I help turn complex needs into clear, usable solutions — Designed for how people actually live, work, and move.

My background spans UX, strategic design, creative visual work, and even technical gear design. Each context demands its own balance of function and beauty, and I enjoy shaping that balance.

In my work, I focus on three things: finding and validating the right objective, communicating clearly, and keeping the vibe positive. Everything starts with a discussion, exploration, and establishing a collaborative relationship.

I believe great design comes from seeing the big picture while paying attention to the small details that elevate quality and user experience. I’m decisive and practical, ensuring projects keep moving even in ambiguity.

My aim is to create moments of clarity, joy and relief in everything I design, from digital services to ski mountaineering gear.

Joonas Luotonen

Send me a message  ➔ joonas.luotonen@icloud.com

WHAT They SAY

“Collaboration was always positive and friendly.”

Tiia Jalonen,
Product Owner, Ministry of Finance

“I've enjoyed working with you a lot. You are talented, creative, and have brought a new perspective and new ways of working to our team. You are the force that is pushing our team forward and I have full confidence in your vision.”

Minna Roine,
Communications Specialist & Team leader at the City of Helsinki

“Always a pleasure working with you Joonas! Intuitive, always a fresh, clean & stylistic approach... Very insightful. AND YOU GET SH*T DONE!!”

Tim Ryan,
VP of Creative Services at Zeta New York 

“Joonas is a professional and creative graphic designer and a great team member. He likes to challenge and think of new ways to do marketing and visual communication. He has done a great job renewing the marketing of Helsinki Cultural Centers. Thinking of messages and multi-layered meanings of visual communication comes naturally to Joonas and he can also create striking and fun advertising copy. Joonas is a brilliant creative designer who can see the big picture and manage large marketing campaigns.”

Coworker, City of Helsinki