Brandcrafty Oy
Brandcrafty is a Finnish marketing agency that initially launched with branding and digital marketing services but has since specialized comprehensively in supporting subscription-based business models. Today, Brandcrafty offers design, testing, validation, and ongoing development for subscription-based models, along with marketing solutions for SaaS companies.
Brandcrafty’s first five years have been marked by significant changes: the company’s establishment, the founders’ maternity leaves, continuous development of the company and services, international crises, specialization in a specific industry, and Brandcrafty’s integration into a larger portfolio of marketing companies through corporate restructuring. Aamu has been a key pillar in all these phases.
Aamu helped navigate COVID-19 and pivot the business
When the COVID-19 pandemic hit, Brandcrafty also had to adapt quickly to the changing situation. As the global economy faltered and companies cut costs, many significantly reduced their marketing investments.
“Competitors suddenly went under. Our amazing team did everything they could to keep Brandcrafty afloat. The company was so young that there wasn’t much of a buffer. We asked ourselves: Are we doing the right things to survive? If we manage to survive, will pivoting be enough for growth?”
– Brandcrafty’s Anna-Riitta Vuorenmaa shares.
The days became hectic, and the rapid and aggressive pivot of the business became the focus. Everything non-essential, even critical recruitments like maternity leave replacements, was put aside. The early days of the COVID-19 pandemic felt like an intense boot camp, with all waking hours dedicated to developing the company and adapting to new circumstances. As a result of this hard work, in addition to traditional marketing services, Brandcrafty began focusing on testing and validating subscription-based business models, which was a crucial step in the company’s specialization in certain industries.
In this turbulent change, the support and structure provided by Aamu were invaluable. Through the Clarity partnership, it was easy to monitor key metrics and development. When business monitoring was based on business drivers and not just accounting, Brandcrafty could anticipate changes in operations and key metrics months in advance. The expert team’s leadership consulting and operational action recommendations gave Brandcrafty’s management clarity and confidence to move the company forward.
“COVID-19 was by no means over, but we had a clearer sense of which direction to take the brand.”
– Anna-Riitta Vuorenmaa reflects.
When 100% growth isn’t enough, you’re on the right path
In Brandcrafty’s first full fiscal year together, the growth rate was over 100%. With Aamu’s support, the effects on cash flow improved tenfold without compromising growth investments. The company’s finances were scrutinized, and this knowledge was shared with the operational team. “It’s vital that everyone on our team understands what our business is built on. Clarity has helped visualize our finances and makes our daily work easier,” comments Iira Jäntti, one of Brandcrafty’s founders. As the growth trajectory again showed 100% in the first quarter of 2021, Aamu’s team was optimistic about having found the right direction. “When a 100% growth rate isn’t enough for the team, you know you’re on the right path!” Aamu’s Ville Poikolainen laughs.
Aamu enabled the founders’ maternity leaves
The new direction brought by the pivot was successful. Brandcrafty’s sales grew, and the team size doubled. The larger team required a complete reorganization of operations. The fledgling company transformed into a growing company, needing processes, quality definitions, and operational guidelines. Practices that had become the norm for the old team were no longer sufficient; suddenly, there were different everyday questions like “Who is my supervisor?” and “Who is allowed to order a subscription?”
At the same time, Anna-Riitta received her own news when the test stick showed two words: Raskaana – Gravid.
“Wow, what timing! Everything seemed to be going well, but I was constantly nervous. Was the summer growth sustainable? What could we really trust and invest in?”,
-Vuorenmaa wonders.
During these significant changes, both owners were about to step aside for a while, and the main question was, what happens next? Who would run everything? Brandcrafty and Aamu Partners had been working together for some time, and in late autumn, Vuorenmaa called her Aamu team. The agenda included a proposal Aamu hadn’t received before.
“Thoughts became clearer. I realized that the answer to the challenges had been there all along. We had a team that had grown, albeit still a bit confused, but with many talented people, and we had Aamu, who knew our business inside out. We didn’t need a special CEO for this.”,
Vuorenmaa explains.
Vuorenmaa’s plan was to distribute leadership within the team internally, with Aamu Partners playing a significant role. Aamu’s task would be active management by numbers, providing tools, and guiding the management team. With clear responsibilities and goals, the management team + Aamu Partners would take the reins while the owners were occupied elsewhere.
“Our team is amazing, and thanks to Aamu’s support, I now feel optimistic! I’m eagerly peeking into the future, and it’s not as nerve-wracking anymore!”,
-Vuorenmaa exclaims.
With Aamu’s support, towards successful corporate restructuring
Aamu and Brandcrafty’s collaboration was based on the Clarity partnership, which is always tailored to meet the client’s needs and aims to ease the company’s management and increase its value. The goal is for the owners to receive the reward they deserve for founding and leading the company. To achieve this goal, the owners’ intentions must be clear. The owner strategy work done during the Clarity partnership helped clarify these intentions.
As a result, it became clear that Brandcrafty’s owners still wanted to grow the company, even though the global economy was suffering from international crises following the COVID-19 pandemic. However, it was also noted that achieving ambitious growth targets would require broader support in the form of a corporate restructuring. Once the owners’ intentions were clarified, the determined implementation of the ownership strategy could begin.
Through exploring different options and discussions between the owners and Aamu’s experts, it became apparent that Brandcrafty should join a larger corporate portfolio, which would open up new resources for growth and development. Aamu helped identify and approach potential corporate restructuring partners.
Brandcrafty’s next big step took place in early 2024, when Valve acquired Brandcrafty’s entire share capital, and all Brandcrafty employees and clients transferred to Valve. We wish the entire Brandcrafty team success as part of a significant corporate portfolio!
If you want support in managing and increasing the value of an expert company or assistance in planning and executing corporate restructuring, contact Aamu Partners.

Aamu Partners has adapted flexibly to changing situations and has always taken on the role that we most urgently need at the time.Iira Jäntti, Managing Partner