When ownership returned to Finland in 2025, the company stood at a new beginning. With change came opportunity, and one of the boldest decisions was to choose a new name. We knew that a name is more than a word; it is a symbol of identity, history, and future ambition.

But instead of handing the task to an agency, we turned inward. We invited our entire team to take part in a brand identity workshop. Together, we reflected on who we are, what we stand for, and the role we want to play in shaping the future of work. We imagined what we would look like if we were a character, what qualities we represent, and what story we want to tell the world.

The workshop sparked passionate discussions. One voice described us through the element of water. Ever flowing, guiding forward, calm yet filled with adventure, and strategically deep. The metaphor resonated with everyone. We as humans are mostly water, it is our element!

By the end of the workshops, we had collected 86 name suggestions. Among them, one rose above the rest: Veen. Its roots lie in the Finnish national epic Kalevala, where Veen Emonen, the Mother of Waters, guides the seas, guards good fortune, and ensures respectful behaviour on the waters. It was a name rich with symbolism: fluid, powerful, and deeply tied to Finnish heritage.

To complete it, we added & Co. A simple yet meaningful expression of how we work. We don’t build success alone, but together with our clients, our networks, and our partners.

And so, Veen & Co was born. – “Bold enough to make a difference. Proud enough to leave a mark.”