Jätkäsaari is a new district of Helsinki. The former cargo port will turn into some 16,000 homes and workplaces to 6,000 people. BOTH was comissioned to design the identity of Jätkäsaari.

The identity is inspired by the rough yet rich essence of the cargo port. The logotype is rooted to the stencil markings on roads, containers and docks of the port. The Jätkäsaari trademark can be seen as a mere letter J, a mermaid, a hook of the crane, be it a crane of the cargo port or a crane of the construction site, or… you decide.

See also the containers we did to promote Jätkäsaari area during and after Madonnas concert.BOTH turned old ship containers into ”billboards” to promote the Jätkäsaari area during and after Madonnas gig. The used containers were painted black and branded with the Jätkäsaari visuals. The Slogans by copywriter Tarja Heija. See also: YLE, Iltalehti

It was not the end of sea containers in Jätkäsaari after all – not yet, that is. The containers will change their location within Jätkäsaari as the construction proceeds.

The installation of the sea containers was challenging because of the ever windy conditions of Jätkäsaari.

A general brochure for Jätkäsaari. All the images are architectural illustrations from the City of Helsinki archives showing what the Jätkäsaari area could look like.
The invitation to the kick off ceremony of the Jätkäsaari contruction site. The visual identity of Jätkäsaari was also made public in the same occasion, therefore the invitation could not reveal the too much of the identity. We chose black design carboard and white silkscreen printing accompanied by black envelopes to create a laconic yet ceremonial touch.