KONE · EDITORIAL CONTENT

KONE: SHOWCASING PEOPLE FLOW THROUGH URBAN JOURNEYS

Revamping KONE’s global reference communications into Urban Journeys—a flagship editorial magazine and international video series illustrating how KONE shapes the flow of urban life across global landmark projects. As editorial lead and main video producer, I helped pitch and win the account, going on to direct international story commissioning, write feature pieces, produce videos, and manage end-to-end global asset repurposing for sales enablement and digital channels.

Role

Editorial Lead | Video Producer | Content Strategist

Year

2017–2021

Execution context

Delivered via Spoon Finland, the creative & strategic communications agency

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WHERE WE STARTED

When KONE sought to refresh its global customer reference communications, the organisation focused on four key operational goals:

Modernising legacy reference formats
KONE’s legacy References publication required a fresh editorial identity to better engage global architecture, construction, and enterprise audiences.
Anchoring stories to strategic narratives
Customer success stories needed an overarching editorial concept that linked technical equipment specs directly to KONE's core messaging around urbanisation and “People Flow”.
Expanding into video and digital channels
To reach digital audiences, KONE needed to expand beyond print by producing a companion video series tailored for LinkedIn, YouTube, and corporate channels.
Managing multi-region production schedules
Capturing high-profile reference projects across different continents required a structured, repeatable production workflow to keep international teams aligned.

HOW I HELPED

I was part of the core team that pitched for and won the account, developing the Urban Journeys framework and leading execution across print and video production:

Concept creation & pitch win
Co-created the Urban Journeys narrative concept, connecting individual reference projects to macro shifts in urban living, high-rise construction, and architectural design.
Editorial leadership for the print magazine
Led editorial planning in close coordination with KONE comms teams—designing issue themes, commissioning global writers and photographers, managing art direction and print approvals, and writing feature stories.
End-to-end video production
Served as main producer for the Urban Journeys video series—commissioning international shoots, writing narrative scripts, conducting interviews with KONE executives and customers, and directing post-production edits.
Multi-channel asset repurposing
Established production schedules designed for maximum asset yield, repurposing main print and video assets into social media clips, sales enablement tools, and event materials.

CAMPAIGN VIDEO SERIES

Select examples from KONE's flagship video mini-documentary series conceptualised and produced to showcase landmark projects across the globe.

Urban Journeys: Daxing Airport (Beijing, China)