Lepolankortteli is an upcoming neighbourhood in Järvenpää, Southern Finland. Our mission was to create a strong brand concept identity and a name for the district that would appeal to urban millennial families, singles and couples.

The strategic framework was built around the strategy of the city of Järvenpää, our own research and collective workshops, which shaped the focus and customer profiles of Lepolankortteli. The gathered data pushed us to create a brand built around the contrasts of relaxed vs. dynamic and countryside vs. city life. This contrast also reflected the name – Lepolankortteli.