Companies are no longer just competing with each other for talent—but also with the other things employees want to do with their lives. In this new reality, Finland has what it takes to be a very attractive destination for foreign talents. Finland's “soft skills” (well-being and sustainability, well-functioning society, know-how and education) become deciding criteria for people’s new life aspirations.

Based on our research, we developed an idea of the issues regarding work-related immigration, and created an outline of the various decision-making stages and the overall immigration trajectory. We also determined the key touchpoints we’d need to address and streamline in order to create the optimal user experience.

As a result, users can effortlessly access precise information tailored to their individual requirements through a unified, user-friendly website interface. The two key user journeys – promotional and informational – are designed to meet users’ needs and address their questions about housing, healthcare, transportation, safety, family life, and more. A third, the call-to-action journey, leads to a customised job search for English-speaking open positions across Finland.

In this brand work, the intention was to stay true to Finland’s national values while also remaining authentic and relevant to the target audience. We created a visual design that embodies the look and feel of Finland, pairing iconic Finnish blue and white with accent colours that evoke warmth, welcome, and multicultural flair. Fresh, colourful photographs and videos of diverse subjects and professions work together to create an authentic and inspiring snapshot of work and life in Finland.

We did not create a totally new brand, but built from the existing Finland country brand with a twist specific for Work in Finland. Our aim was to define how Work in Finland brand looks, feels and behaves in digital. Our main focus was set on defining:

– Brand elements specific to WiF (additional colors accents, imagery, typography, icons / illustrations)

– Guiding Principles specific for WIF.com to act as a ”compass” to guide future experience. The 3 guiding principles were set as Quirky, Reliable and Sympathetic.