Tyyni, The Lake Nature Center of Finland

Visit Tampere, Ekokumppanit & KVVY

Defining the vision for the visitor experience, the brand concept and the main goals

Future foresight & Scenarios, Service design, Concept design, Business Design

In Finland there are thousands of lakes, but no center to showcase and unite them. In this project, we defined the vision for the visitor experience, the main goals and the brand concept for the new Lake Nature Center of Finland. The founding of the center has been prepared through extensive and multidisciplinary collaboration with various stakeholders. The center is planned to be realized in the city of Tampere, in the area of Särkänniemi, which will be transformed into a vibrant urban area in the near future.

An essential part of the concept was to define the range and examples of provided services, as well as to identify the main target groups and key messages. Additionally, a visual identity and a convincing concept presentation were created for communication and marketing purposes. The project was conducted in tight collaboration together with Visit Tampere, environmental sustainability consultancy Ekokumppanit and KVVY, a regional water protection association.

Approach

In the project, we helped crystallize the work that had been successfully conducted over years through multidisciplinary collaboration and interpret the outcomes from the perspectives of the desired visitor experience and brand concept. The benchmarking study analysis and stakeholder interviews conducted by Ekokumppanit were utilized in the project. Furthermore, two co-creation workshops were organized for different stakeholder groups.
Pentagon Design was responsible for creating the brand concept and vision for desired visitor experience, defining the main goals, designing and facilitating the participatory workshops and analyzing the results, as well as preparing an attractive and convincing visual identity and concept presentation to showcase the project.

Outcomes

As the deliverables of the project, the brand concept and vision for visitor experience were created and main goals were defined. An essential part of the concept was to define the range and examples of provided services, as well as to identify the main target groups and key messages to reach them. A visual identity and a convincing concept presentation were created to support the marketing and communication of the project. Additionally, a list of suggestions for future development were identified, based on the insights gained over the course of the project.

Laura Vanzo / Visit Tampere

Tyyni is a top year-round destination for sustainable travel, and a gateway to Finnish lakes and the nature surrounding them. It is an accessible place to relax and enjoy the silence by the nature. Moreover, it enhances the wellbeing of nature, and supports sustainable environmental education.

Neljä ikonia järviluontokeskuksen palveluista: Luonto-, matkailu-, ja oppimispalvelut; luontoelämys keskuksella; kohtaamis- ja tapahtumapalvelut; hyvinvointi- ja ravintolapalvelut

Photos: (left to right) 1. Visit Tampere – Laura Vanzo; 2. Visit Finland – Jesse Mäntylä; 3. Visit Finland – Thobias Meyer; 4. Visit Tampere – Magomed Shapiev
Main photo: Julian Herbrig