Over time, I’ve learned that making something truly good is harder than it looks. Whether it’s a complex platform or a technical backpack, the challenge is the same: it has to hold together under pressure, and still feel considered.

I’ve worked in design for 25 years – starting in branding and advertising, then moving into digital product and design systems, and eventually into building physical outdoor gear.

Alongside client work, I run Central Park Skiers — an independent outdoor brand where I design and sew performance backpacks. It started as an experiment and became a long-term practice. It keeps me close to materials, craftsmanship, and skiing.

I care about doing things properly. About making decisions, testing them, improving them. About building products that don’t fall apart when things get real.

I enjoy working with people who take their craft seriously but don’t take themselves too seriously.

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