Challenge: As Suunto turned 90, the brand sought to celebrate its legacy while reinforcing its global position as a leader in precision instruments. The challenge was to create an identity that could express nine decades of Finnish craftsmanship and innovation, connecting with both longtime and new audiences, and work seamlessly across digital, social, and event platforms — all without relying on a traditional anniversary symbol.

Approach: The anniversary identity is driven by Suunto’s dynamic spirit, moving from emotive, human moments to technical, performance-focused expressions. Through bold typography, flexible imagery, and a series of evolving statements, the system captures the brand’s enduring values — from courage and curiosity to precision and endurance. It’s designed as a living, adaptable identity that bridges past and present, giving teams the tools to consistently convey Suunto’s story across contexts.

Outcome: The identity launched globally across digital channels, social media, and events, spanning through 2026. Flexible assets enable local teams to create campaigns and experiences that feel both personal and performance-driven, while staying true to Suunto’s heritage. The result is a cohesive, living tribute to 90 years of exploration and innovation, celebrating the brand’s unique blend of human emotion and technical precision.

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