I'm Heli – a Designer with the ability to listen and the skill to create first-class design.
I’m a seasoned brand designer with a digital heart and strategic mindset based in Helsinki. I have 17 years of experience in the design and marketing business and my background is in advertising agencies. I have worked with companies of all sizes, from global listed corporations to domestic operators and public sector organizations.
I’m a visual problem solver – I like to challenge but I thrive when I’m challenged. My goal is to create added value through a holistic and customer-oriented approach, and minimalistic, simple yet bold creative solutions, that reflect the time, its trends and phenomena.
MY SKILLS
Concept Design – My creative workflow, for visual or campaign design, starts with conceptual thinking in order to find a red thread – an insight. I have sensitivity to listen, observe and recognize nuances which affect the overall creative solution. Whether it’s something related to customer's business or design decisions. This holistic approach helps to find the right solution faster and makes the design process more efficient. That is why I have strong attention to detail, as details make the design.
Brand Identity – While the purpose of a brand identity is to support and reflect company strategy and its values, for me it is also important that it is modern and reflects current design trends in a way that serves the business and the target group. My starting point is to create identities that adapt on all different platforms and touchpoints while being consistent, recognizable yet eye-catching. A multi-functional visual language and its careful execution requires persistency and perceiving large entities. They are both my strengths.
UI/UX Design – My approach to digital experience combines human-centered design with high-quality visuals. Having a strong background in brand design, I focus on bringing the essence of the brand to life in digital environment. Not just with brand colours and images but with carefully designed transitions, micro-interactions, the way scrolling a page feels, animations… In other words, paying attention to detail and big picture – the brand experience.
Copywriting – In visual design nothing exists without content. Therefore I’m keen on texts as well. I’m able to produce concept descriptions, insights, marketing content, guideline texts, presentations and UI writing. I’m happy to comment on and edit content, and can help with proofreading (finnish). I am good at summarizing content and bringing out the essential information.
Leadership – While I enjoy being hands-on, I'm passionate about developing creative culture and improving processes and ways of working. I’m also interested in supporting others to find their career path. I strive to foster a culture which inspires designers to observe the world as widely as possible. Most of all I want to create a safe atmosphere where giving and receiving feedback comes by default.
MY STRENGTHS
STRATEGIC
Holistic approach and ability to perceive large entities and suggest actions
accordingly
EMPATHIC
Sensitivity to listen, observe and recognize needs and whishes quickly
PERSISTENT
Patience to refine or start all over in order to find the right solution
SYSTEMATIC
Highly organised and excellent ability to run large projects
PRACTICAL
Hands-on attitude – from ideation to the final execution
B2C
Mercedes-Benz
Veho
Vaihtoplus
HKScan
Froneri Finland
Emmy Second Hand
Ihosairaala
Varma
Nordea
PihlasResort
Finavia
Seinäjoen Konerengas
Minna Parikka
Public Sector
Senaatti
Puolustuskiinteistöt
Helsingin Kaupunki
Keva
Kela
Valtiovarainministeriö
Suomalais-venäläinen koulu
Ely-keskus
Organization
SPR
SOS Children's Villages
Hope ry
CLIENTS
Here is a list of clients I've worked with during the past years.
B2B
Stora Enso
UPM
Nokia
Huhtamäki
Metsä Board
Microsoft
Keypro
Raute
Puumerkki
ABB
Metso
ISS
Kotkamills
Futupack
Formek
ProMedical