Situation analysis
The unveiling of the "Kasvuhoone" building, set to become a central part of the Krulli Quarter development, required an approach that would stand out from conventional real estate or development communication. This is not just another building, but a future innovation hub bringing together startups, technology companies and the international accelerator Norrsken.
The key challenge was how to communicate an abstract idea of growth, development and potential in a way that would be memorable, meaningful and physically tangible.
Objectives
- Introduce "Kasvuhoone" as a new, innovative and significant hub within the Krulli Quarter.
- Communicate the core essence of the development: growth, innovation and collaboration.
- Unify the messages of Kasvuhoone, Norrsken and Skaala into one coherent narrative.
- Create a distinctive and memorable communication solution for key audiences.
- Reach core stakeholders: startups, partners, investors and the wider community.
Messaging and communication strategy
- We built the concept around the core idea of "growth" embedded in the name Kasvuhoone and translated it into a physical, tangible experience. For the launch, we created seed packets with striking messages that brought together the development’s content, visual identity and format into one cohesive whole.
- The communication solution connected three key parties: Kasvuhoone, Norrsken and Skaala. Each of their messages was translated into plant and growth metaphors, resulting in a unified yet layered narrative.
- In addition to the creative concept, the launch was supported by strong content-driven communication. We developed speaking agendas and key messages for two sessions at Latitude59 and organised discussions that helped unpack the project from multiple perspectives.
- For example, we arranged an interview with Kasvuhoone’s lead architect Nina Mathiesen, as well as a conversation between urban innovation expert Charles Landry and Sille Pihlak, Dean of the Estonian Academy of Arts Faculty of Architecture. These added international relevance, professional depth and broader cultural context to the project.
Results
- We created a distinctive and memorable solution that made the idea of Kasvuhoone tangible and easy to understand for target audiences.
- The solution successfully unified the messages of Kasvuhoone, Skaala and Norrsken, enabling the project to be communicated simultaneously on a visual, conceptual and emotional level.
- Seed packets reached key audiences directly through carefully selected touchpoints, including Latitude59 and partner networks.
- The launch captured the attention of over 1500 international attendees at Latitude59.
- The project generated more than 15 media mentions, with an estimated total reach exceeding 200 000 people, and attracted over 1000 website visits.