Design for public spaces
Design project: Kela’s brand elements in customer service spaces
A comprehensive concept manual includes brand elements and a clear communication style for the space
Enhanced user experience in diverse customer service points through service design
The nearly 90-year-old Finnish Pension Institution (Kansaneläkelaitos, Kela) invited us to collaborate on the development of the space branding and functionalities of customer service points, as well as the creation of a unified concept manual. The collaboration was carried out using service design methods, engaging Kela’s service environment experts. The goal was to create a concept manual suitable for nationwide use in various types of service and operation points.
Our work in this project:
- Concept manual
- Graphic design
- Workshop facilitation
- Brand description
- Spatial communication
- User-centered methods
- Inclusive and interactive co-development
- Signage plan
The design project began with an observational tour of service and joint service points in the Helsinki metropolitan area. We examined deviations and visible brand implementations, based on which we determined the quantities of spatial elements to be designed for the pilot site. In a joint workshop, we mapped the current state of the brand, brainstormed the target state to support the identity design of the service points, and defined the spatial and communication needs according to different customer groups and types of service points. Based on the co-development process, we defined the colors, materials, and overall design language for the ceiling concept.
Clear, safe, and comfortable transactions
During the design project, several brand elements were designed, including lighted signs, digital display boards with content specifications, brochure and form stands, as well as window and door graphics for both interior and exterior spaces. Some designs were piloted in Leppävaara, Espoo, and the concept manual was further developed based on the lessons learned from the pilot. A unified concept for the brand elements in customer service spaces serves Kela’s customers by providing a clear, safe, and comfortable customer service environment that facilitates navigation and communication while ensuring a consistent customer experience regardless of the service point.
The main theme of the design project was inclusivity. Given the diversity of service points and joint service points, the concept was designed to be scalable for different types of service points and facilities so that it can be applied according to specific spatial needs. The project strongly emphasized accessibility and inclusion, ensuring that all customer groups are served in the best possible manner.
