M2-Kodit renews its image in the changing rental market – anniversary campaign launches nationwide 9.3.2026News Affordable rental housing provider M2-Kodit, owned by Y-Säätiö, is renewing its brand identity and launching a nationwide campaign to celebrate its 10th anniversary year. The reform is being implemented in a situation where the rental housing market has tightened and competition for residents has increased. There are currently over 30,000 vacant rental apartments available in Finland, which has increased competition between landlords, especially in growth centers. – The rental housing market has changed rapidly, and even affordable rental housing operators must take care of their awareness and attractiveness. We want to clearly communicate what M2-Kodit offers and why living with us is smooth and safe, says Minna Pääkkönen, Director of Communications and Marketing at Y-Säätiö. Brand recognition at the center The new look will elevate M2 Homes’ signature M2 shape to a central visual element. The update includes, among other things, a three-dimensional visual world and an expanded color palette. The brand images emphasize authentic everyday life, people, and different life situations. The anniversary campaign and visual identity renewal were carried out in collaboration with advertising agency 358, which was selected as a partner after a competitive bidding process with several agencies. – The new look and concept brings all the meeting points together and creates the foundation for building a strong M2 experience. It is great to be able to bring new energy to the industry together with M2-Koti,” says 358 strategist Emmi Mattila . Visibility on different channels The anniversary campaign will start in mid-February with radio advertising on several channels. The television campaign will start nationwide at the end of February. In addition to the above-mentioned channels, the anniversary campaign will be promoted on social media, websites, housing portals and outdoor advertising throughout the year.