PORTFOLIO 2016 KAISA HOIKKALA

Kaisa Hoikkala 2016

PORTFOLIO

MIFUKO

MIFUKO / MARKETING COMMUNICATIONS 2015

Marketing Communications for Mifuko including following:

- Brand communication development- Strategic and visual planning, creative content roadmap for marketing- Extending, renewing and moderating social media, engagement of audiences in dialog - Design and narrative for social media (FB, IG, Pinterest, Twitter)- Complete overhaul of website copy and structure- Visual styling of photoshoot for print and web- Visual styling and shooting photographs for social media use

www.mifuko.fi

www.instagram.com/mifuko_official/www.facebook.com/Mifuko-120639254667/fi.pinterest.com/mifuko0054/twitter.com/mifukodesign

MIFUKO / WEBSITE OVERHAUL 2015

Complete overhaul of website copy, structure and pictures

Website graphic design and layout were kept unchanged.

Overhaul including following: Redesigning website structure

Adding new headlines

Reorganizing headlines

Rewriting all existing website information including webshop product descriptions

Writing and adding new information (WFTO fair trade principles and practices, Mifuko people etc.)

Writing and adding stories and narrative

Separating narrative and information with typography

Selecting new pictures for the website

www.mifuko.fi

MIFUKO / SOCIAL MEDIA 2015

Planning and executing social media Extending, renewing and moderating social mediaDesign and narrative for social mediaContent production including text and picturesWriting posts and updatesPlanning, visual styling and shooting marketing content, events and campaignsEngagement of audiences in social activity Facebook and Instagram and Twitter renewalsCreating Pinterest account and managing boards

Some of chosen social media themes:

Interior Inspiration and use tipsLife in Kenyan countrysideMaking of Kiondo baskets and other Mifuko itemsIntroducing Mifuko artisansIntroducing Fair Trade Mifuko in media www.instagram.com/mifuko_official/www.facebook.com/Mifuko-120639254667/fi.pinterest.com/mifuko0054/twitter.com/mifukodesign

MIFUKO / STYLING AND PHOTOGRAPHY 2015

Styling and shooting photographs for social media use

Creating stories and narrative including designing photosPlanning, styling, shooting photographsPhotos for content marketing narrativesPhotos for campaigns and eventsPhotos for news updates Pictured:

Narrative / Autumn DelightsMedia update / Introducing Stockmann Christmas MagazineNarrative / Story of Round Shaped BirdsCampaign / HalloweenEvent / Fathers Day WishesNarrative / Garden Treasures Narrative / Garden Treasures

www.instagram.com/mifuko_official/www.facebook.com/Mifuko-120639254667/fi.pinterest.com/mifuko0054/twitter.com/mifukodesign

MIFUKO / STYLING INTERIOR PHOTOSHOOT 2015

Co-planning and styling photoshoot with Mifuko

Photos by Uupi Tirronen

www.mifuko.fi www.instagram.com/mifuko_official/www.facebook.com/Mifuko-120639254667/fi.pinterest.com/mifuko0054/twitter.com/mifukodesign

KOKORO

KOKOROJAPANESE CONNECTION

Meet Daruma, a Japanese symbol of perseverance and good luck! Daruma dolls have blank eyes in the beginning. The owner of the doll then fills in one eye when setting a goal and the other one upon fulfilling it.

This little Daruma was for my Master´s thesis ”Kokoro” and he now has his both eyes painted and his full sight returned.

My exchange studies in Tokyo are an important source of inspiration for this work.

KOKORO 2008

I designed Kokoro for my Master of Arts Degree at the University of Art and Design. The work consists of a concept design of the Kokoro fashion label and a women’s collection for spring and summer. An important part of the work is the thesis, where in addition to the final results I document and analyze the design process and design decisions I made along the way and explain the debates and the decisions.

The Kokoro collection is a delicate set of feminine dresses, skirts, coats and accessories and is composed of cotton and silk in both vivid, fresh and earthy colors. The design celebrates a girly attitude through playful details and cheerful swarms of textured buttons. On the inside of the clothes and accessories the wearer finds hidden patterned linings, quietly resonating with the Kokoro character.

The most visible part of the work is the fashion collection, but beneath everything there lies heart and soul, the identity of the brand, its core values and the ways in which it interacts and resonates with the world and consumers. I discuss the power of conceptions and emotional design and the importance of little things, kindness and continuity. I present some intoductory ideas of long term visual concept guidelines concerning for example the collections, graphic materials and shop interiors, as well as the service concept and the consumer experience.

The name Kokoro (心 , こころ ), along with certain key ideas, comes from Japan, and translates to heart, soul and mind. The written work focuses on the forming of a genuine brand identity and its guiding values - turning everyday a bit more memorable by providing a joy of discovery, insights and realization.

Kokoro collection was presented in the yearly fashion show at the University of Art and Design,MOA Masters of Art festival, Masters on the Road exhibition at Galleria Norsu and at Olo.muoto design fair in Lahti.

I received a grade 5 / 5 and my Kokoro book has been used as an example of good work at the Department of Fashion and Textile Design at the University of Art and Design.

KOKORO

KOKOROFIRST COLLECTION

Kokoro´s first collection is swarming with colorful, fabric covered buttons! I wanted to use patterned fabrics in playful and surprising ways. I remembered a jar where my grandma used to keep buttons - me and my sister sometimes played with them when we were kids. And so undisciplined schools of buttons found their way to Kokoro dresses, bringing color and joy to their users.

KOKORO AND LITTLE THINGS

The importance of little things - hidden surprises inside the clothes, colorful buttons and playful details. Kokoro clothes invite their user to join in a little adventure.

The same cheerfulness is visible in the fashion photographs and the book itself.

Styling by Kaisa HoikkalaFashion photos by Aino Huovio

KOKORO

CURIOSITY AND KINDNESS

A successful brand needs true passion.Kokoro needs playfulness, curiosity, personality, unhurriedness, kindness and honesty. In the thesis I talk about the values and the reasons they were chosen.

KOKORO AND CONTINUITY

Every Kokoro collection has a theme and atmosphere of their own: each collection tells its own little story and adds something to the Kokoro character keeping it alive and thriving.

Kokoro wants to awaken curiosity and be kind to its users.

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KOKOROLABELS ANDPACKAGING

A paper label has many tasks: to provide information - a model number, size or price. A label also needs to stand out, be recognizable, tempting and easy to remember.

Kokoro labels are designed with these principles in mind. The introductory ideas of longterm visual guidelines are pre-sented in the book.

KOKORO COLLECTION

First Kokoro collection includes 22 designed items - coats, jackets, dresses, skirts, pants, tops, T-shirts, hats and bags.

Plus a bazillion of buttons...

KOKOROMOODBOARDS

One of Kokoro moodboards.

Moodboards were an essential tool when deciding little details, bigger guidelines and design principles for Kokoro and its first collection.

KOKORO COLLECTION MATERIALS

Material samples are presented in the book:

- Structured, plain and coated cottons- Silk- Cotton jersey - Ribbons for finishings and decorative details- Linings: patterned cottons and cupro - Patterned fabrics for decorative buttons

KOKORO BOOKS

I used Kokoro collection materials in the Kokoro book covers and made a little bag with a logo print for each book, also using the same fabrics.

KOKORO IN MOA EXHIBITION AND FASHION SHOW

I used an old cherry tree as a centrepiece in my exhibition display at MOA Masters of Arts festival. The tree was destined to be cut down in my friends garden and I was lucky to get a chance to use it. I painted it white and it was lifted up for the display.

The tree as a background provided a magical atmosphere - a little piece of a true fairytale for Kokoro clothes.

Kokoro collection was also shown in the yearly fashion show at the University of Art and Design.

KOKORO IN MEDIA:

GLORIA September 2008by Pirkko Vekkeli

IMAGE 4/2008 Mayby Pekka Hiltunen

Helsingin Sanomat 13 th May 2008by Hannu Pöppönen

CITY TO CITY AirportJournal Shanghai Airport,2009-03, No.93by Lv shuiqing

KOKORO IN MEDIA:

GLORIA September 2008Yhdeksän vastavalmistunutta maisteria by Pirkko Vekkeli

IMAGE 4/2008 MayLeikkisät by Pekka Hiltunen

Helsingin Sanomat 13 th May 2008Maistereita moniin tarpeisiin by Hannu Pöppönen

CITY TO CITY Airport Journal Shanghai Airport, 2009-03, No.93No.1 Education in the world. College´s transformation and innovation competition by Lv shuiqing

INNOFABRI

INNOFABRI

Visual identity and stationery 2012

Design of visual identity and stationery for Interior Design office Innofabri Oy (excluding logo). The playful design uses home motifs and is full of bright color and happy details.

Stationery includes A4 envelope, A4 letter paper, A5 postcard, business card, memo block and a signature tape, de-signed to be used at renovation sites.

www.innofabri.com

INNOFABRI

Designer and Project assistant / Interior Design projects 2012 -2015

I worked as a project assistant and designer in interior design office Innofabri Oy. I worked together with head designer Anne-Marie Reinikka on many interesting design and home improvement projects including design, planning and on-site work, coordinating and over-seeing the renovations.

I worked with textiles - I designed custom made textiles and partici-pated in crafting them. I prepared color, material and product proposals and assisted in coordination of the renovations.

In on-site negotiations with different makers and professionals, good communication skills were a must.

My work included drawing sketches of custom made furniture, contacting and communicating with makers and design stores, processing offers requests, orders, shippings and customer com-munications.

On this page and the following pages are some examples of the projects in which I have been working.

INNOFABRI 2014

Interior Design, Helsinki

I worked as a project assistant in this complete furnishing and interior design project including design and choosing of all colors, furniture, pendant lights and table lamps and many textiles for this home. Design included unique tables and TV units, special shaped curtains and other custom-made textiles and consulting in art choices.

My work included furnitu-re proposals, participating in the bespoke textile and furniture design, co-coordinating renovations, processing offers requests, orders and product shippings.

Photos fromwww.innofabri.com

All photos by Anne-Marie Reinikka

INNOFABRI 2013

I worked as a project assistant in this home improvement, renovation and interior design project.

My work included participating in the design of colors and overall style, kitchen tile proposals and co-coordinating and over-seeing the renovation on-site together with head designer.

Photos from

www.innofabri.comAll photos by Anne-Marie Reinikka

INNOFABRI 2013

I worked as a project assistant in this renovation and interior design project.

We designed:- new kitchen design- colors and surfaces- furniture choices- furniture design

My work included participating in all design proposals together with head designer Anne-Marie Reinikka, co-coordinating the renovation, processing orders, offers requests and customer comunication.

Photos from

www.innofabri.comAll photos by Anne-Marie Reinikka

MIFUKO

MIFUKO / ZURI BAG 2009

Designing Zuri bag for Mifuko included some very fascinating elements - I got a chance to work on the first prototypes of Zuri at the Bombolulu fairtrade workshop in Mombasa, Kenya, together with local artisans and Mifuko. Zuri bag is made of heavy and sturdy cotton canvas and the lining is made of recycled men´s shirts. Each shirt looks different, making each bag unique. The corners are reinforced with inner car tires and the brass rings are handmade in Kenya.

http://www.mifuko.fi

SELECTED DESIGN PROJECTS

CAT ILLUSTRATIONS FOR INNOFABRI 2015 Some of these cat sketches were used in textile and paper labels designed for interior design office Innofabri Oy.

“SOUTHEAST"

Handmade using partly surplus and sample material: cotton, silk, wool, linen and synthetic fabrics combined with heavy black or natural colour linen.

An earthy, natural colour palette with subdued plum as accent was used. Straight rectangular shapes together with structurally distinct but subtle material selection produced a sense of stability, serenity and control. The neutral overall tone adapts gracefully to a contemporary interior while the different textures of the materials create and interesting look and feel. Only excellent quality materials were used.

“JUICY NAP“

A true fruit salad!

The eclectic mix lights up in sunshine and celebrates simple passing pleasures of life - joy of growth and floral splendour. The collection draws its vigor from the wild bunch of traditional patterns of East Africa, Scandinavia and Japan.

Custom designed cushions are handcrafted from kanga fabrics brought from Kenya and Tanzania, vintage kimono fabrics and vintage curtains, all complemented by a heavy natural color linen on the backside.

As a whole, the series is a strong statement for the right to cheer simply for the sake of it. Good for a positively inclined coffee shop, colorful home or a playful AirBnB interior.

EASTER

Handmade easter eggs crafted using real egg shells, a cheerful selection of traditional and con-temporary origami papers and many, many layers of lacquer.

HIPPA PRINTED T-SHIRTS AND STUDY PROJECTS

HIPPA T-SHIRTS 2000-2007

A collection of handprinted T-shirts together with Minna Impiö. Hippa T-shirts were made of Fin-nish and mainly surplus materials and sewn in Finland. All shirts were handprinted by Kaisa and Minna.

The story of Hippa T-shirts started from our study collaboration collection Fugu, featuring a pufferfish print, at the University of Art and Design. We first printed t-shirts for ourselves. When our friends and their friends started orde-ring them, we decided to start producing a small collection of t-shirts in different sizes. In thebeginning we sold the shirts at Tokyo Christmas Market at the University of Art and Design and later created the label Hippa.

The word Hippa refers to a childrens game, or a party jamboree, well fitting our fun designs.

Over the years Hippa T-shirts were sold in Design Forum Finland shop, Designmuseum shop, Skanno, Design Deli shop in Porvoo, Tokyo Christmas Market at the University of Art and Design and at Argos Young Designers at Stockmann Department store.

Photos by Mikko Anttilainen 2005

HIPPA!

Friends enjoying a picnic wearing Hippa collection. Featured here are some of the many Hippa prints and colors, Fugu pufferfish being the all-time favorite and most popular of our prints. Printed linen and cotton skirts are custom orders made by me.Photos by Mikko Anttilainen 2005

TANPOPO 2003

Tanpopo collection is all about timelessness.

Tanpopo (たんぽぽ) is Japanese for dandelion. I designed and made Tanpopo collection with bold black and white prints and and linen and cotton skirts, shirts and bags when studying as an exchange student at Musashino Art University in Tokyo. Tanpopo is very minimalistic, very scandi and yet fits the Japanese taste well.

I made these pieces for a group exhibition Shoumikigen 賞味期限 (Best Before), presented in gallery Space Edge in Shibuya, Tokyo. My aim was to create something sustainable with no best before date and I used colors and materials that never go out.

Photos by Mikko AnttilainenHelsinki 2004

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FUGU 2001

Fugu (Pufferfish) collection is a collaboration with Minna Impiö at the University of Art and Design. We used asymmetrical prints with huge pufferfish motifs on cotton and linen blend clothes and structured woollen knits handmade using diverse techniques.

Styling by Kaisa Hoikkala and Minna ImpiöPhotos by Aleksi Niemelä

KLOROFYLLI (Chlorophyll) 2000

Klorofylli collection was designed and made for my BA degree at the University of Art and Design. It is a collaboration with Minna Impiö.

The collection combines different shades of white with bright yellow and muted, earthy green. We used linen fabrics and handmade wool knits. Some of the fabrics and knits are handdyed and we used diverse techniques to create the textures and patterns. The print motif is a microscopic image of a plant´s stem.

Klorofylli collection was shot in Vanhankaupunginlahti Nature Reserve area, Arabia, Helsinki.

Styling by Kaisa Hoikkala Photos by Sanna Kannisto

Thank you for your time and attention!

Kaisa