Welcome to the backstage! Here you can find what is my process, what are the different phases and also get a peek into all the unchosen ideas that never saw the daylight. You can also find designs that have been completed but don’t have yet a proper study case made, so they are not ready for the proper work page.



Usually, I do this process by talking with the client on Skype or give them these questions to fill out by mail, but this is mostly because my clients are in a different city/country, so this is something we can do together as a workshop as well. 

There are some questions that I ask at the beginning of every project. I ask these questions from the client, but also do my own research on the topic.  I will guide you through each question and give examples, so you understand better what I am going after. 


1. The research phase


First thing what I usually do is that I research the market: 

  • Who are your competitors: how do they look and how they are doing things. What are they doing well and what are they lacking.

  • Who is the client: in what kind of world do they live in? What are their values, lifestyle and how does their world look like visually? What other brands do they use?

  • What is the purchase process now? Is it this way because that's the way things have always been done, or is there a reason/function behind the process?


After learning about others, I want to learn about you: 

  • What other brands do you look up to? They don't have to be from the same field. What is it that you like about them? Is it the way they speak, look, think, work... Is there something we can learn from them?

  • Where do you aspire to be in your field and why? Emphasis is on the word WHY

  • What are your core values and why do you think these are important

  • What you like and dislike. These can be any words/ideas/thoughts.. .about anything in the world, really.

Answers to these questions help me to understand better "your world" and your brand story. 

Then when it's a rebranding case, I analyse the current look and processes what you have now:

  • What elements need to stay and should not be removed because it will take away from the recognisability. Do the elements that stay need refining?

  • What elements work and don't work - and why?

  • The current work habits - if some materials, such as templates are not used - why is that? Is that they are complicated to use, there is no need for them, there are too many steps...

  • Are there some things that you continuously get thanked or praised by your clients or others

2. The brainstorming phase

After the questions starts the brainstorming phase. Based on the answers I will create a traditional mind map, where there are keywords. I will then draw from these other words, such as adjectives, colors, materials, feelings, sounds, smells, actions. 

After the mind mapping I usually already have ideas for the concepts that then I will start putting together in mood boards.

I present usually 3-4 concepts with a mood board, that consists images of graphic design, typography, patterns, colors, materials etc to create a visual world that communicates your brand story well. Depending on the timeline, I include already ideas for the logo (or whatever materials is needed first) with the mood boards, or if there is more time, we set down first the look & feel of the brand before going to the actual design.  

3. The design phase

After you have decided which concept you want to continue with, I move on to more concrete items, such as the logo, print materials, web design etc, whatever is needed. Ideally it would be great to be able to concentrate on one item at a time, but usually, I work on several things at the same time, because the timeline requires that. But after the look & feel of the brand has been set down, it's easy to do this.  


Next you will see some the mood boards to get an idea of how the visual part of the design phase starts. Please note that these are concepts and should be treated as so, meaning that they are used to convey and idea before fine tuning the actual design. The idea is usually shown first with a mood board, which is created based on the brief, and then the mood board is transformed into design assets to give an idea how it would look in real. After this the client will choose a direction and together we will fine tune it into the final design.

In addition to the concepts and moodboards, there are some finalised projects that I have not had a chance to put up on my site yet.



Dr. Romita (New York)

Branding for a high end plastic surgeon in the Upper West Side of New York. The look we aimed for is classic, refined, elegant and artful. Includes logo, typography, color palette, illustration and web design. The look and website will be launched in July 2019.



Flät No14 (Helsinki)

Branding for a coffee shop next to Karhupuisto in Helsinki. The coffee shop offers very high quality food, but is a relaxed place where you can chill like at your home. The brief was to reflect this by having a look that is fresh and clean but also playful and not too stiff and serious.

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Sky Tea (Nairobi)

Visual identity and packaging design for a tea brand. The product is Kenyan black tea and it will be sold in the Kenyan market. Will be launched in late summer 2019.



Maya Diab (Dubai)

Concepts for branding and packaging design for a celebrity make up brand.



This concept is a combination of soft colors and sharp shapes. The inspiration comes from Maya’s femininity and sensitivity that yet has a lot of edginess and boldness to it.


This concept is a combination of classic, timeless design and a bit of rock’n’roll. The bold black is combined with luxorious gold and pure white. The stark color palette is softened with well-rounded logotype. 



This concept communicates Maya’s iconic looks again. It is ultra feminine and classy without loosing the attitude and quirkiness. Bold blocky shapes are combined with nude colors and clean typography. 



This concept is based on the love of cities and people and how they intertwine together. We are complex beings and have many layers, just like cities. This concepts uses those layers too build interesting textures and certain roughness and edgyness to the look. Concrete is used as a material and color.



This concept is inspired by Maya’s bold looks and funny character. The strong red, combined with pale pink and neon pink is at the same time bold, sexy and playful and these attributes are repeated throughout the other aspects of the branding. The look is very recognizable and makes a big statement. 


This concept is inspired by Maya’s bold looks and funny character. The glossy red is at the same time bold, sexy and playful and these attributes are repeated throughout the other aspects of the branding. The look is very recognizable and makes a big statement. 



This concept was inspired by Maya saying that she feels comfortable in many cities. Also how she isn’t fixed on any specific brands or styles – she does what she feels like at the moment. She’s like a bird that can go anywhere whenever she wants. She’s spontaneous and perseverant at the same time.



The concept gets inspiration from the world surrounding us. Maya is the child of the world, and welcomes everyone. She has a magical feel to her, and by combining images §around the world into abstract collages, we create fascinating and intriguing images of her. The combinations are endless, yet they all communicate the same thing: the beauty and complexity of the world. Every image is unique but they all use the same color palette, a glowing rose gold, that combines them all together into a product family. The type and logo is has rose gold / copper foiling to bring that extra touch. 



Enigma perfume

Concepts for a luxurious perfume brand. Includes ideas for the bottle, brand images and the name.



Jungle / Fever / Beat / Heat / Lush / Night bird / Storm / Medusa / Deep / Pyrite / Cobra / Enigma / Infusion / Perfection / The secret / Utopia / After dark / Ecstasy / Kismet / Adrenalin / Endorfin

The target audience:

Passionate, sensuell, mysterious, independent, bold, 20-30yrs, prefers warm weather, medium or high income, high quality, goes clubbing, lives intense life.



Indigo / Monument / Storm / Silenzio / Deep / Mist / Voyage / Enigma / Infusion / Perfection / The secret / Utopia / After dark / Kismet / Endorfin

The target audience:

Mysterious, strong but quiet, bold, artistic, soulful, 20-40 yrs, lives in the city, loves nature, travels, high income, demands high quality, but not too polished



Enigma / Infusion / Perfection / The secret / Utopia / After dark / Ecstasy / Kismet / Endorfin / Reflection / Il momento / Voyage / Silence / Jade / Gone / Soul / Utopia

The target audience:

Soulful, sensuell, mysterious, independent, bold but calm, 30-40 yrs, lives in cooler environment in a spacious loft, travels, high income, demands high quality, but natural materials



Enigma / Infusion / Perfection / The secret / Utopia / After dark / Ecstasy / Kismet / Adrenalin / Endorfin / Carbon / Midnight / Melt / Fuel / Fume / Charcoal / Raw

The target audience:

Mysterious, strong, bold, artistic, rebellioussoulful, independent, 20-30 yrs, lives in the city, loves nature, travels a lot, loves underground culture, high income, demands high quality, but not too polished


Bottle ideas based on the chosen concept.



Terraform (los angeles)

The final visual identity and initial concepts for a website that collects and spreads information on ecological building and architecture.

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This concept takes inspiration from the soft tones of the earth and the beautiful layers the terrain forms. The color palette uses hues of sand and taupe combined with shades of forest green and to give the look some spark a bright mustard yellow and deep red. Typography in the logotype is bold and unapologetic. The brand mark takes cues from sharp, natural forms. 


This concept is inspired by different materials of the earth. The sand, rocks, forest, sea.. the all make an imporatnt part of the earth’s balance. The color palette consists of brick orange, colors of sand, pale stone shades, forest green and shades of bluish grey. The graphic design is minimalistic and uses geometric elements. The brand mark takes cues from architectural shapes. 



Tullin Sauna Concepts (tampere)

Concepts for a restaurant and sauna complex in Tampere.



Inspiraatio tälle konseptille tulee Tullin alueelle ominaisista punatiilisistä teollisuusrakennuksista. Alueen historiaa on kunnioitettu logolla, jossa on vaikutteita vanhoista nostalgiaa huokuvista logoista ja konekirjoitusmaisella typografialla. Logon symboli on punainen tiili, joka toimii tunnistettavana merkkinä materiaaleissa. Värimaailma henkii kesäyön sinisestä hetkestä veden äärellä, johon tuo ripauksen raikkautta marjanpunainen aksenttiväri. Kuvamaailma tallentaa saunomisen ja ravintolan hetket rosoisesti ja pilke silmäkulmassa.



Tässä konseptissa tuomme saariston ja meren sisälle, kuten sisustuksessakin on ideana. Logo jäljittelee vanhojen mainosten ja logojen päätteellistä typografiaa. Väripaletissa sininen ja harmaa luo harmonisen yhdistelmän, johon oranssipunainen aksenttiväri tuo kirpeyttä. Kun reipas saaristotunnelma sekoitetaan minimalisisteen taittoon ja typografiaan ja käsinkirjoitettuihin “muistiinpanoihin”, saadaan raikas ja mutkailematon ilme. Kuvamaailma on tervehenkinen, reipas, ja ehkä hieman humoristinen.


Tämä konsepti on saanut inspiraation Tullin Saunaan tulevasta sisustuksesta, joka tuo luonnon keskelle kaupunkia. Logo mukailee vanhanajan kursiiviotsikoita, joka tuo kotoisuuden tuntua. Raikkaat vihreän sävyt yhdistettyinä lämpimään ruskeaan luo lähestyttävän ilmeen, joka huokuu nostalgisuutta olematta kuitenkaan vanhanaikainen. Typografia ja viivojen käyttö tuo mieleen taulukot, joka taas tuo Tullin alueen historiaa ilmeeseen. Kuvamaailma on kuin suomalainen mies: rauhallinen, aito ja rehellinen. 



Inspiraatio tähän konseptiin on haettu myös Tullin Saunan rakennuksesta ja alueen historiasta teollisuuden keskuksena. Logon fontti on funktionaalinen ja selkeä. Tiiliseinä ja ruudukkoikkunoiden muotokieli toistuu ilmeen graafisina elementteinä. Väreinä ovat yksinkertaiset harmaan ja ruskean eri sävyt, joita pehmentää aksenttivärinä vispipuuron vaaleanpunainen. Kuvamaailmana on tiukkaan rajattuja kuvia, jotka keskittyvät tilassa tekemiseen; saunomiseen, ruuanlaittoon, työskentelyyn rentoutumiseen tms.