What The F
Helsinki 2014
Task
The theme in Professor Elina Helenius’ course, Design Project, was Finnish tourist souvenirs. The task was to analyze the market and design my own souvenir. At the end of the course we presented our works as a design-collective, “What The F”, at the Nordic Travel Fair and in Cultura Foundation Meeting point, “Kasi”. I was responsible for the graphic design during the project.
Challenge
During my research and fieldwork in Helsinki I immediately realized how terrible the t-shirts were. It is interesting because the clothes that should represent the country, do quite the opposite.
The challenge with the logo was reworking the Finnish map, which is for me personally a very wellknown image.
Solution
I wanted to make a collection of tourist t-shirts using traditional themes and present them with a new view. The graphics should not yell “FINLAND”. The story and the theme should rather be hidden in the picture. My collection, “New View”, was printed by my sponsor Jettaset OY using the technique DTG (direct to garment).
The graphic identity worked well with all the new different souvenir-designs because of its minimalistic and modern look.
