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
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
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
Digital Experience Design
UX/UI design for digital products and services
Concept development for new products and services
Designing and facilitating collaborative workshops
Creating user-centered design processes and improving team workflows
Brand & Communication Design
Brand strategy and positioning
Brand identity and graphic design
Visual storytelling and content creation
Art direction for campaigns and marketing
Outdoor Industry Design
Product, brand, and digital design for the outdoor world:
UX for digital services, websites, and shops
Designing technical bags and backpacks
Visual identity and storytelling rooted in outdoor culture
Aivan
BNP Paribas Real Estate
Canada Stays
Canon Finland
Convergex
Corlears School
Citizens Bank
Dovre Group
EA Games
F-Secure
Gofore
Hangon kaupunki
Hawaii Visitors & Convention Bureau
Helsingin kaupunki
KEHA-keskus
Hakola
Kiasma Museum of Contemporary Art
Kone
Kyrö Distillery
MTV3
Newsec
Posti
Putinki
Quaker Oats
Ratia Brand
SuoMu – Suomen Muotoilukasvatus ry
Suunto
TBWA Helsinki
Teurastamo
Työterveyslaitos
Valtiovarainministeriö
VIMMA Company
Women's Wear Daily