Cultural strategy
& creative direction.

OUI OUI

FOUNDER ~ CREATIVE DIRECTION ~ EDITOR-IN-CHIEF
PARTNERSHIPS ~ SYSTEMS DESIGN ~ CURATION
EXECUTIVE PRODUCTION ~ LOGO DESIGN

A cultural platform that maps the now to imagine what’s next.
Weekly newsletter, live events, commissioned essays, and more.

2024—
OUI OUI VOL. 1

CREATIVE DIRECTION ~ EDITORIAL ~ PARTNERSHIPS

A 200-page anthology. 300 numbered copies. Sold out.

GRAPHIC DESIGN & LAYOUT by Sieka & Eklig

2025
TÄYDET: KATEKISMUS
The debut LP of the maximalist rap duo.

art direction ~ PACKAGING DESIGN ~ LAYOUT

PHOTOGRAPHY by Toivo Heinimäki

2026
TÄYDET

strategy ~ CREATIVE DIRECTION
art direction ~ LAYOUT ~ pr, COMMS

PHOTOGRAPHY by Toivo Heinimäki

2025–2026
OUI OUI LIVE
POST BAR, HELSINKI

CURATION ~ BOOKING ~ MODERATION
CREATIVE DIRECTION ~ art direction ~ PARTNERSHIPS

Oui oui LIVE is a discussion event – a ‘live essay’ – in which, together with five interesting writer-thinkers, we reflect on topics and themes that define the present moment. Approx. 100 attendees each evening.

2025
EL CAMINO HELSINKI

STRATEGY ~ POSITIONING ~ NARRATIVE
SERVICE DESIGN ~ CREATIVE DIRECTION

Ui ui helped the renowned audio design company articulate its value, redefine its role, and set a long-term creative and business direction.

2025
VIITASEN PIIA
NE EI LÖYDÄ MUA
PUOLI-Q, HELSINKI

A performance series in an intimate theatre,
fusing music, spoken word, and video art.
Postponed to fall 2026.

ORIGINAL IDEA ~ NAMING
SHOW DIRECTION ~ DRAMATURGY
MARKETING STRATEGY ~ art direction

PHOTOGRAPHY by Tekla Valy

2025–2026
VIITASEN PIIA

STRATEGY ~ CREATIVE DIRECTION
ARTIST MANAGEMENT
VISUAL STORYTELLING ~ RELEASE STRATEGY
FUNDRAISING GUIDANCE

PHOTOGRAPHY by Tekla Valy

Won Artist of the Year at Indie Awards 2025

2023–2025
VIITASEN PIIA: IHMISEN AIKA (CD/LP)

CREATIVE DIRECTION

PHOTOGRAPHY by Tekla Valy
GRAPHIC DESIGN & LAYOUT by Jussi Karjalainen

Won Critics’ Choice Emma Award 2025
Won Album of the Year at Indie Awards 2025
Won Song of the Year at Indie Awards 2025

2023–2024

KARINA: ½
(Remix Album)

CONCEPT ~ CREATIVE DIRECTION
GRAPHIC DESIGN ~ NAMING ~ LAYOUT

2021

KARINA

STRATEGY ~ CREATIVE DIRECTION
ARTIST MANAGEMENT

PHOTOGRAPHY by Tero Ahonen

Nominated for Nordic Music Prize 2019
Nominated for Artist of the Year at Indie Awards 2021

2017–2022
THE FINAL PERFORMANCE OF HUSKY RESCUE

VISUAL CONCEPT ~ CREATIVE DIRECTION

GRAPHIC DESIGN by Iisa Pappi

2025
HUSKY RESCUE 20th ANNIVERSARY

STRATEGY ~ CREATIVE DIRECTION ~ BRANDING
EXECUTIVE PRODUCTION ~ MARKETING

GRAPHIC DESIGN & MOTION by Tsto

2023–2025
YONA
UNI JOHON HERÄÄN

STRATEGY ~ CREATIVE DIRECTION
ARTIST MANAGEMENT ~ GRAPHIC DESIGN

Won the Teosto Prize 2022
Won the Critics’ Choice Emma Award 2022
Musiikkitalo album release concert awarded Event of the Year at Industry Awards 2022
Participated in the TV show Vain elämää in 2022

PHOTOGRAPHY by Aki Roukala
GRAPHIC DESIGN & LAYOUT by Tino Nyman

2019–2023
KARINA: 2 (CD/LP)
CREATIVE DIRECTION

PHOTOGRAPHY, GRAPHIC DESIGN & LAYOUT by Tero Ahonen

Nominated for Album of the Year at Indie Awards 2021

2020
ADA AIK: 5 HOURS OF LIGHT

LIVE BOOKING

The scented concert was performed at Flow Festival Helsinki
on each of the three festival days, accompanied by a 60-piece choir.

2025
NÄLKÄ.FI

CO-FOUNDER ~ CREATIVE DIRECTION

Independent, Long-form Music Media
Won Music Media of the Year at the Industry Awards 2018

2016–2018
MARKO NYBERG
SOLVEIG

CONCEPT ~ CREATIVE DIRECTION

DIRECTION / DOP / PRODUCTION Mari Mäntynen
STYLING / PRODUCTION ASSISTANCE Lumi Björn

2024
VIITASEN PIIA
IHMISEN AIKA TOUR FINALE
ALEXANDER THEATRE, HELSINKI

CONCEPT ~ STAGE DESIGN
show direction ~ CREATIVE DIRECTION

SET DESIGN by Pinja Koskelin
LIGHTING DESIGN by Siri Haapanen
PHOTOGRAPHY by Miikka Varila

2024
TOIVOLA FESTIVAL 2024

CO-ARTISTIC DIRECTION ~ talent CURATION
FESTIVAL PRODUCTION ~ CONCEPT + Naming

Co-designed and named the 60-minute roundtable CIRCLE, which operates without a moderator. Each guest receives an envelope containing a word, which they can open at any time to guide the conversation.

Collaboration with the artist and former MP Jani Toivola.

2024

Ui ui helps you realize what’s possible & make sense of complexity.

Oui oui Vol. 1

I called the singer-songwriter Samuli Putro and asked him the secrets to grappling with age in pop. Putro, currently 55, has had two successful careers: from mid-90s to mid-00s in the band Zen Café, and from late-00s onwards as a solo artist.

Photo courtesy of Sieka & Eklig

OUI OUI VOL. 1

Limited edition anthology collecting the first year of the cult-favorite newsletter.

200 pages, 300 hand-numbered copies, featuring 40+ letters, columns, essays, interviews, and a live discussion, with contributions from Elsa Tölli, Pehmoaino, Iiu Susiraja, Mr. Lordi, Luigi Vitali, Riina Tanskanen, and more.

Creative Direction / Editorial Leadership / Partnerships by Pietari Pyykönen
Graphic Design / Layout by Sieka & Eklig
300 numbered copies (sold out)

Video courtesy of Sieka & Eklig

OUI OUI VOL. 1

I had the honor of speaking with the national treasure Mr. Lordi for 3 hours. He remembered me from my childhood. The interview turned out sharp and hilarious.

Photo courtesy of Sieka & Eklig

OUI OUI VOL. 1

With the gracious support of the ice cream company 3 kaveria and the bakery Way, I was able to comission two essays from Finland’s sharpest writers. Silvia Hosseini wrote a piece on language and metamodernism, and Veikka Lahtinen on the legacy of mid-2010s wave of feminism.

Photo courtesy of Sieka & Eklig

OUI OUI VOL. 1

All of the 300 copies were hand numbered. The legendary design house Artek was one of the brands supporting the 1st issue.

Photo courtesy of Sieka & Eklig

OUI OUI VOL. 1

I came across a letter from the editor in the German-Italian Dust Magazine, where
the editor-in-chief Luigi Vitali wrote about uncancelling the future. So happy he let me rerelease it in Oui oui.

Photo courtesy of Sieka & Eklig

OUI OUI VOL. 1

Artist, illustrator, and DJ Taika Mannila.

Photo courtesy of Sieka & Eklig

OUI OUI VOL. 1

Artist, illustrator, DJ Taika Mannila’s 10 favorite things right now (9 September, 2024).

Photo courtesy of Sieka & Eklig

OUI OUI VOL. 1

Artist-producer Orvokki.

Photo courtesy of Sieka & Eklig

OUI OUI VOL. 1

Actor-author Mikko Kauppila.

Photo courtesy of Sieka & Eklig

OUI OUI VOL. 1

Limited edition anthology collecting the first year of the cult-favorite newsletter.

200 pages, 300 hand-numbered copies, featuring 40+ letters, columns, essays, interviews, and a live discussion, with contributions from Elsa Tölli, Pehmoaino, Iiu Susiraja, Mr. Lordi, Luigi Vitali, Riina Tanskanen, and more.

Creative Direction & Editorial Leadership by Pietari Pyykönen
Graphic Design & Layout by Sieka & Eklig
300 numbered copies (sold out)

Photo courtesy of Sieka & Eklig

OLOHUONEKLUBI

Cozy acoustic club in a historic cinema,
with surprise headliners such as Icelandic Múm.

CONCEPT ~ CREATIVE DIRECTION ~ NAMING
CURATION ~ BRANDING ~ EXECUTIVE PRODUCTION

2016, 2019

TAVASTIAN SUNNUNTAIT

A vegan Sunday brunch meets pop matinee.

CONCEPT ~ CREATIVE DIRECTION ~ NAMING
CURATION ~ BRANDING ~ EXECUTIVE PRODUCTION

2017–2018

LYNX LYNX LYNX

A non-DJ lounge club commissioned by Juhani Merimaa.

CONCEPT ~ CREATIVE DIRECTION ~ NAMING
CURATION ~ BRANDING ~ EXECUTIVE PRODUCTION

2017—2018

SUPERWOOD FESTIVAL
by IVANA HELSINKI

A Twin Peaks-esque sleepover festival.

CO-FOUNDER ~ MUSIC CURATION

2017

PRESIDENTIAL CANDIDATE PEKKA HAAVISTO

Inviting Pekka Haavisto to LYNX LYNX LYNX turned into a PR and cultural moment and a successful presidential campaign asset. Booked Haavisto to warm up for the pop star Antti Tuisku, and co-produced the support concert at TAVASTIA with Paula Vesala and Teja Kotilainen.

2017–2018

OLOHUONEKLUBI X SIDEWAYS

Artistic Direction for Olohuoneklubi Stage
at Sideways Festival

2017

ATENEUM

Artistic Direction for Ateneum-klubi

Curated artists: Ibe, Vesta, Cledos, Pesso, M, Onni Boi

2018

PYY

MUSIC ~ LYRICS ~ PRODUCTION
SAMPLE CLEARANCE ~ LIVE BOOKING
ART DIRECTION ~ PROJECT MANAGEMENT

Debut album ‘MAAILMA LOPU’ (a play on the Finnish word for apocalypse and a cry for the world to just ‘end already’) was nominated for Critics’ Choice Emma Award 2023

2015–2023

Ui ui is a Helsinki-based creative consultancy specializing in strategy, creative direction, curation, business development, cultural strategy, and brand storytelling. We work with forward-thinking businesses, innovative artists, and organizations to create culturally resonant and resilient brands. By combining strategic insight with creative expertise, we help our partners strengthen brand value, deepen audience engagement, and build long-term trust.