“What is the future ‘urban wilderness’ like?”


CASE Jakomäki Brand Study

Jakomäki Brand Study is the vision for Jakomäki’s new area brand. In the vision, we examined and mapped the existing image of Jakomäki as an urban neighborhood and compared the reputation established by the media to the views and experiences of the residents. Based the analyses, MUUAN created a future vision for Jakomäki called ‘urban wilderness’, which draws from the existing, strong appreciation for nature. The vision creates guidelines for different stages of complementary construction with new services and functions.


MUUAN made a video of the workshop presenting the participatory design process and the vision. The significance of identity is immeasurable for any area but too often this potential remains unexploited. Often the area and the offered products are seen as separate but this is not the truth. A strong area brand supports the functional brand and vice versa.


Brand study & Development plan




14 ha


Jakomäki, Helsinki, Finland


City of Helsinki


Nordic Works


Olli Metso, Tiina Antinoja, Aleksi Rastas, Tuulikki Tanska, Lauri Salo

brand, complementary construction, mixed-use, participatory process, service design, urban