AI-powered evolution to Siili’s brand heritage AI-powered evolution to Siili’s brand heritage

Grand One 2026

AI-powered evolution to Siili’s brand heritage

Paras AI:n tai muun uuden teknologian käyttö, Paras toteutus

Case film

1 STRATEGY

Towards AI-transformation leader positioning

 

AI is at the very core of our strategy. Our offering spans from maintaining concrete systems to guiding business and tech strategies. 

Siili’s competitive advantage is its ability to combine strong software development, AI, and industry expertise. This unique combination makes Siili a pioneer in utilizing and developing AI solutions and strengthening customers’ competitiveness and a trusted partner for AI transformation journey.

As AI changes the operating environments for our clients fast; we need to be able to visualize what doesn't exist yet. There was a clear need to expand and rethink the visual assets; to support storytelling, differentiation from the competition and to make a shift from AI-powered software development to AI transformation leader.

2 STARTING POINT

Visualizing what doesn’t
exist yet

The goal was to bring vision to life and accelerate growth. It's easy to fall into the trap of generic, cliché visuals that scream "AI-generated". We didn't want to leave creativity to chance.

Our job is to predict, focus, clarify. To find the concrete shape of things to come. This guided our visual direction: the goal is there, and Siili is helping the client to see it clearly, to find what is essential and then build it. From hazy and blurred to sharp and real. Unlike traditional management or IT consulting, we own the digital and AI transformation vertical. 

 

Bridging strategy and execution

 

3 CREATIVE IDEA & EXECUTION

Our key to consistent, high-quality AI-generated visuals

 

Together with creative agency Sherpa, we created two Midjourney profiles: Siili Ambition and Siili Tomorrow, a custom-trained aesthetic profiles to ensure all AI-generated images align with Siili's visual identity, mood and artistic direction.

Both profiles combine a natural, soft layers aligned with our values humane and joy. Shapes and ideas take form through movement, symbolizing growth, ambition and expertise.

Consistent & recognizable

Ensures all images align with our brand, like typography or colors, across topics and industries

Creative, yet controlled

Enables flexibility while maintaining a distinct, high-quality look

Long-term brand asset

A stable, recognizable style strengthens brand identity over time

Stronger storytelling

The profiles are customizable across industries and abstract topics through high-quality prompting

Siili_Ambition-5_4

 

Siili_Tomorrow-5_4

 

4 IN PRACTICE

Evolution to Siili’s brand heritage

It's a new flexible approach to our visual language: When visualizing present day solutions, we use realistic imagery with subtle styling with AI. When visualizing the future and forward-looking solutions, the approach is more abstract.

This is a brand evolution that stands out from the competitors. Coherent look and feel enhances engagement in case studies and marketing materials.

 

Siili Brandbook

 

Siili Advisory Launch

 

Siili social

 

Siili social

 

Siili Companion Economy Winter 2025

 

Siili Bottles

 

Siili beers and swag

 

5 RESULTS

What our designers say – in their own words

 

Boost to ideation: AI was seen as a great sparring partner during the early phases of work. It helped clarify direction, unblock ideas, and accelerate the sketching phase.

Speed and efficiency: Many highlighted the time savings, especially in generating drafts or exploring style options quickly. This freed up time for refinement and decision-making.

Visual consistency: AI made it easier to scale visuals and maintain a cohesive look, especially when many assets were needed fast.

Room for creativity: Some noted that AI encouraged more experimentation. They could test bolder ideas without spending hours rendering them manually.

Still human-led: The final decisions, adjustments, and quality control always stayed in human hands.

Learning curve and caution: A few commented that while the tools were useful, they required careful prompting and editing to achieve desired results. Visual literacy and concept thinking were still key.

Overall, the tone was constructive and enthusiastic. Designers appreciated having AI as a creative co-pilot — especially when used with intention.

Key details

Client
Siili Solutions

 

Creative partner
Sherpa

 

Category
Paras AI:n tai muun uuden teknologian käyttö

Paras toteutus

 

Sari Ylinen, Head of Brand & Marketing
Jenni Siltala, Graphic Designer
Tommi Viitala, Senior Producer

Additional contributions from
Juha-Matti Kosonen, Head of Advisory & Design
Petri Lattu, Innovation Lead, Siili Advisory
Anna Eskelinen, Head of Communications

Elina Bono, Client Director & Partner
Tommi Kortesniemi, Creative Director
Pasi Janhunen, Creative Lead & Copywriter
Juho Heikkinen, Senior Creative & Art Director
Linda Capelletti, Client Director & Partner