Creating a brand story that combines all diverse businesses into one single Lassila & Tikanoja and has a positive outlook for the future.
Here at Motley, we don't see brand and business as separate entities. After reading the strategy, surveys, and studies, interviewing key people and observing the company from the outside, we were able to see where Lassila & Tikanoja's brand needed to go and likewise where its business needed to go. The newly created brand story and vision were bold for what was a traditional waste management company, but crucial in re-evaluating what Lassila & Tikanoja does: Lassila & Tikanoja moves the world from a consumer society into an efficient recycling society.
The big idea behind the brand story is that our society - consumer and business - is doing bad. We're using so much energy that the globe is warming; we're consuming all the raw materials we can find, and in the future we will have to extract them from somewhere else. At the same time the economy is in turmoil. To find new growth, companies have to be simultaneously innovative and effective.
Part of our success was in shifting the focus from selling products and services to producing business benefits: energy efficiency, material efficiency and cost efficiency. Investors have been excited about the new direction. Since L&T's CEO Pekka Ojanpää launched the new strategy in September 2012, the share price has gone up by 70%.
After debuting the new strategy, something was needed to reinforce it internally. Something that would help employees understand there's no turning back, that Lassila & Tikanoja is now undergoing a complete transformation. We redesigned the brand identity to reflect the new company vision and its feeling - and at the same time make Lassila & Tikanoja stand out from the competition.
Much of the real-world value that Lassila & Tikanoja creates is communicated primarily through arcane numbers and statistics. Most people aren't moved by numbers and statistics - so our job was to create interesting, inspiring graphical stories that are easy to understand and reflect the company's good work. To further show this change was real, we decorated the Lassila & Tikanoja’s head quarters ground floor with recycled furniture and painted the company vision and stories on the walls - so everyone would get inspired about what Lassila & Tikanoja does.
With the executive team we set a goal to create a data-led company that constantly innovates new solutions to fast-changing challenges. And it's happening in a big way. Motley helped in digitising the Lassila & Tikanoja business infrastructure by innovating and deploying new solutions that create efficiency and value and amplify the business benefits of the new strategy: energy efficiency, material efficiency and cost efficiency. The new solutions are custom-made with the latest technology, have beautiful user interfaces, and make the everyday work of L&T's employees easier.
The road to change begins with the brand
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