PÕHJALA ART AND DESIGN MARKET
visual identity
Client: Põhjala Cultural Factory
Estonia 2025
task
Create a playful visual identity for an art and design fair held in an old industrial factory. The event regularly showcases the talents of the factory’s "inhabitants," primarily featuring designers and artists. Deliver in a fast-paced two-week design sprint, from ideation to final designs.
result
The visual identity is built on two key aspects: the creativity of artists, and the (usually) methodical approach of designers. This combination results in vibrant colors and dynamic shapes, contrasted with stricter elements and fonts. The logo combines these two aspects, while also displaying the history of the factory itself - by referencing the factory's central element - the iconic arched hangars. Together these elements and principles create a bold yet authentic aesthetic that bridges past and present.
CONTEXT
Põhjala Cultural Factory is a place where history meets creativity - once a leading rubber factory, this industrial space has now been transformed into a hub for artisans, designers, bookshops and restaurants. With its inviting spaces and cool events, the factory is emerging as a place-to-be.
For a few years now, the factory has been hosting fairs, drawing in new talents and growing crowds. As the community expands, so does the need for a cohesive brand identity - one that would help the market gain even more traction and helping the artists broaden their audience.
Photos by Põhjala Cultural Factory.
FIRST IDEAS
During our first meeting with the client, we defined the market’s desired atmosphere. As the client described it:
"In my dreams, Põhjala Market is a platform where creative individuals, artists, and passionate artisans can sell or showcase their creations. The vibe is cozy and charming, and the unique atmosphere of Põhjala Factory itself adds to its character."
From our discussion, I quickly visualized two playful yet distinct directions for the identity - one that reflected the current essence of Põhjala, and another that emphasized the factory’s unique, historical ambiance. Ultimately, in collaboration with the client, we decided to build on the first concept, incorporating industrial heritage elements to enhance its character. With this foundation set, I began refining the identity.
CONCEPT & MOTION
I based the concept on the contrast between artists and designers. Though closely connected, I see design as more methodical. Reflecting the market’s playful tone, I used distinct elements and fonts - art is colorful and flexible, while design is structured and precise. This is also visible in the logo - integrating the factory’s history with the concept aka by drawing inspiration from its most iconic structures - the arched hangars.
The concept also carries on into motion: design moves along clean paths, while art appears hand-drawn and spontaneous. The final logo follows the core concept while
CREATING THE GUIDELINES
Behind the scenes in my own brand identity “workshop” - piecing together the puzzle of how, why, and where every element fits. This system guides me through the final stages of the design process, right before creating the polished presentation and guidelines for the client.
THE FINAL IDENTITY
The final visual identity merges artistic creativity with design precision, featuring vibrant colors and dynamic shapes balanced by structured elements. The logo embodies this blend while referencing the factory’s history through its iconic arched hangars, resulting in a bold yet authentic aesthetic that connects past and present.
