Helsingin Sanomat has been Finland’s leading source for news since 1889. In 2024, the brand refreshed its visual identity to create a unified and modern look while staying rooted in its rich history. The new design language confidently relied on the renowned logo’s recognizability—a bold move only an iconic brand like Helsingin Sanomat could make. This foundation allowed for visual storytelling that showcased the newspaper’s offerings in engaging, versatile, and relatable ways. The result was a multichannel system that delighted audiences by offering the joy of recognizing familiar shapes in entirely new contexts.

Silver in Design – Eurobest 2025

Agency: United Imaginations
Art Director: Johanna Vierimaa

Every week, three children in Finland are diagnosed with cancer. Research for more effective treatments is urgently needed, but funding relies entirely on private donations. These wallets are targeted by countless others – every appealing brand product and sales campaign. Consumerism has created carnival-like shopping events, where advertisers pull out all the stops, and Black Friday stands as the most iconic of them all. But what if those same sales tactics were harnessed to address matters of life and death? By utilizing the visual and verbal language of promotional advertising, “Cancer For Sale” transformed familiar images, headlines, and model poses into a plea for children’s cancer research. Soon, slogans like “limited time only” and “chance to save” took on a whole new meaning.

Agency: United Imaginations
Art Director: Johanna Vierimaa
Awards: Gold in Vuoden Huiput 2024 (Category: Advertisements)

In Finland — birthplace of mobile culture — screen fatigue had become a national habit. Phones connected everyone but no one, and Heineken 0.0 needed to prove its promise of real connection in a fast-growing, highly competitive market with limited spend.

Instead of telling people to log off, we built a mobile plan that helped them do it. HeiMobile — the world’s first SIM plan from a beer brand — sent playful nudges and real-world perks via SMS, inviting users to put their phones down and enjoy time with friends. The phone became both the message and the reward.

Creators unboxed “offline kits,” festivals hosted Heineken “phone parks,” and earned media ran with the paradox — a mobile plan telling you to use your phone less. The result: behaviour change you could see, headlines you couldn’t miss, and a witty proof that less screen time can still mean more connection.

Agency: United Imaginations
Art Director: Johanna Vierimaa

Agency: United Imaginations
Art Director: Johanna Vierimaa