case study 02
Journeys & Pathways — Helsinki Incubators
Two distinct visual identities and full campaign materials for the University of Helsinki´s entrepreneurship programmes.
Overview
Helsinki Incubators, part of the University of Helsinki, runs entrepreneurship programmes for students, startup founders, and anyone in the Helsinki metropolitan area looking to develop their business ideas. I was brought in as a freelance designer to create the full visual identity and promotional materials for two of their programmes: Journeys and Pathways.
Neither programme had an existing visual identity. I had complete creative ownership from concept through to final delivery — working independently across both.
The brief
Both programmes needed to reach a broad but specific audience — people with entrepreneurial ambition at different stages of their journey. The goal was to drive applications and build awareness across the Helsinki region.
The challenge was to create two identities that felt part of the same family while each having its own distinct character — and to balance the credibility of a major university with the energy needed to reach a younger, entrepreneurially-minded audience.
Outcome
The campaigns ran across print and digital channels throughout the Helsinki metropolitan area. The results were immediate and measurable.
Full creative ownership from concept to delivery — no pre-existing brand guidelines, no templates. Every visual decision was mine.
Both Journeys and Pathways received the highest number of applications in their history following these campaigns.
Journeys programme
Journeys is aimed at early-stage founders and students taking their first steps into entrepreneurship. The visual identity needed to feel exploratory, open, and welcoming — reflecting the spirit of beginning something new. I developed the full identity from typography and colour palette through to all printed and digital materials used in the campaign.
Pathways programme
Pathways targets more experienced founders looking to scale and grow. The identity needed a different energy — more structured, driven, and ambitious — while still feeling part of the same Helsinki Incubators family as Journeys. I developed a distinct but complementary visual system, ensuring the two programmes could coexist without confusion across shared channels and events.
