2018-2024

Editorial Visual Identity

A selection of editorial illustrations for series "Do I Know You?"

PROJECT CONTEXT

Good News from Finland publishes long-form feature articles and interviews to highlight Finnish innovation, culture and expertise to global audiences. Before 2018, visual styles for articles varied widely, relying on generic stock photography with limited brand cohesion. As the platform expanded across digital channels, there was a need for a clear editorial identity that differentiated flagship formats, strengthened recognisability and supported high-quality storytelling.

Two core formats – Five from Finland (launched in 2018) and Do I Know You? interview series (launched in 2019) – became the main pillars of long-form content. Both required visuals that were distinctive, consistent and scalable for years to come.

CHALLENGE

The channel needed an editorial visual system that would:

  • Move away from generic stock imagery and create a recognisable brand look.
  • Work across diverse topics, industries and audiences globally.
  • Stand out on social media feeds and increase engagement.
  • Support editors with illustrative storytelling across hundreds long-form articles.

Without a defined visual identity, articles risked blending into the broader landscape of digital content and lose their ability to communicate messages about Finland’s commercial strengths, innovation and creativity.

MY ROLE

  • Defined concept, visuals and layout system for both series.
  • Designed all illustrations and composite visuals using Adobe Suite: modified original photographs, combined and customised Adobe Stock illustrations, created bespoke graphical elements when needed.
  • Collaborated with editors to ensure alignment with a tone of voice, messaging and storytelling goals.
  • Produced visuals independently end-to-end, from concept to final export.

APPROACH AND SOLUTION

Created two complementary but distinct visual identities:

Five from Finland – a colourful, editorial illustration style that combined:

  • Customised vector compositions.
  • Thematic continuity across 100+ articles.
  • Topic-specific visual metaphors to simplify complex subjects.
  • A playful but credible tone of voice.

Do I Know You? – interview Series with a collage-style format that combines:

  • Black-and-white photography.
  • Vibrant colour overlays.
  • Graphic elements referencing industry, personal story or achievements.
  • Strong contrast levels for instant social-feed visibility.

This style created a memorable signature look for interviews with notable Finns across fields such as technology, design, music, sports and research.

Cross-Channel Application

All visuals were used consistently across:

  • Website article headers
  • Social media posts
  • Newsletters
  • Digital campaigns and republished features

RESULTS & IMPACT

  • Both series became flagship editorial formats for the brand.
  • Visual identities remained in active use for five to seven years, demonstrating longevity and scalability.
  • Consistent visual language improved cross-channel recognisability on social media, website and newsletters.
  • Received positive feedback from interviewees, Finnish companies and partner organisations whose innovations were featured.
  • Supported editors with clear visual frameworks, reducing production time and ensuring cohesive storytelling.
  • Created a library of over 140+ editorial illustrations, showcasing versatility across industries.
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