Powered by Insight: A New Brand for the Road Ahead
After more than a decade on the road, OnniBus arrived at a crossroads. It was ready to sharpen its market position, redefine the customer experience and reimagine its brand to stay ahead of today’s challenges.
Drawing on insights from over 14,000 customers and employees, we clarified the market position and built a brand identity that goes beyond design — shaping how the brand behaves, engages, and is experienced across every interaction.
INDUSTRY
Travel
MARKET
Finland
WHAT WE DID
Customer insight, Qualitative & Quantitative research, Segmentation, Brand Positioning, Brand Experience, Brand Identity
Starting point: Understanding the brand, inside and out.
To move the brand forward, we first needed to understand it clearly — both from the outside in and the inside out. Together with the OnniBus team, we explored market needs and opportunities and connected them with the company’s own ambitions and capabilities, engaging employees throughout the journey.
What we did
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Uncovered customers’ values and needs through market analysis, surveys and interviews, tapping into the voices of more than 14,000 people.
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Defined and segmented target groups to guide development now and in the future
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Leveraged our Informed Customers study to deepen and expand the insights.
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Co-created with employees, from bus drivers and customer service to top leadership, to surface the company’s true strengths and capabilities
From deep insight to a clear direction: “Mutkatonta matkantekoa” – Smooth Travelling
Our extensive insight work led to a position that signals a fresh direction and resonates with the defined target groups. We captured it in one simple yet powerful idea: Mutkatonta matkantekoa — Smooth Travelling. A promise that drives every decision toward making journeys as smooth and smart as possible. A promise that inspires everyday progress across the entire organization
We once again validated the direction with customers and employees to make sure it’s inspiring and achievable at every step of the customer journey.
As a result, we delivered:
Target group definition and segmentation – clear guidance on how to speak to different groups and what to prioritize.
A sharpened brand position and brand promise.
Brand experience guidance to define how the brand comes to life across the customer journey and touchpoints.
A renewed visual and verbal identity.
Curious how the new position translates into design?
All the groundwork came together in a renewed brand identity: one that turns deep insight into clear direction and a distinctive expression.
Explore the design case next – coming soon!
“Working with Kuudes gave us fresh perspectives, tangible outcomes, and the courage to be true to ourselves as a brand. We valued their deep consumer research expertise and their eagerness to involve both customers and our own team in the journey. Kuudes proved the perfect partner — analytical, fast-thinking, challenging, and creative.”
Henna Ojala
Head of Customers
For more information:
Jari Danielsson
CEO, Kuudes Nordic
jari.danielsson@kuudes.com
+358 40 730 9612
