2. ABOUT ME
I am a 27 year-old Creative Sustainability master’s degree student
from Aalto University School of Arts, Design and Architecture,
Helsinki, Finland. Creative Sustainability is an international
joint master’s degree programme at School of Arts, Design and
Architecture, School of Economics and School of Engineering. The
programme brings together students from different fields to study
in multidisciplinary teams and to create new sustainable solutions
for human, urban, industrial and business environments.
My background is in packaging and graphic design. Before studying
in Aalto I worked in a design agency called TBWATango. TBWA
is a globally renowned company, chain of advertising and design
agencies. My work contained photographing, assisting in design
projects, partly designing independently and partly assisting the
head 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 an
exchange student for a semester in Dresden Hochschule für Technik Saara-Maria Kauppi
und Wirtschaft, Germany in 2008, where I studied product design.
This portfolio contains samples of my work, which I divided in three
categories: Sustainability, Graphic Design and Miscellaneous.
4. NOVO NORDISK CORPORATE
RESPONSIBILITY BROCHURE
Novo Nordisk is a global healthcare company with 89
years of innovation and leadership in diabetes care.
Novo Nordisk Farma Oy was established in 1972 and
employs currently 70 people in Finland.
In 2012 Novo Nordisk was named by Corporate Knights
the most responsible company in the world. Novo
Nordisk has also received many awards for CSR
(corporate social responsibility) reporting in recent
years. Awards and global recognition have enhanced
the company’s good reputation. However, general
public does not know much about the company and
its achievements in Finland. Novo Nordisk Farma
wanted to uplift its image and show people that the
whole organization was taking part in responsibility
matters.
My assignment was to design new solutions for
communicating Novo Nordisk ’s CSR to general
public in Finland. As a result they published a CSR
brochure that shows company’s responsibility matters
with infographics. This was an important project for
me, since I was in charge of writing and designing
the brochure. My personal goal was to present the
interconnectivity of various issues and make the
text 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)
5. 4)
Small Vocabulary
Työntekijät - Employees
Ympäristö - Environment
Talous - Economy
Tutkimus ja tuotekehitys
- Research and product development
Yhteisö - Community
6. LEARNING GAMES FOR CHILDREN,
GIRAFFE GAMES PROJECT
with Ketan Devadiga and Jarkko Kurronen
Education in most developing countries follows
traditional teacher-centred methods that are based
on rote learning and memorization. These teaching
methods neither motivate the students to learn nor
help them use the knowledge gained in real life
situations. The aim of the project was to make learning
fun by developing educational games that could be
used in schools.
The project was part of Sustainable Global Technolo-
gies Studio course and the project focused on the
Kenyan school system. The target age group of
students was 9-12 years. We had developed three
concepts: role-playing, treasure hunt and an experi-
mental quiz game. For the role-playing concept we
developed a hospital theme, which taught students
about various health and nutrition issues. The other
two concepts still need further development.
The field trip to Kenya was made in autumn 2012
with successful results. The testing of the game was
conducted in two private schools and at a sunday
school at a local church. At the time of our visit, the
public school teachers were on a strike for higher
wages, so we could not test the game at a public
school.
The testing sessions confirmed that the role-play
platform works as a teaching method. The results
were congruent throughout. There is no doubt that the
children playing the game were enjoying themselves,
and in the end of the session they learned about
the content. In addition, the children that weren’t
normally active in the classroom were equally joining
the play. The role-play also encouraged collaboration,
which is desirable in a highly competitive environment.
Partners: EduFinder and Red Cross
2012
Photos by Giraffe Game
7. 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
8. Corporate Responsibility Communications: 1) One lasts longer
Poster Series for K-Supermarket 2) Milk from Finland
3) Responsible grocery
4) We recycle your batteries
My bachelor’s graduation project was conducted in
collaboration with Kesko, a Finland based multina-
= 5) Free-range eggs
tional retailing conglomerate. More about Kesko:
www.kesko.fi/en
Throughout my thesis, I was mainly working with
the company’s food trade sector. The content of my
bachelor thesis was marketing Kesko’s corporate
responsibility in supermarket environment. In the
graduation project, I also studied the concept of
corporate 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 in
supermarkets to customers. This included planning
suitable themes, methods and material for marketing
corporate responsibility. In the end, the project took
form of five posters and other marketing material that
I designed and copywrote for Kesko Corporation’s
K-Supermarkets. I analysed the colour palette in the
supermarkets and tried to discover how a poster could
stand out from the challenging supermarket environ-
ment. I tried to find responsibility-matters that would
be meaningful for common people.
The thesis study consists of four different parts: First,
how to identify the possible themes that would be
relevant for general public. Second, finding the right
typeface 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 campaign
with the cow and its shadow resembling the shape
of Finland’s boundaries. Kesko has also added the
stickers that I suggested on retail coolers to inform
consumers about Kesko’s electricity reductions.
Graduation Project
Spring 2009
9. 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 59
KIRJASINTYYPPI
Tietyissä sanoissa Amadeo Std
Olimme toimeksiantajan kanssa puhuneet aiemmin,
kealukuiselta ja myös toimeksiantaja
että voisin mahdollisesti liittää työhöni Pirkka- bran-
din. Etsin eri kirjasintyylejä Pirkka-logon avulla, sillä ha-
-kirjasintyyppi vaikutti vai-
sanoi asiasta. Esimer- Kierrätämme Original Amadeo Sdt
fontilla.
kiksi sana "kierrätys" oli hankala lukea. Päädyin tekemään
lusin 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
10. Yksi kestää 10 krt.pidempään
=
energialamppu
kestää 10 kertaa
pidempään
=
Yksi energiansäästölamppu
kestää 10 kertaa
= pidempään
IDEOIDEN KEHITYSKAARI
How the Posters Should be Placed?
The CR-matters presented on the posters should
be in relation with the products on the shelves. In
other words, posters cannot be placed randomly. For
instance, poster on recycling batteries should not
be placed above milk products. Inconsistent poster
placement could create chaotic atmosphere and
convey unclear message.
Established Material
These two items of my final work were established
by Kesko in 2010.
11. € !
Julkinen taho, Rahavirta Diabetes-lääke Informaatio
rahoitetaan
CREATIVE SUSTAINABILITY verotuloin
Design for Sustainability Markkinointi Terveysneuvonta
Communication is crucial in multidisciplinary teams, Lääkärit Riskiryhmä
(esim. ylipainoiset)
however, often communication can be challenging, Media &
markkinointi
since people with various expertise backgrounds have
Lääkkeen
their own expertise specific discourse. Sometimes matka tehtaalta
potilaalle.
visualizations can help conveying the right informa- Julkiset toimielimet
tion and make people understanding each other. Valtiollinen
päätöksen teko
Visualizations can also be useful when communicat- (hallitus & eduskunta)
Novo Nordisk
Novo Nordisk Farma Oy Lääketeollisuus
ing complex issues.
FIMEA/EMA
myyntilupa
lääketurva
This is a collection of tools and methods that I have Kunnallinen/paikalli-
nen päätöksen teko
found useful during my master’s studies. Some of (sairaanhoitopiiri)
them are basic project management tools and some Lääketukku
Sairaanhoito- HILA
lääkkeiden
visualizations for understanding the consequences piirien hankinta-
renkaat hintalautakunta
and showing different aspects of multi-dimensional Life Cycle Analysis
issues. Design for sustainability takes
Sairaala- Apteekit
Sairaala/tk
& lääkärit apteekki every phase in the production
chain into consideration. In
Autumn 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.
13. ARLA INGMAN
Closer to Nature
Arla’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 Arla
stay 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 and
business: e.g. in production, products, packag- avoiding the usage of bleached carton (inside of the
ing, distribution and corporate commitment. package). In addition to actual acts Arla Ingman’s
packaging is brought visually closer to nature by
The commitment is built on three pillars: Natural making the range more similar to each other and
Products – majority of the products being free of adding flower cups to indicate the natural freshness
artificial ingredients and additives, Zero Waste – aim of the products.
to reduce greenhouse gas emissions from packaging
by 25 per cent by 2020 and Activities in Nature – I was partly finishing the packaging design layouts
enhancing 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
15. 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 typical
Taavetti Laitisen katu 5
00300 Helsinki cheese’
Finland
idyllic Finnish backyard with aREFLEX BLUE PMS 361 with PMSdog.
Tel. +358 9 454 0412
Fax +358 9 454 0416 PMS
girl playing C a 285 C WHITE MATTALAKKA CMYK CUTTER GUIDE
info@checkpointpro.fi
COMMENTS: 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.
16. MALACO AAKKOSET
Disko variant, assisting Marko Salonen
Marko Salonen designed new packaging for Aakkoset
variants: Hedelmä, Sirkus and Salmiakki. Among with
finishing the layouts for printing, I designed the new
variant called Disko.
Together with distinctive pattern, the colour palette
of Disko variant is carefully thought through. Colours
are inspired by the variant’s flavours: raspberry,
strawberry, grapefruit, orange, pineapple, black
currant, liquorice and red currant.
Creative Agency Bond finished the variants.
More information:
http://www.behance.net/gallery/
Aakkoset/3254127
Autumn 2010- Spring 2011
My design of the pattern.
Finished versions by Bond Agency.
17. SPARKLY
Assisting Anssi Räisänen
Sparkly is completely new kind of beverage sold
in supermarkets that gets its flavour from genuine
sparkling wine. The product range has three
flavours: Brut − dry, Blanc − semi-dry and Fraise
− semi-dry strawberry flavoured sparkling wine.
My contribution was to finish the illustrated pattern
and the label text, define the colours and make the
label ready for printing and control printing results.
Autumn 2010- Summer 2011
Photos by Saara-Maria Kauppi Photos by Anssi Räisänen
18. Freelancing: Visual Identities, Web Design, Web Design & Visual Identity
Logos and Photos (Dirikka Logo by Erik Bertell)
2012-2013 2012
Business 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.
20. I also made a real size mock-up. The material is filler.
ELASTIC COSMETIC PACKAGING FOR ORIFLAME
When observing the cosmetic packaging one can
easily realize that only a few of the packaging is
reusable. I also noticed problems with the material
choices; many times plastic breaks easily and is
sometimes difficult to use and most often do not
provide a solution to attach necessary accessories
with them. I also thought about the everyday use
of the product, how the brush and the cake will be
handled and what is their aesthetic appearance. My
concept makes the usage of the product easy and
convenient for the consumer.
The basic idea is that the consumer buys the product
once and after finishing it she can re-fill it with a new
blush cake. Cakes are sold separately. The material
of the package is rubber (latex) or silicone. With new
material and packaging solution Oriflame can easily
differentiate 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. The
elastic cap fits easily in the hand and it can be squee-
zed in order to get the best grab. (3-4) When Blushing
the hand can be placed inside of the rubber cup so it
won’t get dirty. After blushing, flip the cap to its normal
position and close the product.
The lower part of the package is easy to re-fill with a
new cake.
21.
22. 2.
TAISTELEVAT METSOT
Company co-operation
M-real is one of Europe’s leading suppliers of The sculpture is based on Ferdinand von Wright’s oil
paperboard and related services, coated and uncoat- painting “Taistelevat metsot” from 1886. It is made of
ed 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 international
conference in Tampere and they wanted to advertise
their new wallpaper product Cresta. They arranged Spring/Autumn 2007
a competition and me and my colleague’s idea was M-Real
being 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
23. TAPE RENDERING 1
In Dresden, Germany, I participated in tape rendering
course. The mentor of the course was BMW design-
manager Gerhardt Friedrich.
Tape render is commonly used, when designing
large objects e.g. vehicles. With tape render -method
designer can easily perceive vehicle’s shapes in
the scale of 1:1.
The idea is to use only two materials: tape and plastic 2
foil. All the black and grey that can be seen in the
picture is tape that creates the shadows and the
shapes. The layer beneath is working as a ‘shadow
layer’ 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
24. PRO CARTON NORDICA
Packaging design competition 2007
Pro Carton Nordica was holding a design competi-
washing powder package
tion for carton board packaging. It was an open
competition for all design students in the five
Nordic countries. The assignment was to design
concepts for carton board packaging and give them
extensive publicity.
I found problems in the existing washing powder
packages. Pouring the detergent from the square
shaped box into a small hole of the laundry
machine and attempting to get the right dose is
often difficult. The pouring hole can be too small
for detergent to come out and the perforation
is sometimes too difficult to rip off. In order to
design a triangle shaped package, I decided to
alter the shape, the lip and the size. I added a
90-degree angle for more environmental friendly
distribution.
Advantages of the package:
There are folds for squishing the package in order to
get the right amount of detergent and to get rid off
the lumps. It is easy to open and close. The shape Multipacks
is optimal for pouring washing powder into the hole
of the washing machine. In addition the shape of
the packaging has a great standout advantage. An
economical multi-pack solution is created, when 2 4
packages can be stacked together for multipacks.
Autumn 2007
1 3
The square shape of the existing packaging makes
pouring the detergent difficult
Photos by Tomas Amos Kouba
25. ONE PACKAGING Photos by Saara-Maria Kauppi
TWO FUNCTIONS
PETIT NOIR
Food Packaging Design Awards 2008
Stora Enso organized a competition for design
students 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 aluminium
packages, thereby offering new types of food
packaging with a reduced environmental impact
and a smaller carbon footprint.
I analysed different packaging and realized that
instant coffee is usually packed in glass or plastic
jars. Especially the glass jars are ecologically and
economically heavy in production and retail environ-
ment, and they often get thrown away without
recycling. I also thought about the everyday use of
the product, how the coffee and the package will
be handled and what is their aesthetic appearance.
The package is easy to open, just pull the lid until
the package is fully open. Closing the package
is also simple; just slide the lid into the cut. The
triangle shape is advantageous for pouring the
instant coffee straight from the package in to the
coffee cup.
The form of the packaging is based on Uikku
laundry detergent packaging. However, I
redesigned it’s opening and closing mechanism
and made the packaging schema simpler to cut
and fold (pictures 1-3).
This work was shortlisted.
Autumn 2008
1. 2. 3.
26. THE TRIPLETS
company co-operation course
This work is designed for a Finnish company,
Vip-juicemaker. Vip-juicemaker produces juice,
soda water, cider and soft drinks. Its present market
areas are the Nordic Countries, Russia and the Baltic
States.
The design brief was to design 1,5 litre disposable
PET-plastic bottle for soft drinks. However, I designed
three 0,5 litre bottles that can be stacked togeth-
er. The innovative bottom of the bottles provides a
solution that one 1,5litre soft drink bottle could in
reality consist of three different 0,5 litre soft drink
bottles. Plastic wrapping keeps the bottles together
throughout the distribution.
Life size mock-ups’ material is filler.
Spring 2007
