Annantalo's operations are mainly targeted for children and their adults, so the cheerful and colourful characters of Ailo, Pompu and Miu are at the core of the new look. The new visual identity was created in close cooperation with Annantalo and advertising agency Hasan & Partners. We also asked for children’s opinions in the design of the look. The characters’ names and personalities are based on the children's ideas.
New look a continuation of Annantalo's development
The new visual identity has been a work in progress since spring 2023 and it is part of Annantalo's long-term development work. Annantalo wants to have a wide and diverse reach among families with children in Helsinki. As part of the changes, easy-to-join activities that are open to all have been added to Annantalo's services. In the summer of 2024, free activities were organised in the Annantalo courtyard almost every day.
"Last summer, we added free, open activities in the courtyard of Annantalo, and the experience was very positive. Encounters with customers showed that many visited Annantalo for the first time, which means that we were able to reach a large number of new customers,” says Annantalo's Director Pirjetta Mulari.
Annantalo – a playground for creativity
Through Annantalo's new slogan, a playground for creativity, we have wanted to highlight the special nature of Annantalo as an arts education provider in Helsinki. Even globally, Annantalo is a unique place, which sees visitors from Asian countries, among others. Our focus on children is evident in all of Annantalo's operations, and the we employ twelve permanent art educators. With the new slogan, we also want to emphasise that Annantalo's services are for everyone and that children take the lead role in all activities.
"You do not need any particular skills to participate in Annantalo activities. Our activities are for everyone, and art educators know how to take children of all ages into account, starting from their own strengths and special nature,” says Mulari.
Accessibility improvements through new signage
The new visual identity will be published in mid-October and will be prominent in all Annantalo communications and marketing from there on. New indoor and outdoor signage is also being planned for Annantalo, which feature the adventures of the new characters. In addition, in the future, the courtyard of Annantalo will be developed to be more attractive and child-friendly.
“The renovation of Annantalo will begin in 2030. We hope that it will make the our premises more accessible and also result in a courtyard that’s more child-friendly. The building itself is protected by the National Board of Antiquities and, being an old school building, is a one-of-a-kind location for children's arts education activities,” Mulari says.
