Siili

Making IT real

Siili

Contributions

Brand Identity, Motion Design, Digital Design

Awards

ADCE Awards, Silver, 2021
Best of Finnish Advertising and Design, Silver, 2021

Industry

The technology powerhouse Siili needed a complete reimagining of its brand to reflect a sharper, more international attitude while preserving its no-nonsense, hands-on, and human-driven approach. Beyond implementing the new growth strategy within the brand, it was essential to engage both current and prospective employees and to develop a brand architecture strategy that would clarify their portfolio, which includes various new businesses and sub-brands.

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Friendly but Sharp 

Like its mascot animal, Siili’s identity adapts to its surroundings—friendly yet sharp. The "spikes" are a versatile, instantly recognizable graphic element that can be used in countless ways. Whether as the hero element or in a supporting role, they make the company’s communications unmistakably Siili. These spikes form the foundation of a new, versatile, and playful design language. We built an AI-powered tool that enables anyone to add spikes to virtually anything, resulting in endless yet consistent content for the brand. The spikes can serve as a pattern—animated or still—or as an illustrative element in photography, even inspiring charts and infographics.

One symbol. 700 personalities. Siili—Finnish for "hedgehog"—is the perfect incarnation of the company.

While most people think of a hedgehog as a cute and calm little creature, we saw its sharpness, resourcefulness, and the fact that it has literally conquered the world. The brand mark celebrates the quirky aspect of Siili’s nature with a sleek and minimalist impression of the mascot animal.   One spike does not make a hedgehog—it’s the symphony of all the visual elements together that brings the identity to life. Therefore, it's crucial for every employee to actively take ownership of the new brand identity. But how do you make one symbol that captures the personality of 700 individuals? You don’t! You make 700 symbols with a custom, AI-powered logo tool.

“Many have said that today, Siili looks more like itself than before. The identity has helped us implement our new strategy, which is the greatest achievement we could have hoped for.”

Antti Kiukas

CMO, Siili