Branding Zendegii, creators of groundbreaking healthy food products

Me Säätio is a foundation that works to reduce exclusion and promote equality in Finland for children, young people and families. Ilkka Paananen and Mikko Kodisoja, founders of Supercell, wanted to give something back to the society that gave so much to them. They decided to launch a charity that could create a more level playing field for Finnish youth. As a pro-bono project, we helped bring focus and direction to the founders’ passion with a name, brand mission statement and identity. Working with Finnish copywriter, Tiina Kaakkunen, we developed a mission statement: ‘Ei ole olemassa meitä ja heitä, on vain me’ – ‘There’s no us and them, it’s just we’. To bring this to life, we designed a simple blue-and-white identity system, using an open and friendly sans serif typeface, to convey a truly Finnish brand. Me Säätiö is at the start of its journey, working behind the scenes to gradually bring about positive change to Finnish society.