01
[Project]
Breakfestival
[Client]
Helsingin Kaupunkitilat Oy
[Year]
2026
[About]
Breakfestival was a new week-long festival concept created by Helsinki City Premises (Helsingin Kaupunkitilat), celebrating mornings through culture, wellbeing, food, and experiences across Helsinki's city centre. The festival took place around Market Square, the Old Market Hall, and the Torikorttelit district, inviting visitors to experience the city from a fresh perspective.
As a completely new event, Breakfestival had no existing visual language or audience recognition. The identity needed to communicate the unique atmosphere of early summer mornings while standing out within Helsinki's crowded cultural event landscape.
The challenge was to create a brand that felt fresh and optimistic without relying on the visual clichés often associated with wellness or lifestyle events. The visual identity and the colour palette was inspired by the qualities of the summer morning. Soft light, gradual awakening, openness, and possibility. A bright but soft colour palette and clean typography were used to create a sense of calm energy and anticipation.
The visual system was desig ned to feel approachable and contemporary while supporting a wide range of event formats and communication needs. Rather than focusing on any single activity, the identity aimed to capture a feeling. Experience of being awake while the city is just beginning to come to life.
I led the creation and implementation of the festival's visual identity and coordinated the production of all marketing materials throughout the campaign.
My responsibilities included:
Visual identity development
Art direction and graphic design
Campaign asset creation
Paid advertising design and management
DOOH and outdoor advertising
Social media
Website design and content coordination
Print and graphics
Working across multiple venues, partners, and stakeholders, I ensured that the visual identity remained consistent across every audience touchpoint.