Finnair Design & Branding FINNAIR ANNUAL REPORT 2010 by Edita, Miltton Creative Helsinki Finland

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Finland
Agency Edita
Agency Miltton Creative Helsinki Finland
Art Director Sampsa Voutilainen
Copywriter Ian Fenton
Released March 2011

Credits & Description

Category: Large Business - international or global scale
Advertiser: FINNAIR
Product/Service: LOGBOOK
Agency: EDITA
Date of First Appearance: Mar 3 2011
Entrant Company: MILTTON , Helsinki, FINLAND
Entry URL:
Art Director: Sampsa Voutilainen (Miltton)
Account Director: Leena Löytömäki (Miltton)
Copywriter: Ian Fenton (Miltton)
Senior Vice President Corporate Communications: Christer Haglund (Finnair)
Vice President Financial Communications and Investor Relations: Taneli Hassinen (Finnair)
Communications Director: Maria Mroue (Finnair)
Prodiction Planner: Ari Korhonen (Edita Oy)
Sales Manager: Lauri Hyytiäinen (Edita Oy (Printing House))
Media placement: Logbook As PDF - Corporate Website - 3 March 2011
Media placement: Printed Logbook - Hard Copy - Date Not Decided Yet
Media placement: Logbook Distributed In Planes - Business-Class Seat Pockets - Date Not Decided Yet

Describe the brief from the client
Finnair felt that large resources were being channeled into annual reporting without necessarily leading to increased engagement with the traditional audience of shareholders and corporate partners.

A new concept was needed to broaden the appeal of this publication, improving the content and readability to the point where it could potentially serve as sales material and even engage the general public with the Finnair brand.

Describe the challenges and key objectives
The main challenge was establishing which material would support Finnair’s reporting needs, yet also prove interesting to a wider audience.

This need was answered by the Logbook concept. Repositioning the annual report as something more akin to a high-quality travel magazine such as Monocle, the Logbook would feature articles and stories relating to Finnair’s key strategies and objectives as well as wider travel-related themes, while deploying design and imagery a notch above typical corporate fare.

As the Logbook would be published in English, Finnish, and Swedish, the design also needed to be flexible without sacrificing consistency.

Describe how you arrived at the final design
As the Finnair brand already has clearly established design principles for both corporate communications and consumer-focused items such as their Blue Wings in-flight magazine, a new, differentiating approach was necessary.

Typical Nordic typography styles were eschewed completely, and subtle detail was used to demonstrate a timeless, international approach. A spacious, elastic layout was able to tolerate a variety of text lengths in different languages, while maintaining punchy messaging in text highlights and quotations.

Texts and article themes were chosen and developed in close collaboration with Finnair, supporting an emphasis on high-quality travel and nurturing a broad appeal.

Give some indication of how successful the outcome was in the market
As the client felt that the final result had succeeded in capturing mass interest and would prove stimulating to a variety of stakeholder groups, the decision was made to place the Logbook in business-class seat pockets on board Finnair aircraft for a period of several weeks after its publication.

This has secured the Logbook a much wider readership than the vast majority of annual reports. All indications show that a sizeable percentage of Finnair’s passengers read and engage with the material, and the concept has become a fixture of Finnair’s annual communications.