Illustration system
Metsä Group, a forestry company, sought to revitalize and expand its brand through illustration. The task was to develop a comprehensive illustration style and guidelines that reflect Metsä’s evolving forestry practices—covering diverse forest species, natural biodiversity, industrial-scale machinery, materials, products, and people.
Importantly, the new style needed to be user-friendly, not limited to a single illustrator’s craft, but flexible enough for anyone working with the brand to create scenes and build their own visual stories in the future.
Rooted in Metsä’s brand attributes of clarity and closeness, the approach was designed to feel accessible and easy to use for any audience. The adaptable style encompasses forest biodiversity, industrial processes, and human elements while maintaining a consistent and engaging look. To support this, a detailed system was carefully documented, empowering users with a large library of pre-designed scenes and modular elements—including facial features, workwear, and tree types—allowing them to assemble visuals like building blocks, much like Lego pieces.
Role: Lead Graphic Designer, Illustrations