TOY RY VUOSIJUHLAT
I created visuals and leading aesthetics for Turku Arts Academy's student association TOY ry's annual celebrations (2025/26). The brief was open, with a clear request for distinctive and cohesive theme. My goal was to develop a concept that resonates with the art student community in a contemporary way, while giving the event a recognizable identity. A key focus for me was also to strengthen community spirit by leveraging student talent and creative networks within a nonprofit context. SEE MORE OF THE PROJECT: https://vm.tiktok.com/ZN8S919kG/ https://vm.tiktok.com/ZN8S9huCn/
I created visuals and leading aesthetics for Turku Arts Academy's student association TOY ry's annual celebrations (2025/26). The brief was open, with a clear request for distinctive and cohesive theme. My goal was to develop a concept that resonates with the art student community in a contemporary way, while giving the event a recognizable identity. A key focus for me was also to strengthen community spirit by leveraging student talent and creative networks within a nonprofit context. SEE MORE OF THE PROJECT: https://vm.tiktok.com/ZN8S919kG/ https://vm.tiktok.com/ZN8S9huCn/
I created visuals and leading aesthetics for Turku Arts Academy's student association TOY ry's annual celebrations (2025/26). The brief was open, with a clear request for distinctive and cohesive theme. My goal was to develop a concept that resonates with the art student community in a contemporary way, while giving the event a recognizable identity. A key focus for me was also to strengthen community spirit by leveraging student talent and creative networks within a nonprofit context. SEE MORE OF THE PROJECT: https://vm.tiktok.com/ZN8S919kG/ https://vm.tiktok.com/ZN8S9huCn/
TOY RY VUOSIJUHLAT
EVENT VISUAL IDENTITY
EXECUTION
CREATIVE CONCEPT
I wanted to build a campaign that went beyond single visuals: a concept that activates the student community and enables & encourages cross-disciplinary collaboration. The campaign draws from history while reflecting the emotional atmosphere of present. I used the aesthetic of the pre-French Revolution era as a symbolic reference, not as historical reconstruction. This period represents a tension between external glamour and underlying uncertainty — a contrast that feels relevant to the realities many art students face today. At the CORE OF THE CONCEPT was the idea that difficult times don't erase the need for joy, celebration, and collective experiences. The visual language guides the mood subtly and in layers, creating depth, consistency, and a strong identity for the entire event.
EXECUTION
The final outcome was a wide-scale visual campaign spanning marketing, event materials and the association's communications. I developed a cohesive visual system that blends historical references with a modern interpretation. I was responsible for the full creative direction and production: concept development, client presentation, recruiting collaborators, building and coordinating the team, directing the photoshoot, and adapting materials across multiple channels. The campaign was also scalable for partners use, which expanded its reach. The project was strongly rooted in community and network-based production enabling a broad, multi-channel campaign within a nonprofit framework.
The final outcome was a wide-scale visual campaign spanning marketing, event materials and the association's communications. I developed a cohesive visual system that blends historical references with a modern interpretation. I was responsible for the full creative direction and production: concept development, client presentation, recruiting collaborators, building and coordinating the team, directing the photoshoot, and adapting materials across multiple channels. The campaign was also scalable for partners use, which expanded its reach. The project was strongly rooted in community and network-based production enabling a broad, multi-channel campaign within a nonprofit framework.
I wanted to build a campaign that went beyond single visuals: a concept that activates the student community and enables & encourages cross-disciplinary collaboration. The campaign draws from history while reflecting the emotional atmosphere of present. I used the aesthetic of the pre-French Revolution era as a symbolic reference, not as historical reconstruction. This period represents a tension between external glamour and underlying uncertainty — a contrast that feels relevant to the realities many art students face today. At the CORE OF THE CONCEPT was the idea that difficult times don't erase the need for joy, celebration, and collective experiences. The visual language guides the mood subtly and in layers, creating depth, consistency, and a strong identity for the entire event.
CREATIVE CONCEPT
ART/ CREATIVE DIRECTION, GRAPHIC DESIGN — REETTA BERG PHOTOGRAPHER, MUA — VILMA SAPPINEN MODEL — KATARIINA HURU CREATIVE PARTNERS — REBELLE CAFÉ BAKERY, HIUSEXTRA HEINILÄ
ART/ CREATIVE DIRECTION, GRAPHIC DESIGN — REETTA BERG PHOTOGRAPHER, MUA — VILMA SAPPINEN MODEL — KATARIINA HURU CREATIVE PARTNERS — REBELLE CAFÉ BAKERY, HIUSEXTRA HEINILÄ
COMISSIONS OPEN
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