Culture changes everything
The Saimaa Phenomenon was Eastern Finland's collective goal to make Savonlinna the European Capital of Culture for 2026.
VAGANZA: Visual identity / Print materials / Digital materials / Website design / Application book design / Newspaper advertising / Video scripting, conceptualization, and direction
PARTNERS: Movage films: video production / Fabrik: video production / Kixit: website implementation and digital marketing / Veera Konsti, Samuli Kuittinen, and Juri Rings: photography
Underdog’s attitude
From the beginning, Saimaa Phenomenon's Savonlinna was in competition with some of Finland's larger cities, Oulu and Tampere. They had bigger budgets, and the only way to win was to try something different.
Droplets of change
The new design and communication strategy was inspired by the idea of a droplet hitting the water's surface, creating a ripple effect of change. Each droplet represents an artist's work, an event (small or large), a gig, webinar, speech, or any activity that brings the Saimaa Phenomenon closer to win. Together, these droplets are the phenomenon.
Raw and (un)real
The visual identity of the Saimaa Phenomenon was raw and edgy. It was encapsulated in a 100-page bid book, where all the visual elements came together. The book featured slightly old-fashioned titles, highly readable paragraphs, and striking images that captured attention. It might not have been the best mix on paper, but it worked. Even though the Saimaa Phenomenon didn't win the European Capital of Culture title, we were proud to create something that truly resonated with us and showed the world something what we call the art of living.
