A spark of joy and imagination

Annantalo has a rich history as a hub for children's art education, but it required a fresh identity to align with modern expectations and expand its reach. The goal was to differentiate from other cultural institutions by emphasizing its dedication to artistic exploration and creativity for children. We held workshops with Annantalo’s staff and children to help shape the new direction.

Annantalo’s identity is portrayed as playful, experimental and bold. It should feel accessible, fun, and experimental – the new visual identity incorporates a new set of characters that bring a more approachable character to official Helsinki City brand. The key message is “Annantalo – the most original place in the city,” highlighting the centre’s role as a creative hub for young people. The new slogan, "Creativity plays here," encapsulates this playful and inclusive ethos. The lively illustrations of custom characters were created with input from the children, and given a warm, welcoming tone.

The new marketing and communication concept makes Annantalo more accessible and appealing, with a clear and engaging brand identity that speaks directly to its core audience—children and their guardians. By differentiating itself from other cultural institutions, Annantalo can now make a stronger connection with both an existing and a new audience, resulting in a higher engagement rate and helping to cultivate a more vibrant, inclusive, and creative space for children in Helsinki.