LILINKOTISÄÄTIÖ
Communication strategy renewal for the period 2026-2028 + an additional social media strategy
Service Design
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Communication Design
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Visual Design
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Service Design * Communication Design * Visual Design *
OVERVIEW
WHAT WAS THE PROJECT ABOUT?
We renewed the communication strategy of the Lilinkotisäätiö Foundation for the period 2026–2028. During the project, its scope expanded: we also developed Lilinkotisäätiö’s social media activities by creating a plan for how Avoin Toiminta and the K35 cultural workshop can be integrated naturally.
In the project, we gathered background information, generated ideas, held a workshop, and created a visually clear and easy-to-read communication strategy in Figma. In addition, we produced a communications checklist to support messaging, as well as social media post templates in Canva and guidelines for their use.
DISCLAIMER
Since Lilinkotisäätiö is a nonprofit foundation and works closely with sensitive topics that directly affect people, most of this project falls under NDA.
I will do my best to showcase this amazing project I was proud to be a part of, while respecting the agreement that was made.
Unfortunately the communication strategy and the foundation of it both fall under the NDA agreement.
STRATEGY
WHO ARE WE DESIGNING FOR?
Lilinkotisäätiö is a Finnish foundation that provides support and housing services for people recovering from mental health challenges.
In a nutshell:
It helps individuals recovering from mental health issues live as independently and meaningfully as possible.
The foundation operates housing units and offers supported housing, rehabilitation, and everyday assistance.
Its goal is to promote clients’ inclusion, functional capacity, and well-being.
It also contributes to the development of mental health work and to shaping societal attitudes.
RESEARCH
Because the foundation deals with sensitive topics, we prioritized gaining a deep understanding of its audiences and mapping the needs of all groups impacted by the communication strategy.
We began by building a thorough understanding of the foundation and holding multiple client meetings to align on expectations, goals, and project priorities.
BENCHMARKING AND LEARNING
We conducted research by reviewing existing communication strategies and best practices for communicating with people recovering from mental health challenges, as well as strategies used by nonprofit foundations.
WORKSHOP
Once we had a solid understanding of the context, we organized a workshop with the client to deepen insights and clarify their vision for the new communication strategy. I facilitated the workshop virtually via Zoom, using FigJam as the working platform. We designed a structured workshop base that included exercises:
communication map
persona reflection
impact–effort matrix
tone of voice ideation
The workshop was highly successful for both our team and the client. It gave us a clear direction for the strategy’s tone of voice, while the client appreciated the structure and left with increased confidence and motivation for their work.
DESIGNING
CONTENT AND VISUALS
After defining the core idea of the communication strategy and reviewing the foundation’s previous strategies, we mapped out what the new strategy should include and how it should be structured, ensuring the content is both comprehensive and easy to understand and retain. A lot of iteration and client meetings were done in this phase
We received a brand package from the foundation, while still having creative freedom in the execution. We explored colors, vector graphics, and typography to develop a visual identity that reflects the foundation’s tone of voice, one of the central pillars of the entire communication strategy.
COLOR PALETTE FOR THE COMMUNICATION STRATEGY
LOGO FOR LILINKOTISÄÄTIÖ
COMMUNICATION CHECK LIST
VECTOR GRAPHICS FOR THE COMMUNICATION STRATEGY AND SOCIAL MEDIA
BLURRED COMMUNICATION STRATEGY (NDA)
BONUS
ADDITIONAL SOCIAL MEDIA REDESIGN FOR LILINKOTISÄÄTIÖ AVOIN TOIMINTA
The client was highly satisfied with the communication strategy and asked us to support the redesign of the foundation’s social media presence for its Open Activity group. This followed an organizational change in which the former K-35 group was merged into Lilinkotisäätiö’s Avoin Toiminta.
We developed a refreshed visual identity for Avoin Toiminta, including a color palette, typography, ready-to-use Instagram templates, and a content calendar.
The client was very pleased with the outcome and even acknowledged our work on their social media channels.
