What Should Finland Know About Nation Branding?
This thesis project is a hybrid of speculative design, cultural critique, and strategic communication. Presented as a digital platform, it invites designers, communication professionals, and policymakers to rethink how nation branding is discussed and practiced in Finland.
    Rather than promoting a fixed national image, the project offers a flexible framework that recognizes national identity as fluid—shaped by cultural, political, and social change. Through critical reflections and case studies, it challenges dominant narratives, asks who defines a nation’s image, and proposes more transparent and inclusive approaches.
    The project shifts the focus from “How should Finland boost its brand?” to “How do we talk about nation branding in Finland?”—emphasizing dialogue, self-awareness, and responsible image-making in a time of global uncertainty.

Concept Store is a group exhibition that explores consumer culture as both subject and material. It challenges the traditional role of the designer as a detached tastemaker and reframes design as a way to examine one’s own participation in consumption. What if the designer isn’t above it all—but deep within it?
    The exhibition blurs the line between gallery and commercial space, using mockups, products, images, and interfaces to interrogate themes of authenticity, criticality, and design’s complicity in shaping desire. My contribution combines speculative design and media art to investigate the aesthetics of consumerism and the emerging cultures of Web3.

Participating designers:
Aarni Kapanen 
Veera Kortelainen 
Akseli Manner 
Sanna Nykänen 

This one-off photography book follows a day in the life of Owen, a 21-year-old Mormon missionary in Helsinki. It explores the intersection of religious conviction, Finnish identity, and personal history through a quiet, observational lens.
    After contacting the Church of Jesus Christ of Latter-day Saints, I was invited to a child’s christening—an entry point into documenting Owen and his companion, Kimball. Due to church PR guidelines, Kimball had to appear in every image, underscoring companionship as both spiritual tenet and institutional requirement.
    The work contrasts Owen’s devout American worldview with Finland’s secular everyday, creating a subtle dialogue between belief, setting, and individual presence. 

Jäbät & Tunteet is a social impact project that encourages men—especially young men—to talk openly about their feelings. Through vulnerability and shared experience, the project works to reshape cultural norms around masculinity in Finland.
    I served as art director and copywriter during the project’s first year, helping shape its voice, tone, and visual identity from the ground up. I collaborated closely with the team to define how Jäbät sounds and feels—crafting a brand language that speaks with warmth, confidence, and clarity.
    As the project moved into video production, I researched and recommended short-form content platforms to reach our target audience of 15–25-year-old men. This approach proved essential in building a strong, engaged community.

I created the original logo for Finnish rap artist Sexmane, laying the foundation for his visual identity. Since then, I have done art direction in his collaboration with private healthcare provider Lääkärikeskus Aava.