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.