This summer marks the first-ever Noorte Investeerimislaager, a camp designed for high school students in grades 10 and 11 across Estonia’s counties. The camp’s goal is to increase financial literacy among young people and inspire them to share financial wisdom with their peers. Marleen Urboja, HÄK’s Art Director, and Madli Kaevats, Digital Project Manager, share the story behind the birth of the camp’s brand identity.
Inspiration and Idea
The idea for Noorte Investeerimislaager emerged from a series of smaller goals within the organizing team. Investor Jaak Roosaare, known for his investment training and school visits to promote financial literacy, recognized the importance of financial skills for young people. Early start matters in investment, and financial literacy could set youth on the right path.
Miljonineiu (Million Girl), another promoter of financial literacy, joined the organizing team alongside a proactive high school student, Domenik Djatšuk, who was captivated by the idea of a financially smarter future for youth. Initial ideas ranged from creating a financial school to various educational programs. However, the summer camp stood out as the most inspiring and effective format to impart financial skills and create an environment where young people could engage with leading investors, entrepreneurs, and trainers.
Branding Approach by HÄK
HÄK design and web agency came on board as a sponsor, recognizing the positive societal impact of financial literacy among Estonian youth. Known for their strategic approach, HÄK set out to build a brand that meets both the client’s and the end users’ goals. HÄK has developed a proprietary process, including color psychology, Fiona Humberstone’s seasonal method, brand archetypes, and customer personas. These tools ensure the brand resonates with the right audience and conveys core values.
Branding Brief
The branding needed to appeal to high school students across Estonia, especially those with a prior interest in investing and a proactive spirit. Although educational, the event would take place on the scenic Viirelaid island with some of Estonia’s top investors and entrepreneurs. This setting required a brand that’s both engaging and vibrant, combining the wisdom of the “Sage” archetype with the island’s relaxed atmosphere and youthful enthusiasm.
Key Elements of the Brand
1. Logo: The playful, upward-moving logo reflects growth and learning. It invites students to join the journey toward financial wisdom alongside other ambitious young people.
2. Color Psychology: Each color evokes specific emotions. Green symbolizes calm and balance, while orange adds energy, creativity, and positivity. Dark green enhances a sense of power, softened by beige for simplicity. A turquoise accent conveys innovation and freshness.
3. Seasonal Identity: The brand’s seasonal identity is autumn, symbolizing authenticity, independence, and richness. Autumn’s warm, earthy tones and organic fonts add depth and approachability.
4. Archetype: The “Sage” archetype is fundamental to the brand. It represents wisdom, knowledge, and insight. This archetype positions Noorte Investeerimislaager as a trusted guide for young people interested in understanding the world of finance, akin to TED Talks or National Geographic.
Outcomes and Results
The final result is a cohesive visual identity (CVI) document that resonates with the target audience, evokes the desired emotions, and provides a foundation for future growth. The brand has been well-received, with applications from over 120 young people across Estonia. The camp will host 40 students, representing each county, plus 10 exceptional candidates.
At Noorte Investeerimislaager, young people will spend three inspiring days with leading investors and entrepreneurs, including Jaak Roosaare, Raivo Hein, Miljonineiu, Investor Toomas, Tõnu Pekk, and others, gaining skills to make financially smart decisions.
For more details on this branding journey, check out the full case study on the Turundajate Liit website here.