The document is a portfolio showcasing Kaisa Hoikkala's work from 2016, highlighting various projects in marketing communications, web design, and branding for Mifuko and Kokoro. It discusses specific tasks such as website overhauls, social media engagement, and the development of fashion collections, emphasizing creative processes and design principles. Additionally, the portfolio includes descriptions of styling and photography projects, showcasing Hoikkala's artistic vision and her collaboration with artisans.

1. PORTFOLIO 2016
KAISA HOIKKALA

2. Kaisa Hoikkala 2016
PORTFOLIO

3. MIFUKO

4. MIFUKO / MARKETING COMMUNICATIONS 2015
Marketing Communications for Mifuko including following:
- Brand communication development
- Strategic and visual planning, creative content roadmap for marketing
- Extending, renewing and moderating social media, engagement of audiences in dialog
- Design and narrative for social media (FB, IG, Pinterest, Twitter)
- Complete overhaul of website copy and structure
- Visual styling of photoshoot for print and web
- Visual styling and shooting photographs for social media use
www.mifuko.fi
www.instagram.com/mifuko_official/
www.facebook.com/Mifuko-120639254667/
fi.pinterest.com/mifuko0054/
twitter.com/mifukodesign

5. MIFUKO / WEBSITE OVERHAUL
2015
Complete overhaul of website
copy, structure and pictures
Website graphic design and
layout were kept unchanged.
Overhaul including following:
Redesigning website structure
Adding new headlines
Reorganizing headlines
Rewriting all existing website
information including webshop
product descriptions
Writing and adding new
information (WFTO fair trade
principles and practices, Mifuko
people etc.)
Writing and adding stories and
narrative
Separating narrative and
information with typography
Selecting new pictures for the
website
www.mifuko.fi

6. MIFUKO / SOCIAL MEDIA 2015
Planning and executing social media
Extending, renewing and moderating social media
Design and narrative for social media
Content production including text and pictures
Writing posts and updates
Planning, visual styling and shooting marketing content, events and campaigns
Engagement of audiences in social activity
Facebook and Instagram and Twitter renewals
Creating Pinterest account and managing boards
Some of chosen social media themes:
Interior Inspiration and use tips
Life in Kenyan countryside
Making of Kiondo baskets and other Mifuko items
Introducing Mifuko artisans
Introducing Fair Trade
Mifuko in media
www.instagram.com/mifuko_official/
www.facebook.com/Mifuko-120639254667/
fi.pinterest.com/mifuko0054/
twitter.com/mifukodesign

8. MIFUKO / STYLING AND PHOTOGRAPHY 2015
Styling and shooting photographs for social media use
Creating stories and narrative including designing photos
Planning, styling, shooting photographs
Photos for content marketing narratives
Photos for campaigns and events
Photos for news updates
Pictured:
Narrative / Autumn Delights
Media update / Introducing Stockmann Christmas Magazine
Narrative / Story of Round Shaped Birds
Campaign / Halloween
Event / Fathers Day Wishes
Narrative / Garden Treasures
Narrative / Garden Treasures
www.instagram.com/mifuko_official/
www.facebook.com/Mifuko-120639254667/
fi.pinterest.com/mifuko0054/
twitter.com/mifukodesign

9. MIFUKO / STYLING INTERIOR PHOTOSHOOT 2015
Co-planning and styling photoshoot with
Mifuko
Photos by Uupi Tirronen
www.mifuko.fi
www.instagram.com/mifuko_official/
www.facebook.com/Mifuko-120639254667/
fi.pinterest.com/mifuko0054/
twitter.com/mifukodesign

10. KOKORO

11. KOKORO
JAPANESE CONNECTION
Meet Daruma, a Japanese symbol of perseverance and good luck!
Daruma dolls have blank eyes in the beginning. The owner of the doll
then fills in one eye when setting a goal and the other one upon fulfilling
it.
This little Daruma was for my Master´s thesis ”Kokoro” and he now has
his both eyes painted and his full sight returned.
My exchange studies in Tokyo are an important source of inspiration for
this work.

12. KOKORO 2008
I designed Kokoro for my Master of Arts Degree at the University of Art and Design.
The work consists of a concept design of the Kokoro fashion label and a women’s collection for
spring and summer. An important part of the work is the thesis, where in addition to the final
results I document and analyze the design process and design decisions I made along the way
and explain the debates and the decisions.
The Kokoro collection is a delicate set of feminine dresses, skirts, coats and accessories and is
composed of cotton and silk in both vivid, fresh and earthy colors. The design celebrates a girly
attitude through playful details and cheerful swarms of textured buttons. On the inside of the
clothes and accessories the wearer finds hidden patterned linings, quietly resonating with the
Kokoro character.
The most visible part of the work is the fashion collection, but beneath everything there lies heart
and soul, the identity of the brand, its core values and the ways in which it interacts and
resonates with the world and consumers. I discuss the power of conceptions and emotional
design and the importance of little things, kindness and continuity. I present some intoductory
ideas of long term visual concept guidelines concerning for example the collections, graphic
materials and shop interiors, as well as the service concept and the consumer experience.
The name Kokoro (心 , こころ ), along with certain key ideas, comes from Japan, and translates to
heart, soul and mind. The written work focuses on the forming of a genuine brand identity and its
guiding values - turning everyday a bit more memorable by providing a joy of discovery, insights
and realization.
Kokoro collection was presented in the yearly fashion show at the University of Art and Design,
MOA Masters of Art festival, Masters on the Road exhibition at Galleria Norsu and at Olo.muoto
design fair in Lahti.
I received a grade 5 / 5 and my Kokoro book has been used as an example of good work at the
Department of Fashion and Textile Design at the University of Art and Design.
KOKORO

13. KOKORO
FIRST COLLECTION
Kokoro´s first collection is swarming with colorful, fabric
covered buttons! I wanted to use patterned fabrics in playful
and surprising ways. I remembered a jar where my grandma
used to keep buttons - me and my sister sometimes played
with them when we were kids. And so undisciplined schools
of buttons found their way to Kokoro dresses, bringing color
and joy to their users.

14. KOKORO AND LITTLE THINGS
The importance of little things - hidden
surprises inside the clothes, colorful
buttons and playful details. Kokoro clothes
invite their user to join in a little adventure.
The same cheerfulness is visible in the
fashion photographs and the book itself.
Styling by Kaisa Hoikkala
Fashion photos by Aino Huovio

15. KOKORO
CURIOSITY AND KINDNESS
A successful brand needs true passion.
Kokoro needs playfulness, curiosity,
personality, unhurriedness, kindness and
honesty. In the thesis I talk about the
values and the reasons they were
chosen.

16. KOKORO AND CONTINUITY
Every Kokoro collection has a theme
and atmosphere of their own: each
collection tells its own little story and
adds something to the Kokoro
character keeping it alive and thriving.
Kokoro wants to awaken curiosity and
be kind to its users.

17. 10
KOKORO
LABELS AND
PACKAGING
A paper label has
many tasks: to provide
information - a model
number, size or price.
A label also needs to
stand out, be
recognizable,
tempting and easy to
remember.
Kokoro labels are
designed with these
principles in mind.
The introductory ideas
of longterm visual
guidelines are pre-
sented in the book.

18. KOKORO COLLECTION
First Kokoro collection includes 22 designed
items - coats, jackets, dresses, skirts, pants,
tops, T-shirts, hats and bags.
Plus a bazillion of buttons...

19. KOKORO
MOODBOARDS
One of Kokoro moodboards.
Moodboards were an essential
tool when deciding little
details, bigger guidelines and
design principles for Kokoro and
its first collection.

20. KOKORO COLLECTION MATERIALS
Material samples are presented in the book:
- Structured,plainandcoatedcottons
- Silk
- Cotton jersey
- Ribbons for finishings and decorative details
- Linings: patterned cottons and cupro
- Patterned fabrics for decorative buttons

21. KOKORO BOOKS
I used Kokoro collection materials in the
Kokoro book covers and made a little bag with
a logo print for each book, also using the same
fabrics.

22. KOKORO IN MOA EXHIBITION AND FASHION SHOW
I used an old cherry tree as a centrepiece in my exhibition display
at MOA Masters of Arts festival. The tree was destined to be cut
down in my friends garden and I was lucky to get a chance to use
it. I painted it white and it was lifted up for the display.
The tree as a background provided a magical atmosphere - a little
piece of a true fairytale for Kokoro clothes.
Kokoro collection was also shown in the yearly fashion show at
the University of Art and Design.

23. KOKORO IN MEDIA:
GLORIA September 2008
by Pirkko Vekkeli
IMAGE 4/2008 May
by Pekka Hiltunen
Helsingin Sanomat 13 th
May 2008
by Hannu Pöppönen
CITY TO CITY Airport
Journal Shanghai Airport,
2009-03, No.93
by Lv shuiqing

24. KOKORO IN MEDIA:
GLORIA September 2008
Yhdeksän vastavalmistunutta maisteria by Pirkko Vekkeli
IMAGE 4/2008 May
Leikkisät by Pekka Hiltunen
Helsingin Sanomat 13 th May 2008
Maistereita moniin tarpeisiin by Hannu Pöppönen
CITY TO CITY Airport Journal Shanghai Airport, 2009-03, No.93
No.1 Education in the world. College´s transformation and innovation competition by Lv shuiqing

25. INNOFABRI

26. INNOFABRI
Visual identity and stationery 2012
Design of visual identity and stationery
for Interior Design office Innofabri Oy
(excluding logo). The playful design
uses home motifs and is full of bright
color and happy details.
Stationery includes A4 envelope, A4
letter paper, A5 postcard, business card,
memo block and a signature tape, de-
signed to be used at renovation sites.
www.innofabri.com

27. INNOFABRI
Designer and Project assistant / Interior Design projects 2012 -2015
I worked as a project assistant and designer in interior design office
Innofabri Oy. I worked together with head designer Anne-Marie
Reinikka on many interesting design and home improvement projects
including design, planning and on-site work, coordinating and over-
seeing the renovations.
I worked with textiles - I designed custom made textiles and partici-
pated in crafting them. I prepared color, material and product
proposals and assisted in coordination of the renovations.
In on-site negotiations with different makers and professionals,
good communication skills were a must.
My work included drawing sketches of custom made furniture,
contacting and communicating with makers and design stores,
processing offers requests, orders, shippings and customer com-
munications.
On this page and the following pages are some examples of the
projects in which I have been working.

28. INNOFABRI 2014
Interior Design, Helsinki
I worked as a project
assistant in this complete
furnishing and interior
design project including
design and choosing of all
colors, furniture, pendant
lights and table lamps and
many textiles for this
home. Design included
unique tables and TV units,
special shaped curtains
and other custom-made
textiles and consulting in
art choices.
My work included furnitu-
re proposals, participating
in the bespoke textile and
furniture design,
co-coordinating
renovations, processing
offers requests, orders and
product shippings.
Photos from
www.innofabri.com
All photos by
Anne-Marie Reinikka

29. INNOFABRI 2013
I worked as a project
assistant in this home
improvement, renovation
and interior design project.
My work included
participating in the design of
colors and overall style,
kitchen tile proposals and
co-coordinating and over-
seeing the renovation on-site
together with head designer.
Photos from
www.innofabri.com
All photos by
Anne-Marie Reinikka

30. INNOFABRI 2013
I worked as a project
assistant in this renovation
and interior design project.
We designed:
- new kitchen design
- colors and surfaces
- furniture choices
- furniture design
My work included
participating in all design
proposals together with
head designer Anne-Marie
Reinikka, co-coordinating
the renovation, processing
orders, offers requests and
customer comunication.
Photos from
www.innofabri.com
All photos by
Anne-Marie Reinikka

31. MIFUKO

32. MIFUKO / ZURI BAG 2009
Designing Zuri bag for Mifuko included some very
fascinating elements - I got a chance to work on the
first prototypes of Zuri at the Bombolulu fairtrade
workshop in Mombasa, Kenya, together with local
artisans and Mifuko.
Zuri bag is made of heavy and sturdy cotton canvas
and the lining is made of recycled men´s shirts.
Each shirt looks different, making each bag unique.
The corners are reinforced with inner car tires and
the brass rings are handmade in Kenya.
http://www.mifuko.fi

33. SELECTED DESIGN PROJECTS

34. CAT ILLUSTRATIONS FOR INNOFABRI 2015
Some of these cat sketches were used in textile and paper labels designed for interior design office Innofabri Oy.

35. “SOUTHEAST"
Handmade using partly surplus and sample material:
cotton, silk, wool, linen and synthetic fabrics combined
with heavy black or natural colour linen.
An earthy, natural colour palette with subdued plum as
accent was used. Straight rectangular shapes together
with structurally distinct but subtle material selection
produced a sense of stability, serenity and control. The
neutral overall tone adapts gracefully to a contemporary
interior while the different textures of the materials
create and interesting look and feel. Only excellent
quality materials were used.

36. “JUICY NAP“
A true fruit salad!
The eclectic mix lights up in
sunshine and celebrates simple
passing pleasures of life - joy of
growth and floral splendour. The
collection draws its vigor from the
wild bunch of traditional patterns
of East Africa, Scandinavia and
Japan.
Custom designed cushions are
handcrafted from kanga fabrics
brought from Kenya and Tanzania,
vintage kimono fabrics and vintage
curtains, all complemented by a
heavy natural color linen on the
backside.
As a whole, the series is a strong
statement for the right to cheer
simply for the sake of it. Good for
a positively inclined coffee shop,
colorful home or a playful AirBnB
interior.

37. EASTER
Handmade easter eggs crafted
using real egg shells, a cheerful
selection of traditional and con-
temporary origami papers and
many, many layers of lacquer.

38. HIPPA PRINTED T-SHIRTS
AND STUDY PROJECTS

39. HIPPA T-SHIRTS 2000-2007
A collection of handprinted T-shirts together with
Minna Impiö. Hippa T-shirts were made of Fin-
nish and mainly surplus materials and sewn in
Finland. All shirts were handprinted by Kaisa and
Minna.
The story of Hippa T-shirts started from our
study collaboration collection Fugu, featuring a
pufferfish print, at the University of Art and
Design. We first printed t-shirts for ourselves.
When our friends and their friends started orde-
ring them, we decided to start producing a small
collection of t-shirts in different sizes. In the
beginning we sold the shirts at Tokyo Christmas
Market at the University of Art and Design and
later created the label Hippa.
The word Hippa refers to a childrens game, or a
party jamboree, well fitting our fun designs.
Over the years Hippa T-shirts were sold in Design
Forum Finland shop, Designmuseum shop,
Skanno, Design Deli shop in Porvoo, Tokyo
Christmas Market at the University of Art and
Design and at Argos Young Designers at
Stockmann Department store.
Photos by Mikko Anttilainen 2005

40. HIPPA!
Friends enjoying a picnic wearing Hippa collection. Featured here are some of the many Hippa prints and colors, Fugu pufferfish being
the all-time favorite and most popular of our prints. Printed linen and cotton skirts are custom orders made by me.
Photos by Mikko Anttilainen 2005

41. TANPOPO 2003
Tanpopo collection is all about timelessness.
Tanpopo (たんぽぽ) is Japanese for dandelion. I designed and
made Tanpopo collection with bold black and white prints and and
linen and cotton skirts, shirts and bags when studying as an
exchange student at Musashino Art University in Tokyo. Tanpopo is
very minimalistic, very scandi and yet fits the Japanese taste well.
I made these pieces for a group exhibition Shoumikigen 賞味期限
(Best Before), presented in gallery Space Edge in Shibuya, Tokyo.
My aim was to create something sustainable with no best before
date and I used colors and materials that never go out.

42. Photos by Mikko Anttilainen
Helsinki 2004

44. 37
FUGU 2001
Fugu (Pufferfish) collection is a collaboration with Minna Impiö at the University
of Art and Design. We used asymmetrical prints with huge pufferfish motifs on
cotton and linen blend clothes and structured woollen knits handmade using
diverse techniques.
Styling by Kaisa Hoikkala and Minna Impiö
Photos by Aleksi Niemelä

45. KLOROFYLLI (Chlorophyll) 2000
Klorofylli collection was designed and made for my
BA degree at the University of Art and Design. It is a
collaboration with Minna Impiö.
The collection combines different shades of white
with bright yellow and muted, earthy green. We used
linen fabrics and handmade wool knits. Some of the
fabrics and knits are handdyed and we used diverse
techniques to create the textures and patterns. The
print motif is a microscopic image of a plant´s stem.
Klorofylli collection was shot in Vanhankaupunginlahti
Nature Reserve area, Arabia, Helsinki.
Styling by Kaisa Hoikkala
Photos by Sanna Kannisto

46. Thank you for your time and attention!
Kaisa