Skip navigation

A brand story to clarify communication

Blue Lake Communications is a fast-growing, modern security and IT services group. With growth and an expanding offering, BLC's brand and the way it communicates needed to be clarified.

BLC sivusto tabletilla

Identity, marketing concept and service design

For BLC, we crystallised a brand story that positions the brand more clearly in its own identifiable niche. We identified the key buyer personas and their buyer's journeys with their touchpoints with BLC brand. We sharpened the brand and communication concepts to serve the identified buyer personas. We created a new, more active and service-oriented way to communicate and behave for BLC. BLC's new mission is to be a guide in the forests that are the  IT and security fields. BLC helps and guides its customers in an ICT world that is becoming more complex and obscure every day.

Visual identity

Many companies in the sector are either entirely or partially foreign-owned. BLC's visual identity was strongly designed around the company's Finnishness. The imagery supports the same message and ties together the idea of Finnishness and the promise that BLC will guide its customers through the challenges of information and security technology. The idea of guiding is also reflected in the topographical pattern familiar from maps, which is used extensively in various outreach activities, from online services to brochures and product guides.

Service design

The first concrete expression of the reform was the design of the web service. This was a challenging task, as the group had four business companies, each with their own different habits, backgrounds and online services. Workshops with the management and marketing people of the different entities helped the team to identify the typical customer personas and the most relevant service focus. Through an extensive content design, user interface conceptualisation and beta testing project, we were able to put together a cohesive service that enables marketing automation, content marketing and modern digital communications to be done efficiently.

The bot

We also designed and implemented Beltsi-bot for BLC, Beltsi-bot is an AI-powered chatbot that makes buying IT and security services unprecedentedly easy and time-independent. The bot lowers the threshold for contact, allows customers to buy BLC solutions directly online and generates leads directly to the company's CRM. www.blc.fi

BLC chatbot

"Blink Helsinki's proactive approach and enthusiasm to develop BLC was evident from the very first minutes. They immediately understood what we needed. We held a series of workshops led by Blink with our various departments to discuss our customers and services offered to them. The guide way of thinking sank in with all our staff, made it easier to build our services, presenting our business and communicating it. The new website started to generate almost immediately more new leads, quotes and contacts than before."

Jussi Rossi BLC Group Marketing Director
Need help with marketing?

Contact us or book a meeting

Antti Tolonen Managing Director antti@blinkhelsinki.fi 050 348 0347