Premico

Clear visual materials and core messages reflect the company’s values

Timelessness, thought leadership, responsibility, and quality are the attributes for which Premico is known. Their business, operating in Finland for decades, covers the entire life cycle of property development, from property investment to construction and rental housing.

Premico wanted to identify a coherent approach and core messages for its visual communications. Every sales slide, promotional material and presentation graphic should tell a collective real-life story about Premico. In the past, their employees used several parallel versions of the materials at the same time.

We started to sharpen the company’s identity by first bringing together all the existing visual elements Premico had in use. We then held an open dialogue on which attributes and differentiators would best lead to the desired brand image and used them as a basis for designing a new color palette, imagery, and graphic elements.

Each choice was guided by the idea of softness and people orientation, combined with sharp expertise. Dark yet warm colors and photographs, together with a humane sans-serif font, create a recognizable visual world.

The artwork of Kakadu’s own illustrator added a new element to the entity. The hand-crafted textures and figures give a personal touch that helps Premico stand out in the market. Patterns and smart cartoon characters allow for subtle distinctions to be made between different business focus areas, for example in sales materials.

The updated graphic guidelines set out clear advice for communication. On top of that, Premico wanted ready-to-use materials that work in any situation, every working day, for any Premico employee. For example, the easier it is to use presentation slides or embeddable graphs, the more time will be saved.

You don’t always have to start from scratch. In this project, a number of proven elements were used as building blocks, from which the most essentials were highlighted. The budget and timeframes were clear and stuck to the plans.

Competition is intense in the real estate sector. A strong visual organizational identity is memorable because it signals what truly differentiates a company in the market. Brand image is the sum of visual identity and key messages, and that whole needs some nurturing and care. With a clear look and effective tools, Premico leads the way one step ahead – as promised in its values.