When Timo Jutila, Oikotie’s nationally recognized brand mascot, entered politics, we had to move fast to create a new brand concept for Oikotie. Should we start from scratch? For the sake of long-term consistency, no. Instead, it makes sense to build on other existing brand assets, bringing them together into a rich, distinctive new world that feels like a natural evolution—and can serve the brand consistently for years to come.