Peab Finland 
KUN ON KUNNON KOTI
You know it when it’s a proper home

Context
Peab is the Nordic region’s largest construction company, with operations across housing, commercial buildings and infrastructure.
Its Finnish housing business needed one idea that could work across different developments, cities and formats. The challenge was to make housing marketing feel warmer and more human than floor plans and square metres.
Approach
A home is not something you understand from a specification. You notice it in everyday life.
Sen kyllä huomaa, kun on kunnon koti.
Mikä fiilis, kun on kunnon koti. 
Elämä hymyilee, kun on kunnon koti.
The ending stayed the same. Everything else could change with the development, the audience or the moment.
I developed the visual direction, adapted Peab’s Swedish brand identity for the Finnish market and built a practical system across brochures, housing ads, display, outdoor, construction-site signage and sales materials.
After an event where Peab’s business director presented materials we had created, he told us: “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.
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.
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