We add value to companies through systematic brand innovation and brand management.
If you don’t know who you are and what you stand for, you don’t have a brand.
If you know who you are but don’t know how to express yourself, you have a weak brand.
A strong brand isn’t born without hard work. However, if you want to conquer people’s hearts, it’s work you need to do.
At Co-founders, we combine passion with experience to lay the foundations for braver brands. The result is clear, distinctive and consistent messaging.
Your company’s success depends on your brand’s ability to act human. By charming people you turn customers into enthusiastic followers and, eventually, into loyal friends.
This is how a mere venture turns into a profitable business.
This requires fixing fundamentals, finding the most suitable partners and leading them as one team. Together we will:
Customer behaviour analysis
Brand vision and mission
Brand KPI setting
Product and service design
Branded work spaces
Suggestions for improving the performance
Passionate, cross-functional teams deliver the best results. We collaborate with a large network of talented researchers, creatives, architects, industrial designers, and service designers, meaning that no matter your industry, we can guarantee we will have a team at your side who is just as passionate as you are about what your company does. We are experts at choosing the right people for the job, who excel at working together towards the common goal of making your business boom.
Consistency is the key to branding. Our teams are skilled at creating consistency across the board, helping you and your company to express the true essence of what you do, who you are, and how you can give clients exactly what they want. In order to support consistency, we strongly believe in long, strategic partnerships. No great brands are built overnight, after all.
Ia has a passion for creating distinction. She has almost two decades of experience in branding, business development and design management. In recent years she has held top management positions in renowned consumer goods companies such as Kekkilä, Hasselfors Garden and Fiskars. Today she is a board member in several B2B and B2C companies.
Throughout her career, Ia has time and time again managed to unleash the true potential of the brand. She has mastered a very special way of turning strategy into reality by conducting open-minded exploration and experimentation.
At Kekkilä, Ia was responsible for the company’s brand and marketing through a period of growth in both brand awareness and value, while at the same time spearheading its expansion into new business areas. Her work turned a soil-producer into a player in the lifestyle field.
At Fiskars, Ia played a significant role in transforming a kitchenware company into a fresh player. She led the creation of a new brand look and feel, the redesign of almost 100 SKUs and the development of innovative go-to market concepts, resulting in measurable commercial success.
When not helping companies reach their true potential, Ia can be found canoeing around the archipelago or writing poems in her red notebook. There is a page in it for your company, too.
“I’ve had the privilege of working with Ia in a large variety of different product development and brand building projects. She has a great comprehension of real user needs, brand influence, aesthetics, and strategic design. By having this kind of 360-degree understanding her projects have had great impact.”
Antti Mäkelä, Co-founder and designer, Aivan Oy
“Ia masters a very special way of turning strategy into reality by conducting open-minded exploration and experimentation. Her absolute strength is ”thinking out of the box”. She also inspires the rest of us to do the same. Ia really gets things moving and is genuinely interested in making ideas cash in.”
Mikael Johansson, Business Unit Director, Kekkilä Oy
“I love to work with Ia because she understands the creative process so well. She sets clear goals for every project but doesn’t limit your imagination until she recognizes the business opportunity. Her way of managing creative people often results in great new innovations.”
Linda Bergroth, designer
“Ia is a strategically strong brand builder who possesses an international mind set and ambition level. She has delivered great commercial success by combining communications skills with product design know-how. A unique combination of creativity and business mind.”
Petri Toivanen, CEO, Jalo Helsinki Oy
So very many people. So very high buildings. So very few parks. Here in Hong Kong.
I am sitting at a dinner table and repeating a question from previous nights: ”So, tell me, what is currently the most important trend in the Chinese consumer market?” Read more..
We love success-stories. Furthermore, we would love to be part of one. We would love to be part of something unique, maybe even something close to impossible. Many of us dream about becoming rainmakers, disruptors that change the rules of the business. Read more..
Branding is my passion. Creating a clear value proposition and an irresistible brand story is what drives me, what makes me come to work excited every day.
The meaningfulness of creating distinction and looking for a profound relationship between a brand and an individual struck me in 2000 when I was listening to the late Marc Gobé, a renowned brand strategist and creative director of d/g worldwide. Read more..
I’ve worked with brands for the past fifteen years. Throughout these years, I have often used the “brand persona” as a tool in brand implementation work. The “brand persona” humanizes the brand and thus helps employees to understand the values and qualities of the brand. Read more..
I remember it like it was yesterday. I was a young student shopping in a renowned department store. In my pocket I had 100 marks that I had gotten as a Christmas gift. I was about to use them for a wise investment: bed sheets, just as my mother had suggested. After wandering around amongst the shelves, I finally mustered enough courage to ask for help. “Which sheets would you suggest? I want good ones.” Read more..