In a digitalisable environment the importance of visual communication increases. Communication is heard, but it is also seen in different channels. Through visual communication the company communicates internally with employees and externally with partners, customers and other stakeholders. The company’s integrated visual communication supports brand building. A strong brand brings the company recognizability and economic benefits.

The commissioner of this thesis is Oulun Kamppailuklubi Oy. The subject of this thesis was born from the need of the commissioner company to create a solid visual communication. The underlying problem was the lack of graphic guidelines and difficulties in communication. Clear guidance was required for the growing company’s existing business image, communication and brand maintenance. The goal was to create a guideline for internal and external communication, which includes the core issues of the company’s communication and a visual look.

The knowledge base of the thesis includes internal and external communication, brand, media advertising and visual design principles. The development task of the thesis is to unify and guide the company’s visual look. As a result of the thesis, the brand manual was created to maintain the company’s internal and external visual communication.

In addition to maintain the brand manual it should be kept up to date. For further action I would see the brand manual as a tool for the company’s internal communication. The brand manual would include more detailed plans for the company in the future, some customer profiles and target groups as well as checklist to assist in the making of the marketing materials. The brand manual should be used as an orientation material for new employees.