Peab Finland
KUN ON KUNNON KOTI
You know it when it’s a proper home
Context
Peab’s Finnish housing business needed a marketing line that could work across different housing projects, cities and ad formats. The job was simple on paper: help sell homes. The harder part was making housing marketing feel warmer and more memorable than floor plans, square metres and building facts.
Approach
We built the idea around one line: “Sen kyllä huomaa, kun on kunnon koti.” A proper home is not just walls and rooms. It shows up in everyday life. In how things work, how the space feels and how easy it is to imagine yourself living there.
Execution
The project included the marketing line, visual direction, material templates and applications across brochures, housing ads, display, site signage, outdoor, sales materials and guidelines. The look was adapted from Peab’s Swedish parent brand and made practical for the Finnish market.
Outcome & Role
The line gave Peab Koti a flexible way to sell homes across eight Finnish growth centres. It made each project easier to advertise while keeping the brand recognisable.
One comment from the business director stayed with me after we presented the sales material visuals: “Thank you for making me look good.”
My role: Art Direction · Concept Design · Visual Design · Marketing Materials · Multichannel Production
Marketing line made together with my copywriter partner.
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RELATED WORK
The “Kun on kunnon koti” line is used to market Peab-built homes across eight Finnish growth centres and, in practice, across all advertising channels. The concept’s wide range of variations increases the visibility of the ads and strengthens memorability.
Listed on the Stockholm Stock Exchange, Peab is one of the largest construction companies in the Nordic region, with revenue of nearly EUR 5.1 billion. The company employs more than 15,000 people in Sweden, Norway and Finland. Peab had already established itself in Finland, in Seinäjoki, around the turn of the millennium.
