and impact of every city employee. Vapa rolled out the concept with a distinct visual identity across multiple channels, including highly visible outdoor advertising.

The 'We Make Helsinki' concept gave the City of Helsinki a powerful, unified employer brand — creating an emotional connection across the full diversity of its workforce and turning a complex organization into a single, compelling story.