Hello Kuopio is the tourism brand of the city of Kuopio – created to present the region as one unified, recognisable destination and to spark interest among visitors and locals alike. The brand centers around joy, warmth, and a sense of belonging, bringing Kuopio’s character to life across channels and seasons.

My role focused on translating that spirit into motion.

The identity needed movement that feels joyful and inviting rather than polished to perfection. Kuopio isn’t a rigid city brand – it’s colorful, slightly quirky, and human. Motion had to reflect that same openness and ease.

Joy and social aspect of city living became the foundations for motion.
Not overly slick animation, but motion that feels alive, warm, and approachable. Social-inspired movement brings immediacy and warmth. Intentional imperfection keeps the brand human and relatable.

The goal was a system that feels alive and social while staying recognisable across uses. Motion now works as a flexible layer within the identity – helping the brand feel active, welcoming, and unmistakably Kuopio across campaigns, events, and digital channels.