Challenge: With Marimekko’s renewed identity in place, the challenge was to create a global seasonal brand newspaper that could communicate the brand’s story, products, and design heritage to a wide and diverse audience. The publication needed to work in-store and as a supplement in national newspapers, be easily translatable into multiple languages, and support the expansion of new stores, all while reflecting the refreshed Marimekko brand and its creative spirit.

Approach: Art direction and design focused on presenting Marimekko’s heritage, prints, and products through clear, engaging storytelling. Layouts were crafted to balance editorial content and product imagery, using photography, typography, and graphic elements to highlight both historical design stories and contemporary collections. The design language emphasized clarity, vibrancy, and approachability, ensuring that the brand’s joie de vivre and optimism came through across different markets and formats. Translation into multiple languages was considered in the design to maintain readability and visual consistency worldwide.

Outcome: The seasonal brand newspaper successfully introduced the renewed Marimekko brand to a global audience. It communicated the creativity, heritage, and contemporary relevance of Marimekko’s designs while engaging readers in-store and through national newspapers. The publication became a versatile platform for storytelling, supporting store expansion and building brand awareness across multiple markets, all while preserving the warmth, optimism, and visual identity of Marimekko.

Part of the permanent collection of Design Museum Helsinki.

Featured in Etapes Magazine (France)