Athensmed has renewed its visual identity to reflect the company’s next phase: a stronger focus on societal impact, impact-driven work and the development of healthcare service businesses. At the core of this new direction is the belief that the future of investing must be about more than financial return alone.
The new imagery concept was created in collaboration with Meeri Koutaniemi. Koutaniemi is an internationally awarded photographer, documentarian and journalist whose work has focused on human rights, social impact and human connection across different parts of the world.
During the photoshoots, a theme began to emerge that had not been explicitly defined beforehand, yet became visible in almost every image. “The project evolved organically through authentic situations and ultimately became very broad in scope. Compassion emerged as the common thread connecting all the photographs”, Koutaniemi describes.
According to Koutaniemi, the images strongly reflected human understanding and connection. “Every image captured an encounter and a sense of understanding between people. A feeling of one person reaching towards another and being there for them.”
The same thinking is reflected in Athensmed’s work. The company is currently developing an impact model aimed at creating new ways to measure and understand societal impact from an investor’s perspective. The underlying idea is that evaluating impact also requires human-centred metrics. The images serve as a reminder that at the centre of investment activity, there is always a human being. This is particularly true in healthcare service businesses.
Meeri Koutaniemi’s photographs will be displayed not only across digital channels but also in child welfare units. “We hope the photographs encourage viewers to recognise connections with other people in a compassionate way,” says Kustaa Piha, CEO of Athensmed.
