PÕHJALA ART AND DESIGN MARKET
visual identity
Client: Põhjala Cultural Factory
Estonia 2025
task
Create a fun 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.
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 seamlessly 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 started by creating a mood board to define 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.
IDENTITY CONCEPT
I built the concept around two key aspects: the distinction between artists and designers. While art and design are deeply interconnected, my experience in both disciplines has led me to see design as often more methodical in its approach. With the market’s overall playful nature in mind, I assigned distinct elements and fonts to each category—art being more colorful and flexible, while design remains structured and precise. Together, these elements create a dynamic visual language that allows for diverse and engaging compositions.
THE LOGO
The final logo follows the core concept while integrating the factory’s history by drawing inspiration from its most iconic structures - the arched hangars. To ensure various applications, the logo features three distinct variations in both shape and color.
THE 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.
