Riina RinkinenandHenrik AxlundisTechno Beat

BRAND

MARKETING

LEADERSHIP

We craft the strategy and create the content. We ask the right questions and light your bulb. Best of all, we consistently deliver.

Riina Rinkinen is a fiercely creative director and brand strategist. Highly skilled in simplifying the complex and turning the nebulous tangible. Has a way with both words and people.
Riina Rinkinen on LinkedIn

Henrik Axlund is a technically minded creative director and master of visual & interactive production. A tireless explorer of storytelling tools and a relentless creative craftsman. A leader teams like to follow.
Henrik Axlund on LinkedIn

For the love

of tech

and science.

After ages in agencies, we’ve made things simpler. No fluff, just us. To-the-point process yielding relevant results.

We’ve done great things for rising stars and legends alike.
We know exactly what to do to

SERVICESSERVICESSERVICESSERVICESSERVICESSERVICESSERVICESSERVICESSERVICESSERVICESSERVICESSERVICESSERVICESSERVICESSERVICESSERVICESSERVICESSERVICESSERVICESSERVICES

Brand

Strategy
Content
Look & feel
Tone of voice

Marketing

Creative
Campaigns
Messaging
Production

Leadership

Fractional
Consulting
Teaching
Speaking

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TheStorage

Brand Creation

CLIENT/PROJECT: TheStorage / Branding

CREATIVE/VISUAL DIRECTION/PRODUCTION: HENRIK AXLUND

CREATIVE/BRAND STRATEGY/COPY: RIINA RINKINEN

ART DIRECTION: Mirka Suikkanen

IMAGE CREATION: Leandro Righini / MakeXMedia

AGENCY: MacWell

Hot sand! TheStorage is a sizzling hot startup in sustainable industrial energy. Their sand battery solution cuts up to 70% off of energy bills with unlimited access to low-cost renewable energy. The brand we built together gave the already impressive tech consistency and credibility. The assets created were designed to turn into concrete tools for sales and investor acquisition, propelling the company from PoC to pilot project and seed funding.

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VAISALA MGP241

Product marketing

CLIENT/PROJECT: Vaisala / Product marketing

CREATIVE/VISUAL DIRECTION/PRODUCTION: HENRIK AXLUND

CREATIVE/MESSAGING/SCRIPTING: RIINA RINKINEN

CGI PRODUCTION: Wow-How Studio

AGENCY: MacWell

Vaisala’s most successful product launch in its category. Vaisala is the global leader in measurement instruments and intelligence for climate action. MGP241, their revolutionary product for CCUS industries, needed stand-out launch marketing materials. We collaborated with client experts to define messaging and a visual approach fitting the products’ top-tier abilities, ready to overshadow all competition. The launch, according to the client, was “on fire!”.

akenza

leadership

CLIENT/PROJECT: akenza / Fractional leadership

CREATIVE DIRECTION / BRAND STRATEGY / COPY: RIINA RINKINEN

From strategy to execution. akenza turns data into decisions with their highly visual, tech-agnostic IoT platform. Riina assumed a fractional role as the company’s Head of Brand & Comms after refreshing the brand’s tone of voice and messaging. Now it’s in action across website copy and sales decks. A clear shift from talking mere features to voicing problem-solving benefits.

CRANEWORKS

MARKETING

CLIENT/PROJECT: Craneworks / Marketing

CREATIVE DIRECTION/SCRIPTING/FACILITATION: RIINA RINKINEN

FILMING & EDIT: Iiro Svanbäck

ART DIRECTION: Jukka Tiainen

Talking that does the walking. Craneworks is the biggest player in Finnish in-store retail media, display and audio solutions and sensory marketing. Riina turned a round table talk with three industry experts into a 4-part video series + podcast, complemented by short, tantalizing teasers acting as hooks to the core content. Based on pre-interviews, Riina structured and scripted the talk and facilitated the discussion, making sure all key messages came across. The best performing short is rocking over 33k views.

Vally

Brand Creation

CLIENT/PROJECT: Hiab / Branding

CREATIVE DIRECTOR: HENRIK AXLUND

BRAND STRATEGY/NAMING/COPY: RIINA RINKINEN

ART DIRECTION/NAMING: Ville Kovanen

AGENCY: MacWell

Your versatile ally. Tools just right for forestry, construction, and recycling by the load handling household name Hiab. Together with Ville Kovanen, we created a brand reflective of the hands-on nature of the line of tools, designed to optimize operations on the ground. Tone-of-voice, look&feel and USPs aligned to acquired customer understanding. Strategically positioned in respect to mother brand and competitors. Ready-to-use assets from visuals to slogan and selling points.

Wirepas

marketing

CLIENT/PROJECT: Wirepas / Marketing

CREATIVE DIRECTION & CONCEPT/SCRIPTING: RIINA RINKINEN

DIRECTOR: Ragnar Jansson

PRODUCTION COMPANY: Cocoa

EXECUTIVE PRODUCER: Marc Stevenson

AGENCY: MacWell

The best review is repeated business. Wirepas connects infrastructure-grade IoT deployments. The company boasts an exceptionally bold brand, especially in their fictional ambassador Mom. After the success with a previous film series with Mom launching Wirepas Mesh, the company came back for more. This time we took Mom’s no-nonsense charm and Wirepas partners to far away places in a 3+3 part film series. We made the most of the production budget by simultaneously producing actually watch-worthy customer testimonials.