YTK CLIENT WORK 2017–2021
Context
YTK is Finland’s largest unemployment fund.
I worked as Senior Art Director on the account from 2017 to 2021, after Drama Queen was selected as YTK’s lead agency through a competitive pitch.
This was not one campaign. It was a long-term partnership spanning brand development, member acquisition, digital services, content, campaigns and everyday production.
Approach
YTK was already a major provider of earnings-related unemployment security.
But it needed to become easier to understand, more distinctive and more relevant beyond the moment unemployment felt close.
The work began with the foundations. We clarified the strategy, mission, vision and tone of voice, renewed the visual identity and rebuilt the online services for YTK and YTK-Yhdistys.
From there, we developed an ongoing stream of brand and member-acquisition campaigns for different audiences.
The work moved the conversation beyond unemployment security towards working life, change and human potential.

Impact
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380,000 → 500,000+ members
Annual membership growth reached 6–10%.
In 2018, 23% of fund members also joined YTK-Yhdistys.
Customer satisfaction reached 87%.

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My Role
My role covered the full account, from planning and concepts to hands-on production. The work included:
➝  YTK strategy work and annual planning
➝  Strategic and tactical campaign planning
➝  Concept design
➝  Advertising design and production
➝  Campaign ideation and production
➝  Influencer collaborations
➝  Social media strategy 2018
➝  YTK brand renewal and visual identity renewal in 2017
➝  Extensive online service renewal for ytk.fi and ytk-yhdistys.fi in 2017–2018
➝  Online service accessibility project for ytk.fi and ytk-yhdistys.fi in 2019

Selected work
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The work helped YTK become more visible, more distinctive and more active in the conversation around working life.

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