A Brand for a New World-Class Music Centre
Turku’s new music centre, Fuuga, opened its doors in October 2026. Since a world-class music venue was not built according to an existing template, it was only natural that its brand would not be created according to old formulas either. Fuuga needed a brand that matched the ambition of the music centre itself. The brand was developed through a workshop-based process, facilitated by Nitro, together with the project’s extensive and multidisciplinary working group.
Brand strategy
Visual identity
Tone of Voice
Fuuga Breaks Boundaries and Tears Down Walls
The ambitious architecture, acoustics, and performance programme of Turku’s new music centre, Fuuga, combined with its public art installations and restaurants, make it a unique cultural destination on an international scale.
Our goal was to create an independent and distinctive brand for Fuuga, one that respects the traditions of the cultural sector while also expressing a spirit of renewal.
Fuuga’s programme transcends cultural and genre boundaries. The music centre’s audiences vary according to its diverse content and events. The brand therefore needed to appeal to a wide range of audiences and resonate both locally and internationally.
Not an easy task
Veera Westerlund, Sales- and marketing director, Kulttuuriranta OyNitro grasped the brief quickly and with remarkable precision. I’ll admit that at first I was skeptical about how a highly participatory process could succeed with such a large and diverse group of stakeholders. Fortunately, my concerns proved unfounded.
The facilitation worked exceptionally well, everyone had a genuine opportunity to contribute, and the direction remained clear throughout the process. Nitro brought a strong point of view to the table while keeping all the moving parts under control.
The collaboration was professional, reliable, and effortless from our perspective. We achieved exactly what we had set out to create: a bold, emotionally engaging brand and a clear set of tools and guidelines for bringing it to life.
Culture, Now Written with an Exclamation Mark
We created a brand and visual identity for Fuuga that give the building a personality equal to its significance. Together, they make visible what Fuuga, standing proudly on the cultural waterfront of the Aura-river, truly is: a place where culture, emotions, and people come together.
Fuuga is a racing heartbeat, a held breath, a salty tear, and a burst of laughter. It is a bold, boundary-breaking cultural experience from Turku that moves its audiences in ways they have never experienced before. It makes hearts resonate and souls sing.
And here, culture is written with an exclamation mark.
Results
Booked tickets
In 100 concerts
Use capacity
For the rest of the year
Nationalities
Ticker buyers from across the world
Interested?
Everything from strategical know-how to implementations
Nitro hybrid agency combines an extremely strong business-oriented strategy and concept expertise with a top-quality productional capability, regardless of the channel.
Versatile hybrid experts
We are experts of strategical brand work, creative storytelling, digital design and multi-channel marketing communication, not forgetting our excellent technology and production abilities.
A reliable and committed partner
According to our clients, our commitment, our good price-quality ratio and our market-leading project management skills set us apart from the competition. Well said.
Mari Männistö
Head of Growth