- Visual identity refresh
- Web design and development
- Copywriting & brand concept
Koskenkorvan Trahteeri is a destination for memorable events, relaxed sauna experiences and summer bed & breakfast stays at a traditional Finnish farm. The site also houses a unique museum dedicated to the pride of the small village of Koskenkorva: Altia’s Koskenkorva spirit plant.
The visual identity was renewed based on the original identity I designed in 2018, refining it to communicate the company’s expanded services more clearly. A custom WordPress theme was developed to support the updated design and place greater emphasis on the venue’s event offering.
Visit
Client
Koskenkorvan Trahteeri Oy
2025
The Maker of Emotions
- Concept
- Visual identity refresh
- Copywriting and refining the brand message
- Video script and production
- Motion graphics
Concept and visual identity refresh for Seinäjoki City Theatre’s 60th anniversary. The identity and copy were introduced at the beginning of the year 2023 with a video ad, updated graphics and new set of slogans. The theatres minimalistic red and white visual identity has become so recognizable and unique in the Finnish theatre field, that the anniversary update was made respecting the original identity guidelines, celebrating the original tragedy–comedy symbolism derived from the logo.
Client
Seinäjoki City Theatre
2022–2023
Video Sound
Riku Metsä-Ketelä
Voice Actor
Mari Pöytälaakso
- Visual identity
- Art direction
- Illustration
- Photo edit and manipulation
- Web development
My work as an in-house graphic designer at Seinäjoki City Theatre included creating the visual identity with a focus on designing a consistent visual language for all the plays, managing the look through seasons 2012–2017 and building a website on WordPress. This scalable, versatile and recognizable visual system was well adapted and is still in use — after 2017 I’ve continued working closely with the theatre on a freelance basis. The promotional images presenting actors are done every season in collaboration with the house photographer Jukka Kontkanen.
Visit
Photographer
Jukka Kontkanen
Client
Seinäjoki City Theatre 2012–2024
- Visual identity
- Web development
- Brand voice & copywriting
Enerless is a consulting firm offering energy efficiency solutions for businesses. The challenge was to create a concept that communicates the brand’s core idea, less is more, in a minimalistic way, that flips the apparent meaning of ’less’ in Enerless into something positive. The business idea is simply a risk-free service of reducing energy costs and carbon footprint by fine-tuning already existing property automation systems, with no need for any investments, generating only wins for all parties, an equation in which there are no losers. The ’less is more’ philosophy was brought to life through a sleek visual identity, compelling brand voice, user-friendly website and a LinkedIn campaign.
The concept and content were designed originally in Finnish, and the examples here are translated into English where applicable.
Visit
Visual identity, web developer and senior copywriter
Emilia Kaupinmäki
Junior copywriter and content writer
Antti Huhtanen
Client
Enerless Oy
2024
- Concept
- Visual identity
- Magazine layout
- Magazine production
- Project management
- Web design and development
- Article editing
Kulttuurilehti Ilmiö was a magazine covering artistic and cultural events of the city of Seinäjoki: theatre, music, visual arts, museum and literature. The challenge was to create a scalable visual and thematic concept that would gather all the different fields and events into a solid, logical but fun to read magazine. The concept was also requested to be somehow linked to Seinäjoki’s slogan, which is ”Avaruuden pääkaupunki”, ”The Capital of Space”. (Just to clarify, Seinäjoki quite literally has a lot of space.)
The project was managed, designed and carried out by me from concept to both a paper and an online magazine. The magazine was published twice a year 2019–2025, distributed free of charge to all the inhabitants of the whole province. It found its audience well, especially as a physical publication.
Visit
Client
The City of Seinäjoki & Taide Seinäjoki Network
2019–2025
Concept
ART
Art is refined expression of human imagination. Art can as well be a physical object as, for instance, some theatrical, musical, literatical or interdisciplinary piece. Whether art imitates nature or consists of abstract elements, it’s created to be perceived and interpreted by an observer.
The subject can be approached by reviewing the senses needed for observing the piece. Art can be experienced in several ways: a painting is seen, a book is read, a composition is heard, a play is seen, heard, smelled or even felt. No matter what the medium, art evokes sensations and feelings, which lead to an interpretation.
INTERPRETATION
As something meaningful, a piece of art needs an interpretation. All art can be interpreted, and every interpretation is a chance for a different conclusion. No matter what the conclusion, a piece of art is perceived as a meaningful phenomenon.
PHENOMENON
The magazine’s name Ilmiö means ”a phenomenon” in Finnish. A phenomenon is something that can be experienced through the observers senses, just like art needs a perceiver to interpret its meaning. When people gather together, it’s also a phenomenon, whether it be a concert, exhibition, performance or any other event. No matter what it is, a phenomenon can be experienced. A phenomenon is something unusual, interesting and meaningful.
Symbolism
LIGHT
Light can mean immediate feeling and experiencing. Light connotes as well to creating, knowledge as realization. In numerous cultures our main source of light, the Sun, symbolises immortality, which can refer to art as a way to reach immortality, as art can live on after the artist has passed.
STAR
A star is an appealing and extremely common symbol in numerous cultures. Stars twinkle inspiration and realization, and they are truly creators: they create energy, light and life.
PENTAGRAM
A pentagram is a five-pointed star, a closed figure that can be drawn with one stroke. Nowadays it’s usually linked to occultism, but it’s an ancient symbol which can be found from the Egyptian hieroglyphs, Christian iconography, alchemy and the symbol of the Pythagoreans, just to name a few.
The dimensions of a regular pentagram follow the golden ratio, which has undeniable importance not only in mathematics, but also in aestethics and art.
A pentagram has a beginning and an end, just like art: art begins as an idea and ends to the interpretation of its perceiver.
A pentagram also symbolises microcosm, the inner cosmos of man. The idea of macrocosm and microcosm reflecting one another originates from Ancient Greece, more specifically Pythagoras. The concept travelled through the writings of Socrates and Plato all the way to the Renaissance, when alchemy was becoming popular.
The European alchemy was not only about the transmutation of more common metals into noble ones, but more and so a philosophical theory about refining and perfecting the human soul and the connection of microcosm and macrocosm. Alchemy recognizes the classical elements of the Ancient Greece: earth, water, air, fire, and the fifth element aether – the element from where all spiritual and creative actions originate and thus of course art as well – and the symbol of these five elements is a pentagram.
GEMSTONE
Gemstones are hard minerals, that can be cut and polished: like art, they are carefully crafted and refined. A gemstone doesn’t shine on its own, not until light pierces it, just like (yes, you guessed it) art needs an observer to decode its meaning.
Icons
There’s a symbol for each cultural field with which every page is marked: visual arts, literature, theatre, music and museum. Under each field there are subcategories to indicate what kind of an event the article is about: painting/sculpture/photography…, novel/poems/philosophy…, musical/comedy/drama…, classical/jazz/rock…, exhibition/educational and so on.
The basic idea for the subcategory icons is about what sense is needed to interpret the piece of art or event. The visual system can however be used in more concretical way as well, if it illustrates the subject better.
All icons are paired with titles for clarity.
Colors and graphics
Each issue has one main color. The color system consists of three shades of the same color: light, medium and dark, which can be used in combination with black and white to create structure and hierarchy to each issue.
Typography
Ilmiö 1/2019
Poster Campaign
Anything but Grey
- Visual Identity Concept
- Copywriting
- Consulting
My role in this project was to consult the theatre’s marketing team and design a concept for the new visual identity and copywriting. The look was finished by the theatre’s in-house designer Elisa Sola.
Graphic Designer
Elisa Sola
Client
Kouvolan teatteri
2020
The city of Kouvola has a reputation of being gray and a bit depressing, so the theatre wanted to present itself as a playful splash of life and emotion.
The theme of the new identity was built around the main slogan Anything But Grey. The concept of bringing color to the grayness is used in different theatre themed polarizations to tell what the Kouvola theatre is an antidote for.
— Emotion for Dullness
— Drama for Boredom
— Comedy for Misery
— Music for Silence
- Visual identity
- UI + UX design
- Icons
Visual identity and UI + UX design for an online ticket platform.
Client
NetTicket
2020
UI design
Concept
The visual identity and the site layout are based on this basic idea of a perforated ticket. I designed a new logo to go with the new look, but the client decided to keep their old one for practical reasons.
Typography
The circle shapes are repeated both as decorative elements as well as in the typography itself.
Colors
Icons
Rapid Third Eye Movement is an ongoing two-person ecommerce project for hand illustrated tees with meaningful backstories. R3M has been in the works since 2023, initially as an interdisciplinary concept combining symbolism studies with illustrations and short stories, and the webshop is about to fully launch in 2026.
Symbolism, visual identity, illustration and website
Emilia Kaupinmäki
Short stories, copywriting and brand voice
Antti Huhtanen
Visit
The Brand
Rapid Third Eye Movement is a brand with a flair for the occult, without the grumpy wizards and blood sacrifices. R3M aspires to make what is esoteric into exoteric by weaving together hand-illustrated clothing, arcane symbolism, and stories that awaken the passions. Rapid Third Eye Movement, as a brand name, comes from combining the term REM (Rapid Eye Movement) sleep in which dreams occur, with the concept of the Third Eye that symbolises spiritual awareness and insight. This amalgamation reflects the deep and meaningful inner space, without forgetting the playful and somewhat absurd nature of dreams. This interplay recurs throughout the voice with which the brand speaks.
The Products
Product descriptions are designed to be quirky and multipurpose, so that they can be used without major edits as social media posts and sponsored content. As a bonus, the whimsy keeps the brand approachable and the grumpy wizards in their dungeon.
Symbolism & Stories
Every product page includes a chapter that opens up the symbolism behind the product, actual studies of historical hidden knowledge, and philosophical concepts for those who are interested, from which the brand draws inspiration. With every design, there’s also a short story that sets these symbols in a frame of a fable so that the eidos of them can be better understood. The short stories will also be used as packing inserts to bolster the brand identity.
- Graphic design
- Illustration
- Video script and animation
- Website
The visual art and design of the druid metal band Unshine’s album Karn of Burnings has been the most fulfilling project in quite some time, not only because of the album’s themes closely aligning with my personal projects and interest in esoteric symbolism, but also for all the artistic freedom and trust.
Client
Unshine
2024
Website
Symbolism index
☉
Sun; the cycle of life, an endless loop, finite and infinite, the Universe, consciousness, omphalos, millstone, eye
+
cross; as above—so below, four seasons and the four elements
🜨
sun cross; Sun worship, and all the overlapping meanings with the Sun and the cross symbolism
웃
human; a vessel, a seer, a dualistic being
꩜
cone; the pineal gland, consciousness, symmetry, dualism, perfection, fibonacci, sacred geometry, the Universe, connection with nature, anima mundi
🜂
fire; a force of life that purges, destroys, renews and illuminates, an element contributing to the ever reccurring cycle of life
Hjul
The first single is Hjul, ’wheel’ in Swedish, a song about the ancient celebrations and life revolving around the Sun in connection with the nature. A pine cone burning in the painful bliss of truly seeing was my choice to symbolise the subject.
The pineal gland is the seat of the soul, said philosopher René Descartes. It’s a pine cone shaped melatonin producing organ located at the center of our brain. It’s been referred to as the gate to higher consciousness by philosophers and in several spiritual traditions. It’s the third eye, the Eye of Horus, the eye of the shaman seer—looking both ways, inward and out. In the end all these different metaphors refer to the same metaphysical structures and tendencies of the human mind seeking a broader perception of existence, trying to understand its own role and the interconnectedness of all things, finding balance in the recurring fractal structures of nature and life. It’s about the dualistic far ends of one in relation to all, taking a higher view of the oscillation between the two, that then reveals itself to be a big wheel of dukkha that’s never still, travelling a full circle from the beginning to the imminent end. The cycle of life, the nature, the universe, the net of being, channelled through an eye wide open.
Maa jälkeen ihmisen
The second single Maa jälkeen ihmisen paints a picture of a post-apocalyptic world that’s replanting its roots in harmony after man-made imbalance, slowly purging itself of pollution in the wasteland of ignored causality. For this subject I revisited an old illustration about the correlation of death and beginning, and the end seen as the light shed to the path of rediscovering balance as the ego faces the inevitable entropy. The mind and the soul, released by the chaos of our perishing body, all turning into nothing, returning to the All. Death invites that which is separate back into unity, the solitary fountainhead we all call home.
Aettarfylgja — music video
- Logo design
- Typeface design
Logo and custom typeface for an equestrian company.
Client
Bona Causa
2022
