Brand identity design
I've done a lot of brand identity design and I've been interested in brands forever, so I think I never get tired of designing them. On this page you can find a few examples.
Louhos Digital
2021
Case study
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Louhos Digital is a digital marketing and web service company from Turku, Finland, and also my former workplace. I worked there as an art director.
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My former employer Viestintäliiga Oy made a business deal and wanted to rebrand itself as more of a digital agency than a communications agency. I was the lead designer at the office, so designing the new visual identity for the company's naturally fell to me.
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Participate in creating a new brand identity from scratch (new name etc.)
Create a logo package and whole visual identity for the company
Prepare new social media and marketing photos and presentations
Help UI-designers and developers to implement a new look for the new website
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We had almost nothing, except for one website company and one communications company that wanted to merge into one. The challenge was to make different people feel unified. Also, the male owners of the company wanted a rough vibe without forgetting the femininity. Accessibility was also a very new thing that had to be studied at the same time.
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First, we brainstormed names and my suggestion “Louhos” was voted the winner.
I designed a logomark that was as simple as possible, one that would work in a small size and have the same design language as the old Viestintäliiga logo. I designed also an extensive logo package with a custom logotype, which included all kinds of versions of Louhos Digital's logos.
I also designed a clear typographic system and a color palette that would stand out from the competitors. The main colors were green, black and gold, and additional colors included rust and light pink.
Visual consept
“Roughness meets sotfness”
Kaista
2023-24
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Kaista is an end-to-end solution that streamlines how businesses order and manage taxi ride permits for their employees. It provides a management system for digital travel permits that enable prepaid taxi rides, eliminating the need for cash or receipts. Kaista offers separate web and mobile applications tailored for businesses, passengers, and taxi drivers.
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The client wanted Taiste, where I most recently worked, to design a brand identity and brand visuals, a website, and a mobile app for various operators. They also wanted a brand manual, and the production of marketing materials for social media and advertising.
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Participate in creating a new brand identity from scratch (new name etc.)
Do market research
Create a brand identity, a visual guidelines and a brand book for the new taxi service
Build a component library for Figma and the customer's use
Prepare marketing photos and videos for Kaista's marketing use
Ensure that the brand looks uniform in all channels
Cooperate with the client, UX designers, developers and marketing partner representatives.
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The client had no specific wishes regarding the corporate identity, so this was a unique design opportunity. The challenge was the very specific accessibility requirements and the expansion of the project many times over compared to the original plan.
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Me and the design team brainstormed a name for the company and I came up with the idea of Kaista.
I designed a strong logo mark that would have a sense of movement and that would work well as an app logo and a graphic element.
We conducted comprehensive competitor analyses and tested color palettes and typography for accessibility together with UX designers and developers.
We designed a design system in Figma and a brand manual that presented things like tone of voice in addition to the visual brand identity.
I designed animations and marketing images + some icons that were simple and playful, yet informative. The new service was quite complex and difficult to understand, so the message had to be kept as clear as possible, both written and visual.
Case study
Visual consept
“Bold lines, simple and accessible messages.”
Some other brand books
2020-2024
Taiste Brand Book
I designed the 50+ page Brand Book for my former employer Taiste using mostly existing brand elements. The visual identity of Taiste was already designed for the most part, but in this project I myself was able to define, for example, the use of graphic elements and design the icon library from scratch.
Billebeino Brand Book
Billebeino is a Finnish clothing brand whose front man is former NHL hockey player Ville Leino. My job was to create a light Brand Book for Billebeino's sales purposes based on the existing look. In addition for that, I wanted to create a completely new graphic element for the presentation and it is presented here.
Asfalttikallio Brand Book
Someone else had designed the logos and colors, but I developed typography and graphic elements and created a brand manual from existing materials.
In many of my projects, I've also worked with brand messaging and customer research, in addition to visual work.
Niki Laaksonniemi