The Museum Card is a pretty great invention – you buy one card with a annual subscription fee and then you can visit over 360 museums you desire, all across Finland! What do the new brand illustrations of the Museum Card and Finnish cultural heritage have in common? Well, the creativity and work of real people, of course! This time we’re applauding extra loud here at Napa Agency, because the beautiful handiwork seen in the new communication and marketing materials of the Museum Card is by our wonderful illustrator and surface designer Oona Mäkelä. What a way to celebrate Finnish cultural heritage!
In collaboration with the Helsinki-based creative house SEK, the Museum Card searched for illustrations that fit their new and improved visual identity and would support the spirit of living history of the Museum Card. Napa’s Oona Mäkelä’s illustrations had impressed the client before we were in contact, and despite the busyness of the turn of the year, we quickly got up to speed on the design task. As part of Napa Agency’s service, we offered insights on the future needs of the Museum Card, offering support and tools in advance for creating a growing library of illustrations for the successful campaign and brand renovation.
The published illustrations and pattern create a beautiful visual ensemble that highlights the artist’s handiwork and value of human-centered art. The pattern features carefully selected and arranged ink lines which are characteristic to Oona’s style. The same theme also continues in the character illustrations, which play with proportions in a fun way.
The characters appeal to both children and adults and their appearance does not tie them to any specific background or gender making them easily relatable yet unique. Well isn’t that a customer-oriented and a long-lasting visual communication package!
In today’s age of machine-made and AI, our unique Finnish history, art and cultural heritage become increasingly valuable as what sets us apart in the vastness of the internet and global nations. It’s an honor to be a part of the effort to highlight this humane impression. Our thanks go to both Museokortti and SEK for this amazing project. And also a big hand to Oona Mäkelä! Please visit her Napa portfolio here.