For your ears only
(Kuuluu elämään)
CHALLENGE: bending the iconic
In 2024, Helsingin Sanomat renewed its brand identity by refocusing on its most iconic asset: the logotype. The new visual language brought clarity, recognisability and humanity back to the brand, reinforcing its role as a trusted voice in a new media era.
At the same time, HS rapidly expanded its podcast offering. The challenge was clear: how to promote a new medium without losing iconicity, while bringing the brand closer to everyday urban life?
Solution: Simple wins
The answer wasn’t a new look, but a subtle evolution. The existing typographic language was kept and refreshed by integrating headphones into the logotype cuts.
Audio became a natural extension of the HS brand world. The line “Belongs to life” (Kuuluu elämään) captured it perfectly: podcasts fit into everyday life, and they are meant to be listened to.
Familiar, but freshly heard.
Execution: Hyper-human. Hyper-relevant. Hyper-local
The iconic HS typography adapted to each space through hyper-local executions, staying instantly recognisable while feeling hyper-human and hyper-relevant. Urban environments became natural touchpoints for audio. The campaign lived where listening already happens. In metros, at bus stops, on trams, in gyms, on radio and across the city.
result: Growing attention, strong engagement
The campaign turned brand expression into measurable impact.
App Store impressions surpassed 1 million (+31%), while product page views more than tripled (+209%), signalling a strong surge in interest around HS audio.
Importantly, this interest translated into action. During the campaign period, HS saw over 16,600 subscriptions, with daily subscription volumes remaining consistently strong throughout. At the same time, engagement stayed high, proving that increased attention, active use and conversion can go hand in hand when a brand platform truly fits everyday life.
+31%
App store impression
+209%
Product page views
+16 600
Subscriptions during the campaign
PARAS DIGITAALINEN ULKOMAINOS
