Fortum – Identity refresh
Fortum wanted a new, brighter, refreshed look, that feels more Nordic. We updated their colour palette, imagery, typography, logo, slogan, illustrations, infographics, and the guidelines to match the new assets.
Since Fortum stands out from it's competitors by their green colour, we wanted to make the most of it. Something we also had to take into consideration was Fortum's new strategy, that tells about them powering the world. We took these two factors into the design by choosing a very strong and vibrant green colour, that looks and feels powering: the Powering green.
We then continued with adjusting their overall palette. We wanted to be able to use green more widely in the designs. That's why we needed to deepen the darker green shade in order to make the Powering green really pop on top of it. This is how we got the Calming green. We then added a new shade of green in between the two other greens and that's how we got our third primary colour: Consistent green.
The typography was the next step and it's stronger now than ever. We started using a slightly airier font cut with a tighter tracking and with a much larger size in the headings to give the typography more punch.
We organized photoshoots to create new brand images that stand out from our competitors and stock images. The new imagery is strongly Nordic.
We also created a new visual element: The Power Bar. The Power Bar can be seen on top of photographs to bring more brand colour as well as the powering aspect into our visuals.
The illustrations, infographics and icons were also updated. Now Fortum has a library of delicate continuous line illustrations that work well with the new colour palette. They also needed a more detailed style for infographics and more descriptive illustrations and we created a new outline style for that as well. The icons were updated colourwise to match the new, refreshed visual identity.
From dim
to fresh.
Työkanava – New visual identity
Työkanava is a new kind of staffing service company that provides a new way to find employment for people with impaired capacity to work, as well as the right professionals for different assisting work tasks for the employers.
Työkanava needed a new brand identity with all the assets imaginable and of course, graphic guidelines to guide the brand forwards. We also designed their first campaign.
Työkanava's visuality is a combination of strong typography, playful colours, and a noticeable illustration style, that features a character resembling Saul Steinberg's old illustrations, combined with abstract coloured elements on the background.
We also created a fun and striking portrait style that showcases relatable, ordinary people on top of Työkanava's brand coloured backdrops.
We also built them a distinctive and colourful iconography, featuring our character from the illustrations and animations.
It was very important for our client that our approach would be optimistic, empowering, and playful.
Työkanava wants to communicate personal growth for the employees and business growth for the businesses hiring them. We should under no circumstances be too serious or then again too naive, to the point that we would be giving a wrong impression for the audience. This was especially important with finding the perfect cast for the photoshoot. The models needed to be extremely relatable. We wanted them to look content and proud, but not too exaggerated or have any unnatural, fake expressions.
Työkanava is helping people that have e.g. severe burn out, deafness, blindness, or other similar situation that might make getting a job nearly impossible. The jobs they can offer are therefore more in the lines of assisting work as they are meant to be part time in nature. Työkanava wants to be able to make everyone who wants it, be able to work and feel empowered while doing so.
Telia – The Smart One
Telia One (B2B) is aiming to be smart, insightful, and easily approachable. Together with my team we have designed multiple smart executions, where we play with the copy, the image, or both. We utilised for example perspective change, common Finnish idioms, visual resemblances, or even tan lines to create witty ads for Telia.
