Strategy builds shared reality and choreographs collective movement. By combining analytical structure with perceptive sensing, we enable organizations to read their environment, move with intention, and operate confidently in complexity.
-
Institutional and Corporate Strategy: For companies, cultural institutions, and public bodies redefining their long-term vision, role, opportunity, and impact.
Business and Growth Strategy: Future-fit business models, value-creation logics, service ecosystems, and revenue architectures that align ambition with impact.
Brand Strategy and Transformation: Brand evolutions, narrative reframes, and purpose setting that ground identity in meaning, cultural relevance, and future opportunity.
Our Strategy Offering
-
Continuous learning: Strategy evolves as the world does. Futures, goals, and everyday actions are updated as contexts shift and learning accumulates.
Collective alignment into action: Shared direction turns into coordinated action, ensuring that teams, partners, and stakeholders pull toward the same future.
Experimentation as direction: Prototypes, pilots, and strategic bets generate evidence, de-risk decisions, and reveal paths that cannot be planned in the abstract.
What Strategy Is Now
-
Systems view and business intelligence: Read structural forces, economic trajectories, and changing logics of value creation.
Social sciences and cultural studies: Understand emerging behaviors, shifting identities, and the meanings that shape relevance.
Design inquiry and creative methods: Transform understanding into prototypes, models, and new ways of acting that accelerate organizational learning.
How We Practice Strategy
Our strategy practice supports businesses, institutions, and brands. The work ranges from organizational transformation and new business models to brand evolution and long-term vision setting. It may be the right fit when you are:
We create strategies to shape and shift systems. This means articulating futures, reframing narratives, redesigning business models, and composing a portfolio of initiatives that turns direction into action.
The Model
The Process
You can see this approach in action through our collaborations with cultural institutions, global companies, and creative brands. Below is a glimpse into our strategy work.
-
The museum has been actively exploring how digital and media experiences can offer the same sense of depth, delight, and discovery as a physical museum visit. Recent pilots in digital exhibitions, experimental platforms, generative technologies, and web3 opened a foundation for more ambitious transformation.
Using our worlding framework, we developed a strategy and operating concept that positions digital as both a cultural force and an institutional capability. The work defined how digital art, media production, and underlying infrastructure can evolve together across all three museums.
The outcome is a future-ready, people-first digital strategy: a model for producing layered media worlds around exhibitions and collections, expanding reach beyond museum walls, deepening audience engagement, and enabling new forms of revenue and artistic possibility.
The Finnish National Gallery
Digital Strategy and Vision
-
Suunto is an iconic Finnish sports technology brand known for its high-performance watches and instruments trusted by athletes, explorers, and outdoor professionals around the world.
Together, we defined a future-facing brand purpose that became the anchor for an updated brand narrative, value propositions, and strategic direction aligned with Suunto’s long-term growth.
To ensure the change lived across the organization, we designed a company-wide training and activation program that translated the new brand purpose into everyday decisions.
The work equipped teams with a shared language, strategic clarity, and the confidence to seize emerging opportunities in a rapidly evolving category.
Suunto
Brand Strategy and Purpose
-
Fuuga is a new music hall for Turku, an acoustically world-class, architecturally distinctive, and culturally ambitious venue designed to elevate everyday life through exceptional musical experiences. Once complete, Fuuga will renew Turku’s music ecosystem, enhance the city’s international appeal, and serve as a cultural anchor along the evolving Aura river.
Poem collaborated with the Turku Philharmonic Orchestra, the multidisciplinary steering group, key stakeholders, and peer institutions to shape Fuuga’s strategic direction and operating concept. Through workshops, interviews, and collaborative design, we developed the hall’s mission and vision, its operational model, audience profiles, value propositions, service offering, and organisational blueprint, together with two governance scenarios for long-term management.
In the continuation project, we defined the service and business model options for Fuuga. This included outlining two alternative strategic directions for its operations, supported by business analysis and financial modeling. The future business of Fuuga focuses on delivering a high-quality service ecosystem for audience and corporate clients, with revenue opportunities in café and restaurant operations, proprietary events and programming, venue rentals, event services for companies, and retail and partnership activities.
Turku Music Hall Fuuga
Institutional and Business Strategy
Strategy Clients and Work
| Client | Work |
|---|---|
| Aalto University, ARTS & IDBM | Vision Setting |
| Ami Foundation | Brand Strategy |
| Amos Rex | Partnership Strategy, Creative Strategy |
| Archinfo | Institutional Strategy, Strategy Revision |
| Architecture and Design Museums | Institutional Strategy, Goal Setting |
| Business Finland | Institutional Strategy |
| Children's Culture Centre Färi | Institutional Strategy, Brand Strategy, Creative Strategy |
| Creative Finland | Vision Setting |
| Finnish Heritage Agency | Institutional Strategy, Goal Setting |
| EMMA Espoo Museum of Modern Art | Institutional Strategy, Expansion Vision |
| Global Climate Partnership Fund | Brand Strategy |
| HAM Helsinki Art Museum | Expansion Strategy, Business Strategy, Vision Setting |
| Helen | Vision Setting |
| Helsinki Biennial | Partnership Strategy, Creative Strategy |
| House of Visual Arts | Institutional Strategy, Service Strategy, Operational Strategy |
| IHME Helsinki | Brand Strategy |
| Iittala | Design Strategy, Brand Strategy |
| Lahti City Museums | Institutional Strategy, Operational Strategy |
| Nokia | Impact Strategy, Innovation Strategy, Design Strategy |
| Slush | Organizational Strategy |
| Suunto | Brand Strategy, Purpose Setting |
| The Finnish National Gallery, Ateneum & Kiasma | Digital Strategy, Business Strategy, Vision Setting |
| The Finnish Youth Housing Association NAL | Institutional Strategy |
| The Museum of History and Future | Institutional Strategy, Organizational Strategy, Service Strategy |
| The New Aviation Museum | Service Strategy, Business Strategy |
| Turku Music Hall Fuuga | Institutional Strategy, Business Strategy, Service Strategy |
| University of Arts Helsinki | Communication Strategy, Impact Strategy |
| Yle, The Finnish Broadcasting Company | Impact Strategy |
| YTK Fund | Institutional Strategy, Goal Setting |
| Zound Industries | Communication Strategy |