YTK
BRAND & VISUAL IDENTITY
Context
YTK needed a clearer brand and visual identity. Finland’s largest unemployment fund had to feel more distinctive, more approachable and easier to use. The renewal also had to bring YTK and YTK-Yhdistys closer together: one service brand, two roles, working better as a whole.
Approach
The promise was “Muutoksesta mahdollisuudeksi”, turning change into possibility. YTK was not only there for security when work changes. It could also help people see what might open up next.
The identity grew from a simple dot and circle. The dot stood for the individual. Many dots became a community. The circle became change in motion. Trustworthy, but not cold. Clear, but not bureaucratic.
Execution
The work covered the brand promise, logo, colour system, typography, graphic elements, icons, image direction, data visualisation, brand book and applications for digital and print.
A key part of the identity was Iiris: a living, data-driven brand element that made YTK’s members visible as individuals and as a community.
The identity also became the base for YTK’s online services and later campaigns, including “Uskalla nähdä toisin”.
Outcome & Role
The renewal gave YTK a brand system that was easier to use and easier to recognise. It became the visual base for the wider YTK work that followed.
My role: Art Direction · Concept Design · Visual Design · Brand Identity · Brand Guidelines
The brand identity was developed with my copywriter partner.
