Heureka – Exciting rebirth for an established brand, using clear goals and customer insight

for Heureka Science Centre

”One of the boldest moves was to simplify the Heureka symbol to a mere cube shape sign and use it in marketing without the Heureka logo type. The decisions were supported with fast research, which revealed that the Heureka-cube was identified by almost 90% of the answered.”

Joonas Juutilainen, chief graphic designer, Heureka

Co-clarifying target groups and metrics for success, the wants and needs of target groups, the brand promise and a verbal and visual renewal of the visual identity and website.

Location: Heureka, Vantaa, Finland

Co-operation with: Heureka design team, Antti Tuominen (Copywriter, Intohimotoimisto Cassius), Evermade (web production)

Year: 2016

We redesigned the Heureka brand to serve clear business goals using user-oriented methods. The outcome was a measured success in redesigning an exciting visual identity. All work was done hand-in-hand with the client.

We started off by clarifying and prioritizing Heureka’s target groups and the actual measurable conversion we want them to do. This doubles as a business goal. After this we defined their wants and needs, and wrote target-group-specific promises.

The visual design was done by finding out exactly how the target groups perceived the old identity, setting a target for the new one and validating the design choices by user testing. The new brand is used in web, print and space.​​​​​​​

In-location applications of visual design by Heureka, photography by Paavo Lehtonen.

Want to hear more? Please contact:

Timo Berry

CEO, Creative director

timo@berrycreative.fi+358 41 532 4345