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A strategic brand communication and design consultancy, with experience from commercial and editorial projects.

Art Director Sakari Paananen, Ploggatan 2, 11634 Stockholm
Phone +46 704 718372, E-mail sakari@paananen.se


OBELISKEN 29 – PROPERTY BRANDING

Visual identity, communication strategy development, website design, newspaper adverts and sales prospect for a residential property on Södermalm, Stockholm. Collaboration with Whyte Lilja Arkitekter. Photography by Andreas Ackerup, Louise Enhörning, Erik Wåhlström and Gunnar Smoliansky. Creative direction, art direction and design by Sakari Paananen. Design and production by David Isaksson.


WEEKDAY MTWTFSS – AW14
Detailed case description coming soon...


WEEKDAY COLLECTION AW14


No58 – PROPERTY BRANDING More images and case description coming soon...


RODEO 2011–2012 – CREATIVE DIRECTION, ART DIRECTION & DESIGN
More images and detailed case description coming soon…


RODEO – THE AW11 ISSUE


RODEO – THE AW11 ISSUE


BÄVERN & RÄVEN – PROPERTY SALES PROSPECT
More images and detailed case description coming soon…


BAGERIET – PROPERTY BRANDING

Property branding concept including strategy, visual identity, advertising concept and printed matter.

Instead of a prospect we created a box with art prints by two different photographers – architectural photography depicting the building before the renovation, and documentary images of the surroundings. Photography by Andreas Ackerup and Johan Fowelin. Design assistance and production by Stefan Andersson and Tomas Carlsten. Ssome of the images were not published.


TYRESÖ TRÄDGÅRDAR – PROPERTY BRANDING
More images and detailed case description coming soon…


BIOGRAFEN – PROPERTY BRANDING
More images and detailed case description coming soon…


SVENSKA KRAFTNÄT BRAND IDENTITY

A complete rebranding of the Swedish National Grid, Svenska Kraftnät, covering everything from the logo, customizing typefaces, stationary, signage, different manuals, newsletter templates, advertising guidelines, information brochures, annual reports, photographic language, imagery and environmental policies for office inventories.

After a long and difficult process (and a wonderful client relationship) I'm proud to have changed the image and identity of one of Sweden's government offices, together with a great team of designers, illustrators and photographers.

Creative direction and art direction SAKARI PAANANEN. Design MARTIN GYLJE, ANDERS LÖFGREN, JONAS TORVESTIG, JESPER ÖRTEGREN, ANTON GRAHNSTRÖM and SAKARI PAANANEN. Illustration HAMPUS ERIKSTAM. Photography JOHAN FOWELIN. Team at Svenska Kraftnät MARIA JÄDERBERG, MALIN WERNER, ELIN AMUNDSSON, ERIK VALLIN and SARA PETTERSSON.


Art direction and design for PHILIPS TV, Scandinavia. The in-store magazine presents Philips as the modern and sophisticated brand it is. The aim for the photography was to create a tension between the technological/modern objects and the natural/classical photography – offering an alternative to the cold an emotionless imagery normally used in electronics advertising. Commissioned by AHLSTRAND & WÅLLGREN.


Creative direction SAKARI PAANANEN, photography JOHAN FOWELIN.


MINIMARKET AW13 CAMPAIGN & ACCESORIES LOOKBOOK
Detailed case description coming soon…


MINIMARKET SS14 CAMPAIGN AND LOOKBOOK

Minimarket is an award-winning Swedish brand – famous for their bold, personal and colorful approach on retail fashion. All Minimarket collections have a highly visible theme, following the designers' personal inspiration rather than contemporary trends.

When creating the ss14 campaign we worked together on defining and clarifying "the Minimarket character" – a powerful girl from the suburbs with a "bad" attitude. The ss14 theme was called "Meanwhile at Mardi Gras".

For a long time Minimarket had spent their whole photography and printing budget on a two-day photoshoot resulting in a dozen of images that were somewhere in between campaign and look-book imagery, from which they created a thin "look-book" only covering a fraction of the full collection. After restructuring the set-up for ss14 we instead chose to create just a couple of high class campaign shots during a focused one day shoot – giving us more time for each shot, enabling more creative styling concepts and a shoot on location instead of in a studio. Then we coordinated shoots for the look-book and the web shop – which, together with a more cost effective printing format, resulted in a look-book that covers the full collection of items and also has a richer print production finish. Like magic.


NISCH MANAGEMENT — BRAND STRATEGY, IDENTITY AND WEBSITE

Nisch Management is a Scandinavian modeling agency based in Stockholm. Nisch challenges the modeling business by casting models with a wider, and more individual, range of beauty – which they want to highlight rather than disguise. Nisch is the alternative player who is stirring up an otherwise conservative business. The brand was pretty much undeveloped, both strategically and aesthetically, since the startup and was lacking a proper strategic platform. The identity they had quickly put together when starting up did neither reflect their "challenger" position nor their alternative perspectives on beauty. On the contrary – the brand identity was pretty much just blending in among the other agencies' identities.

After analyzing the competitors and clarifying Nisch Management's mission, position and brand statement – we created a strategy in which Nisch would both follow category codes (being a small challenger brand) but at the same break them, in order to emphasize the brands position as a cool, innovative and alternative brand. The identity is based on a very classic and elegant typeface, but the dictionary-like typesetting gives it a subversive, anti-conservative, dimension. The logo follows the same concept – the brackets emphasizes the meaning of the word "nisch" – and is almost a kind of anti-logo. The identity is merely a way of setting text, than a traditional identity – which creates a simplistic, alternative, but yet very clean and elegant identity.

Instead of splashing up a glamorous shot from the latest campaign to cover the front page of the website, we choose to go directly to the core of Nisch's mission – showing the range of characters the represent along with their mission statement. The website is an important tool for the day-to-day business, including a range of functional features – which also corresponds perfectly with the new look and feel of the brand. The website is designed to work on all devices from desktop computers to smartphones. Visit: nischmanagement.se


SANDRA BACKLUND – BRAND INDENTITY & WEBSITE
More images and detailed case description coming soon…

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ERIK BJERKESJÖ BRAND IDENTITY AND IMAGERY Erik Bjerkesjö’s vision to make innovative, elegant design combines Swedish design heritage with the best craftsmanship in the world. The shoes are entirely handmade in the rich, rolling green hills of Tuscany. After laborious weeks and many, many hours of care by craftsmen who have poured over each detail, the shoe is born: An exquisite, wholly one-hundred percent one-of-a-kind handmade treasure, quintessentially beautiful and unmistakable in its artisan craftsmanship.

The brand identity, created by Anton Grahnström and Sakari Paananen (Unestablished), is based on Swedish font designer Karl-Erik Forsberg’s Carolus drawn in 1954. When formulating the label, the creation of imagery was an equally important initial step. In a long and intimate process with the designer, his philosophy, personality and style was interpreted. The result is a sophisticated and surrealistic presentation, where the designer’s vision is fully expressed.




JC CAMPAIGNS 2007–2008

Photography ANDREAS ACKERUP. Done during employment at FRANKENSTEIN STUDIO.


Global campaign for H&M's sustainable collection. Art direction in collaboration with ANTON GRAHNSTRÖM. Photography JOSH OLINS. Styling ROBERT RYDBERG.


LEVI'S RED TAB AW09

For a long time Levi's had been creating conceptional advertising campaigns, and for a long time sales had been poor among women. Our strategy focused on the fact that Levi's actually is the original jeans brand – an attractive position that Levi's hadn't communicated in a way that attracts women. We re-established black and white photography to capture the classic sense of the brand, and created a visual idea reflecting the seventies' inspired collections – a "back to basics" straight forward approach. Done during employment at FRANKENSTEIN STUDIO.


Art direction and design SAKARI PAANANEN. Creative direction and photography JOHAN RENCK.



Art direction for a digital drink book, in collaboration with ANTON GRAHNSTRÖM. Commissioned by GREAT WORKS.


Photographic art direction and design of poster/invite and press images for a dance performance by dancer/choreographer Maria Öhman. Photography MARCUS PALMQVIST.


SALEM AL FAKIR

An iconic visual concept for the international launch of musical genius Salem al Fakir. Collaboration with ANTON GRAHNSTRÖM.


A book about the usage of fur in the fashion business, the splendour of its qualities and the controversies surrounding it.


Album art direction and design. A photographic journey to the melancholic normality in suburbia. Photography JOHAN WARDEN.