Marimekko
Brand Repositioning
Role: Creative Director
Brand Positioning
I recalled Marimekko’s values to be aligned with the brand’s imagery and mission. The new direction was created consistently around Marimekko’s key brand values – self-expression, playfulness, democracy and authenticity.
Marimekko’s brand level communications was turned into visual play and implemented into all brand visuals with a custom typeface. A diary-like handwritten style was voicing from authenticity.
Experiential Design
For the launch of Marimekko’s seasonal collection in Paris I brought the brand’s ethos to life in meaningful experiences. The Louvre’s centuries-old walls were applied with liberating statements recalling the brand’s annual theme.
Scope
Marimekko’s goal was to be recognised as a global brand. My responsibility was to convey Marimekko’s empowering vision more approachable and attractive for a modern consumer.
Digital Srtategy
I built Marimekko’s brand expression by introducing their first ever seasonal videos. These assets helped to immerse the user experience on the company’s e-com and engage followers on social media.
Immersing audiences with branded experiences
Engaging with media friendly storytelling.
Aligning the brand’s expression with its values.
Creative
Together with the marketing team we created a concept around the theme “Bold By Nature”. Sub-themes: togetherness, freedom, creativity and love were explored in the brand imagery and storytelling.
Creating growth
Financial profit
During the time I worked for Marimekko, the company’s operative profit was doubled from 8,4 million (2017) to 17,1 million (2019).
Award-winning analyst Petri Kajaani outlined Marimekko’s growth on his company report: "Consumers have liked the brand's renewed direction and fresh collections. The brand’s increased positive visibility on the streets and in the media is now concretely reflected in the sales figures”. (Inderes - 15.10.2019)
Credits
Video
Creative Direction: Jesse Auersalo
Director: Osma Harvilahti
Filming: Max Smeds
Makeup: Jenny Jansson
Hair: Sanni Syd
Edit: Janne Vartia
Music: Matti Ahopelto
Creative Production: Kati Lyytikäinen
Production: Duotone & Sonja Immonen
Photo
Creative Direction: Jesse Auersalo
Photography: Osma Harvilahti
Styling: Tanya Jones
Makeup: Jenny Jansson & Tiina Roivainen
Hair: Sanni Syd
Models: Anine Van Velzen, Lea Issarni, Agnes Sokolowska & Sophia Friesen
Creative Production: Kati Lyytikäinen
Production: Brachfeld, Duotone & Sonja Immonen
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