Ateneum Museum of Art, Helsinki
Creating memory and magic

The Ateneum is Finland’s best-known art museum and the home of Finnish art. Under the new Directorship of Susanna Pettersson they wanted to conduct a process - with the whole team - to revitalise the museum’s purpose. Through workshops, focus groups, an incredible field trip to Amsterdam and many discussions, their ethos was crystallised into an ambitious brand strategy, which celebrates the museum’s deep knowledge of the history of Finnish art and ensures it remains relevant with today’s audiences.

The outcome – a distinctive positioning and more coherent visitor experience leading to an increase in audiences, international profile and income. The impact of the work is a testament to the engagement and creativity of the team.

“There are three things I would say about Jo - she is witty, productive and has a wonderful ability to enable productive discourse.”

Johanna Eiramo
Director of Communications
Ateneum Museum of Art, Helsinki