ABOUT MEI am a 27 year-old Creative Sustainability master’s degree studentfrom Aalto University School of Arts, Design and Architecture,Helsinki, Finland. Creative Sustainability is an internationaljoint master’s degree programme at School of Arts, Design andArchitecture, School of Economics and School of Engineering. Theprogramme brings together students from different fields to studyin multidisciplinary teams and to create new sustainable solutionsfor human, urban, industrial and business environments.My background is in packaging and graphic design. Before studyingin Aalto I worked in a design agency called TBWATango. TBWAis a globally renowned company, chain of advertising and designagencies. My work contained photographing, assisting in designprojects, partly designing independently and partly assisting thehead designer in various different design projects such as design-ing concepts, visual identities and package design.I got bachelor’s degree from Lahti Institute of Design in 2009. I was anexchange student for a semester in Dresden Hochschule für Technik Saara-Maria Kauppiund Wirtschaft, Germany in 2008, where I studied product design.This portfolio contains samples of my work, which I divided in threecategories: Sustainability, Graphic Design and Miscellaneous.
NOVO NORDISK CORPORATERESPONSIBILITY BROCHURENovo Nordisk is a global healthcare company with 89years of innovation and leadership in diabetes care.Novo Nordisk Farma Oy was established in 1972 andemploys currently 70 people in Finland.In 2012 Novo Nordisk was named by Corporate Knightsthe most responsible company in the world. NovoNordisk has also received many awards for CSR(corporate social responsibility) reporting in recentyears. Awards and global recognition have enhancedthe company’s good reputation. However, generalpublic does not know much about the company andits achievements in Finland. Novo Nordisk Farmawanted to uplift its image and show people that thewhole organization was taking part in responsibilitymatters.My assignment was to design new solutions forcommunicating Novo Nordisk ’s CSR to generalpublic in Finland. As a result they published a CSRbrochure that shows company’s responsibility matterswith infographics. This was an important project forme, since I was in charge of writing and designingthe brochure. My personal goal was to present theinterconnectivity of various issues and make thetext as tangible as possible for the general public.Summer 2012 3) The brochure The brochure is folded in three and the poster (4) can be found when the whole brochure is opened. 1) 2)
4) Small Vocabulary Työntekijät - Employees Ympäristö - Environment Talous - Economy Tutkimus ja tuotekehitys- Research and product development Yhteisö - Community
LEARNING GAMES FOR CHILDREN,GIRAFFE GAMES PROJECTwith Ketan Devadiga and Jarkko KurronenEducation in most developing countries followstraditional teacher-centred methods that are basedon rote learning and memorization. These teachingmethods neither motivate the students to learn norhelp them use the knowledge gained in real lifesituations. The aim of the project was to make learningfun by developing educational games that could beused in schools.The project was part of Sustainable Global Technolo-gies Studio course and the project focused on theKenyan school system. The target age group ofstudents was 9-12 years. We had developed threeconcepts: role-playing, treasure hunt and an experi-mental quiz game. For the role-playing concept wedeveloped a hospital theme, which taught studentsabout various health and nutrition issues. The othertwo concepts still need further development.The field trip to Kenya was made in autumn 2012with successful results. The testing of the game wasconducted in two private schools and at a sundayschool at a local church. At the time of our visit, thepublic school teachers were on a strike for higherwages, so we could not test the game at a publicschool.The testing sessions confirmed that the role-playplatform works as a teaching method. The resultswere congruent throughout. There is no doubt that thechildren playing the game were enjoying themselves,and in the end of the session they learned aboutthe content. In addition, the children that weren’tnormally active in the classroom were equally joiningthe play. The role-play also encouraged collaboration,which is desirable in a highly competitive environment.Partners: EduFinder and Red Cross2012 Photos by Giraffe Game
Video edited by Saara-Maria Videos We made a video that shows the results when students are playing the game in Kenya. The rules of the Hospital game are explained in an illustrated video.Illustration by Saara-Maria, edition by Jarkko and voice-over by Ketan Videos are available in our blog: giraffegames.wordpress.com
Corporate Responsibility Communications: 1) One lasts longerPoster Series for K-Supermarket 2) Milk from Finland 3) Responsible grocery 4) We recycle your batteriesMy bachelor’s graduation project was conducted incollaboration with Kesko, a Finland based multina- = 5) Free-range eggstional retailing conglomerate. More about Kesko:www.kesko.fi/enThroughout my thesis, I was mainly working withthe company’s food trade sector. The content of mybachelor thesis was marketing Kesko’s corporateresponsibility in supermarket environment. In thegraduation project, I also studied the concept ofcorporate responsibility (CR) as a trend; I was observ-ing its motives and CR as a competitive advantage.The assignment was to find new ideas to inform CR insupermarkets to customers. This included planningsuitable themes, methods and material for marketingcorporate responsibility. In the end, the project tookform of five posters and other marketing material thatI designed and copywrote for Kesko Corporation’sK-Supermarkets. I analysed the colour palette in thesupermarkets and tried to discover how a poster couldstand out from the challenging supermarket environ-ment. I tried to find responsibility-matters that wouldbe meaningful for common people.The thesis study consists of four different parts: First,how to identify the possible themes that would berelevant for general public. Second, finding the righttypeface that is visually linked with Pirkka-label. Third,designing various concepts on CR in supermarkets.Fourth, designing the posters.A year after the graduation, Kesko released a campaignwith the cow and its shadow resembling the shapeof Finland’s boundaries. Kesko has also added thestickers that I suggested on retail coolers to informconsumers about Kesko’s electricity reductions.Graduation ProjectSpring 2009
Selkeä merkintä tuottajamaasta esim. värikoodilla. Mainoskyltti LED-valoilla säästää sähköä akauppa Vastuullinen ruok Vastuullinen kauppias tukee lähituottajia. Pihalla paljon tilaa pyöräparkeille Lähiruoka kunnolla esille! Concept for Beginners How could new retailers make sustainable choices already in the beginning of their business? In the brochure retailers find practical information on important choices when starting their business. FONTIN HIENOSÄÄTÖÄ 59KIRJASINTYYPPI Tietyissä sanoissa Amadeo StdOlimme toimeksiantajan kanssa puhuneet aiemmin, kealukuiselta ja myös toimeksiantajaettä voisin mahdollisesti liittää työhöni Pirkka- bran-din. Etsin eri kirjasintyylejä Pirkka-logon avulla, sillä ha- -kirjasintyyppi vaikutti vai- sanoi asiasta. Esimer- Kierrätämme Original Amadeo Sdtfontilla. kiksi sana "kierrätys" oli hankala lukea. Päädyin tekemäänlusin myös muiden julisteiden tekstien tulevan samalla pieniä muutoksia fonttiin käyttämissäni sanoissa. Erityisesti r-kirjain oli hankala lukea. Kierrätys Modified version pidempään Amadeo Sdt Original typeface esimerkki alkuperäinen kirjasin Monoline Script Sdt Wendy Sdt Modified version muunneltu versio Kaufmann Sdt Vastuullinen Original typeface Modified version Spring Sdt Nuptial Script Sdt Flood Sdt kestää Original typeface Modified version Univers Sdt 49
Yksi kestää 10 krt.pidempään = energialamppu kestää 10 kertaa pidempään = Yksi energiansäästölamppu kestää 10 kertaa = pidempään IDEOIDEN KEHITYSKAARIHow the Posters Should be Placed?The CR-matters presented on the posters shouldbe in relation with the products on the shelves. Inother words, posters cannot be placed randomly. Forinstance, poster on recycling batteries should notbe placed above milk products. Inconsistent posterplacement could create chaotic atmosphere andconvey unclear message.Established MaterialThese two items of my final work were establishedby Kesko in 2010.
€ ! Julkinen taho, Rahavirta Diabetes-lääke Informaatio rahoitetaanCREATIVE SUSTAINABILITY verotuloinDesign for Sustainability Markkinointi TerveysneuvontaCommunication is crucial in multidisciplinary teams, Lääkärit Riskiryhmä (esim. ylipainoiset)however, often communication can be challenging, Media & markkinointisince people with various expertise backgrounds have Lääkkeentheir own expertise specific discourse. Sometimes matka tehtaalta potilaalle.visualizations can help conveying the right informa- Julkiset toimielimettion and make people understanding each other. Valtiollinen päätöksen tekoVisualizations can also be useful when communicat- (hallitus & eduskunta) Novo Nordisk Novo Nordisk Farma Oy Lääketeollisuusing complex issues. FIMEA/EMA myyntilupa lääketurvaThis is a collection of tools and methods that I have Kunnallinen/paikalli- nen päätöksen tekofound useful during my master’s studies. Some of (sairaanhoitopiiri)them are basic project management tools and some Lääketukku Sairaanhoito- HILA lääkkeidenvisualizations for understanding the consequences piirien hankinta- renkaat hintalautakuntaand showing different aspects of multi-dimensional Life Cycle Analysisissues. Design for sustainability takes Sairaala- Apteekit Sairaala/tk & lääkärit apteekki every phase in the production chain into consideration. InAutumn 2011- Spring 2013 Stakeholder Mapping principle as designers we should This is a useful tool for under- think more holistically about the standing the current situation whole lifecycle of a product (or a Tutkimuslaitokset & yliopistot and showing the relation be- service) in order to find the most KELA Sairasvakuutus tween different stakeholders. sustainable way to produce the Potilaat (diabeetikot) This particular stakeholder artefact (or service) so that it will mapping shows the complexness have the least negative impact of the company Novo Nordisk e.g. on the environment. Farma’s insulin production Potilasyhdistykset supply chain and companies’ Illustration by Roman Lihhavtshuk communication channels. Project Planning Well-planned project is easy to tackle. When there is enough time reserved for each design phase the project will most probably reach its objectives without obstacles.
ARLA INGMANCloser to NatureArla’s global commitment ‘Closer to Nature’ Tangible results of Arla’s Closer to Nature -commit-focuses on making sure that Arla’s products ment can be seen also in Finland: for instance Arlastay close to nature. Beyond the slogan Arla is has reduced food additives of their dairy products,bringing green thinking in every aspect of their produced new products without any additives andbusiness: e.g. in production, products, packag- avoiding the usage of bleached carton (inside of theing, distribution and corporate commitment. package). In addition to actual acts Arla Ingman’s packaging is brought visually closer to nature byThe commitment is built on three pillars: Natural making the range more similar to each other andProducts – majority of the products being free of adding flower cups to indicate the natural freshnessartificial ingredients and additives, Zero Waste – aim of the products.to reduce greenhouse gas emissions from packagingby 25 per cent by 2020 and Activities in Nature – I was partly finishing the packaging design layoutsenhancing the experience of connection with nature. and partly designing them from scratch. Arla Ingman Part of my work in TBWATango consisted of design- ing new product variations. The work included making drafts, designing graphic guidelines and controlling Photo by Saara-Maria Kauppi the print result. Here are some of the new variants that I have designed (Kadett logo by Mervi Turpeinen). 2009-2011
Samples of Arla Ingman’sCloser to Nature product variation
6413300037319 Parasta ennen/Bäst före: suomalaisia juustoja. Ammattitaidolla syntyy monipuolinen valikoima ensiluokkaisia, pohjoisimmassa juustolassa ulottuvat vuoteen 1964. valmistuvat Arlan kotimaiset juustot. Pitkät perinteet maailman ohjoisen puhtaassa luonnossa, Kuusamon jylhissä maisemissa P Ratalev. 310mm 600 g laktoositon RAVINTOSISÄLTÖ/NÄRINGSVÄRDE/100 g: 1600 kJ/ energia/energi 390 kcal 1-luokkainen suomalainen juusto. 1-klassig ﬁnsk ost. proteiini/protein 29 g Rasvaa 30 %. Fetthalt 30 %. hiilihydraatti/kolhydrat 0g Ainekset: termisoitu maito, hapate, Ingredienser: termiserad mjölk, josta sokerit/varav sockerarter 0g suola (0,6%), juoksute. syrningskultur, salt (0,6%), löpe. josta laktoosi/varav laktos 0g Kypsytetty vähintään 3 kuukautta. Mognad minst 3 månader. rasva/fett 30 g Laktoositon. Sisältää runsaasti josta tyydyttynyt rasva/ Laktosfri. Innehåller rikligt 20 g varav mättat fett kalsiumia. med kalcium. ravintokuitu/kostfiber 0g natrium 0,2 g Säilyy avaamattomana +2 - +8 ˚C:ssa Hållbar i oöppnad förpackning vid kalsium/kalcium 1000 mg* vähintään parasta ennen -päivään. +2 - +8 ˚C minst till bäst före -datumet. *125 % päivän saantisuosituksesta/ av rekommenderat dagsintag Valmistaja: JK Juusto Kaira Oy, Tillverkare: JK Juusto Kaira Oy, Kuusamo Kuusamo FI Markkinoija: Arla Ingman Oy Ab, Marknadsförare: Arla Ingman Oy Ab, 60403 01150 Söderkulla, Suomi 01150 Söderkulla, Finland www.arlaingman.ﬁ www.arlaingman.ﬁ Kuluttajapalvelu: 0800 0899 Konsumentservice: 0800 0899 6413300037524 ARLA INGMAN Pakattu suojakaasuun. Pakkauksen lajittelu: energia- tai sekajäte. Förpackad i en skyddande atmosfär. Förpackningens sortering: energi- eller blandavfall. Parasta ennen/Bäst före: suomalaisia juustoja. I designed the concept for Arla’s domestic cheese. Ammattitaidolla syntyy monipuolinen valikoima ensiluokkaisia, The hilly landscape illustration (above) is used in pohjoisimmassa juustolassa ulottuvat vuoteen 1964. all domestically produced cheese. The illustration Toisto 265mm valmistuvat Arlan kotimaiset juustot. Pitkät perinteet maailman ohjoisen puhtaassa luonnossa, Kuusamon jylhissä maisemissa P portrays the landscape of the area where the cheese is produced in Finland. COLOURS: ✔ DESING ARTWORK ✔ PRODUCTION ARTWORK The ‘familyPRINTING ARTWORK(on the right) captures the typicalTaavetti Laitisen katu 500300 Helsinki cheese’Finland idyllic Finnish backyard with aREFLEX BLUE PMS 361 with PMSdog.Tel. +358 9 454 0412Fax +358 9 454 0416 PMS girl playing C a 285 C WHITE MATTALAKKA CMYK CUTTER GUIDEinfo@checkpointpro.fiCOMMENTS: CLIENT SIGNATURE: WHEN PRINTED IN 100 % THIS LINE SHOULD MEASURE 100 MM: Ratalev. 310mm Illustrations by: Lasse Rantanen Spring 2010 laktoositon 600 g RAVINTOSISÄLTÖ/NÄRINGSVÄRDE/100 g: 1150 kJ/ 1-luokkainen suomalainen juusto. 1-klassig ﬁnsk ost. energia/energi 270 kcal Rasvaa 17 %. Fetthalt 17 %. proteiini/protein 31 g Ainekset: pastöroitu maito, hapate, Ingredienser: pastöriserad mjölk, hiilihydraatti/kolhydrat 0g josta sokerit/varav sockerarter 0g suola (1,0 %), juoksute, syrningskultur, salt (1,0 %), löpe, josta laktoosi/varav laktos 0g happamuudensäätöaine (E509), surhetsreglerande medel (E509), rasva/fett 17 g säilöntäaine (E252). konserveringsmedel (E252). josta tyydyttynyt rasva/ 11 g Laktoositon. Laktosfri. varav mättat fett ravintokuitu/kostfiber 0g Säilyy avaamattomana +2 - +8 ˚C:ssa Hållbar i oöppnad förpackning vid natrium 0,4 g vähintään parasta ennen -päivään. +2 - +8 ˚C minst till bäst före -datumet. kalsium/kalcium 880 mg* *110 % päivän saantisuosituksesta/ av rekommenderat dagsintag Valmistaja: JK Juusto Kaira Oy, Tillverkare: JK Juusto Kaira Oy, Kuusamo Kuusamo Markkinoija: Arla Ingman Oy Ab, Marknadsförare: Arla Ingman Oy Ab, 01150 Söderkulla, Suomi 01150 Söderkulla, Finland www.arlaingman.ﬁ www.arlaingman.ﬁ Kuluttajapalvelu: 0800 0899 Konsumentservice: 0800 0899 Pakattu suojakaasuun. Förpackad i en skyddande atmosfär. Pakkauksen lajittelu: Förpackningens sortering: energia- tai sekajäte. energi- eller blandavfall.
MALACO AAKKOSETDisko variant, assisting Marko SalonenMarko Salonen designed new packaging for Aakkosetvariants: Hedelmä, Sirkus and Salmiakki. Among withfinishing the layouts for printing, I designed the newvariant called Disko.Together with distinctive pattern, the colour paletteof Disko variant is carefully thought through. Coloursare inspired by the variant’s flavours: raspberry,strawberry, grapefruit, orange, pineapple, blackcurrant, liquorice and red currant.Creative Agency Bond finished the variants.More information:http://www.behance.net/gallery/Aakkoset/3254127Autumn 2010- Spring 2011 My design of the pattern. Finished versions by Bond Agency.
SPARKLYAssisting Anssi RäisänenSparkly is completely new kind of beverage soldin supermarkets that gets its flavour from genuinesparkling wine. The product range has threeflavours: Brut − dry, Blanc − semi-dry and Fraise− semi-dry strawberry flavoured sparkling wine.My contribution was to finish the illustrated patternand the label text, define the colours and make thelabel ready for printing and control printing results.Autumn 2010- Summer 2011 Photos by Saara-Maria Kauppi Photos by Anssi Räisänen
Freelancing: Visual Identities, Web Design, Web Design & Visual IdentityLogos and Photos (Dirikka Logo by Erik Bertell)2012-2013 2012Business cards for Hyvä Voima. NIMI pvm. klo NEUTRAFACE TEXT, Book abcdefghijklmnopqrstuvwxyzåäö ABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ 1234567890 NEUTRAFACE TEXT, Bold abcdefghijklmnopqrstuvwxyzåäö HILKKA MATILAINEN ABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ Fysioterapeu i MK 1234567890 Hieronta- ja hyvinvointipalveluja +358 4053 34488 hilkka.matilainen@hyvavoima.ﬁ Hoidon peruutus kului a www.hyvavoima.ﬁ viimeistään edellisenä päivänä.
I also made a real size mock-up. The material is filler.ELASTIC COSMETIC PACKAGING FOR ORIFLAMEWhen observing the cosmetic packaging one caneasily realize that only a few of the packaging isreusable. I also noticed problems with the materialchoices; many times plastic breaks easily and issometimes difficult to use and most often do notprovide a solution to attach necessary accessorieswith them. I also thought about the everyday useof the product, how the brush and the cake will behandled and what is their aesthetic appearance. Myconcept makes the usage of the product easy andconvenient for the consumer.The basic idea is that the consumer buys the productonce and after finishing it she can re-fill it with a newblush cake. Cakes are sold separately. The materialof the package is rubber (latex) or silicone. With newmaterial and packaging solution Oriflame can easilydifferentiate its brand from the competitors. 1. 2.The work was made for Oriflame’s design competition.Autumn 2008 3. 4.How to use(1-2) Just pull the cap inside out with your fingers. Theelastic cap fits easily in the hand and it can be squee-zed in order to get the best grab. (3-4) When Blushingthe hand can be placed inside of the rubber cup so itwon’t get dirty. After blushing, flip the cap to its normalposition and close the product.The lower part of the package is easy to re-fill with anew cake.
2.TAISTELEVAT METSOTCompany co-operationM-real is one of Europe’s leading suppliers of The sculpture is based on Ferdinand von Wright’s oilpaperboard and related services, coated and uncoat- painting “Taistelevat metsot” from 1886. It is made ofed fine paper and coated magazine paper. corrugated board and its surface is Cresta wallpaper. Measures are 120cm x 180cm.The Company was organizing a big internationalconference in Tampere and they wanted to advertisetheir new wallpaper product Cresta. They arranged Spring/Autumn 2007a competition and me and my colleague’s idea was M-Realbeing produced in to the conference. My colleague,Ville Kolppo started to make pop-up wall and I pop-up 3.art. 1. 4. 1. The sculpture in its real size 2. The original painting from von Wright 3. 3D-modelling 4. Making the cardboard sculpture Photo by Antti Ahtiluoto
TAPE RENDERING 1In Dresden, Germany, I participated in tape renderingcourse. The mentor of the course was BMW design-manager Gerhardt Friedrich.Tape render is commonly used, when designinglarge objects e.g. vehicles. With tape render -methoddesigner can easily perceive vehicle’s shapes inthe scale of 1:1.The idea is to use only two materials: tape and plastic 2foil. All the black and grey that can be seen in thepicture is tape that creates the shadows and theshapes. The layer beneath is working as a ‘shadowlayer’ and the layer in front creates the shapes.Spring 2008 3 1. The work is only made of tape and foil 2. Making the vacuum cleaner 3. Wacuum cleaner is 120% of its real size
PRO CARTON NORDICAPackaging design competition 2007Pro Carton Nordica was holding a design competi- washing powder packagetion for carton board packaging. It was an opencompetition for all design students in the fiveNordic countries. The assignment was to designconcepts for carton board packaging and give themextensive publicity.I found problems in the existing washing powderpackages. Pouring the detergent from the squareshaped box into a small hole of the laundrymachine and attempting to get the right dose isoften difficult. The pouring hole can be too smallfor detergent to come out and the perforationis sometimes too difficult to rip off. In order todesign a triangle shaped package, I decided toalter the shape, the lip and the size. I added a90-degree angle for more environmental friendlydistribution.Advantages of the package:There are folds for squishing the package in order toget the right amount of detergent and to get rid offthe lumps. It is easy to open and close. The shape Multipacksis optimal for pouring washing powder into the holeof the washing machine. In addition the shape ofthe packaging has a great standout advantage. Aneconomical multi-pack solution is created, when 2 4packages can be stacked together for multipacks.Autumn 2007 1 3The square shape of the existing packaging makespouring the detergent difficult Photos by Tomas Amos Kouba
ONE PACKAGING Photos by Saara-Maria KauppiTWO FUNCTIONSPETIT NOIRFood Packaging Design Awards 2008Stora Enso organized a competition for designstudents around the Nordic Countries. The com-petition was looking for sustainable food pack-aging ideas. The question was, how to use car-ton board to replace plastic, glass or aluminiumpackages, thereby offering new types of foodpackaging with a reduced environmental impactand a smaller carbon footprint.I analysed different packaging and realized thatinstant coffee is usually packed in glass or plasticjars. Especially the glass jars are ecologically andeconomically heavy in production and retail environ-ment, and they often get thrown away withoutrecycling. I also thought about the everyday use ofthe product, how the coffee and the package willbe handled and what is their aesthetic appearance.The package is easy to open, just pull the lid untilthe package is fully open. Closing the packageis also simple; just slide the lid into the cut. Thetriangle shape is advantageous for pouring theinstant coffee straight from the package in to thecoffee cup.The form of the packaging is based on Uikkulaundry detergent packaging. However, Iredesigned it’s opening and closing mechanismand made the packaging schema simpler to cutand fold (pictures 1-3).This work was shortlisted.Autumn 2008 1. 2. 3.
THE TRIPLETScompany co-operation courseThis work is designed for a Finnish company,Vip-juicemaker. Vip-juicemaker produces juice,soda water, cider and soft drinks. Its present marketareas are the Nordic Countries, Russia and the BalticStates.The design brief was to design 1,5 litre disposablePET-plastic bottle for soft drinks. However, I designedthree 0,5 litre bottles that can be stacked togeth-er. The innovative bottom of the bottles provides asolution that one 1,5litre soft drink bottle could inreality consist of three different 0,5 litre soft drinkbottles. Plastic wrapping keeps the bottles togetherthroughout the distribution.Life size mock-ups’ material is filler.Spring 2007