A cultural strategy studio.
End-to-end creative &
strategic direction.
FOUNDER ~ CREATIVE DIRECTION ~ EDITOR-IN-CHIEF
PARTNERSHIPS ~ SYSTEMS DESIGN ~ CURATION
EXECUTIVE PRODUCTION ~ LOGO DESIGN
A cultural platform that maps the now to imagine what’s next.
Weekly newsletter, live events, commissioned essays, and more.
2024—
CREATIVE DIRECTION ~ EDITORIAL ~ PARTNERSHIPS
A 200-page anthology. 300 numbered copies. Sold out.
GRAPHIC DESIGN & LAYOUT by Sieka & Eklig
2025
strategy ~ CREATIVE DIRECTION
art direction ~ LAYOUT ~ pr
PHOTOGRAPHY by Toivo Heinimäki
2025–2026
POST BAR, HELSINKI
CURATION ~ BOOKING ~ MODERATION
CREATIVE DIRECTION ~ art direction ~ PARTNERSHIPS
Oui oui LIVE is a discussion event – a ‘live essay’ – in which, together with five interesting writer-thinkers, we reflect on topics and themes that define the present moment. Approx. 100 attendees each evening.
2025
STRATEGY ~ POSITIONING ~ NARRATIVE
SERVICE DESIGN ~ CREATIVE DIRECTION
Ui ui helped the renowned audio design company articulate its value, redefine its role, and set a long-term creative and business direction.
2025
NE EI LÖYDÄ MUA
PUOLI-Q, HELSINKI
A performance series in an intimate theatre,
fusing music, spoken word, and video art.
Postponed to fall 2026.
ORIGINAL IDEA ~ NAMING
SHOW DIRECTION ~ DRAMATURGY
MARKETING STRATEGY ~ art direction
PHOTOGRAPHY by Tekla Valy
2025–2026
STRATEGY ~ CREATIVE DIRECTION
ARTIST MANAGEMENT
VISUAL STORYTELLING ~ RELEASE STRATEGY
FUNDRAISING GUIDANCE
PHOTOGRAPHY by Tekla Valy
Won Artist of the Year at Indie Awards 2025
2023–2025
CREATIVE DIRECTION
PHOTOGRAPHY by Tekla Valy
GRAPHIC DESIGN & LAYOUT by Jussi Karjalainen
Won Critics’ Choice Emma Award 2025
Won Album of the Year at Indie Awards 2025
Won Song of the Year at Indie Awards 2025
2023–2024
(Remix Album)
CONCEPT ~ CREATIVE DIRECTION
GRAPHIC DESIGN ~ NAMING ~ LAYOUT
2021
STRATEGY ~ CREATIVE DIRECTION
ARTIST MANAGEMENT
PHOTOGRAPHY by Tero Ahonen
Nominated for Nordic Music Prize 2019
Nominated for Artist of the Year at Indie Awards 2021
Nominated for Artist of the Year at Indie Awards 2021
2017–2022
VISUAL CONCEPT ~ CREATIVE DIRECTION
GRAPHIC DESIGN by Iisa Pappi
2025
STRATEGY ~ CREATIVE DIRECTION ~ BRANDING
EXECUTIVE PRODUCTION ~ MARKETING
GRAPHIC DESIGN & MOTION by Tsto
2023–2025
UNI JOHON HERÄÄN
STRATEGY ~ CREATIVE DIRECTION
ARTIST MANAGEMENT ~ GRAPHIC DESIGN
Won the Teosto Prize 2022
Won the Critics’ Choice Emma Award 2022
Musiikkitalo album release concert awarded Event of the Year at Industry Awards 2022
Participated in the TV show Vain elämää in 2022
PHOTOGRAPHY by Aki Roukala
GRAPHIC DESIGN & LAYOUT by Tino Nyman
2019–2023
CREATIVE DIRECTION
PHOTOGRAPHY, GRAPHIC DESIGN & LAYOUT by Tero Ahonen
Nominated for Album of the Year at Indie Awards 2021
2020
LIVE BOOKING
The scented concert was performed at Flow Festival Helsinki
on each of the three festival days, accompanied by a 60-piece choir.
2025
CO-FOUNDER ~ CREATIVE DIRECTION
Independent, Long-form Music Media
Won Music Media of the Year at the Industry Awards 2018
2016–2018
SOLVEIG
CONCEPT ~ CREATIVE DIRECTION
DIRECTION / DOP / PRODUCTION Mari Mäntynen
STYLING / PRODUCTION ASSISTANCE Lumi Björn
2024
IHMISEN AIKA TOUR FINALE
ALEXANDER THEATRE, HELSINKI
CONCEPT ~ STAGE DESIGN
show direction ~ CREATIVE DIRECTION
SET DESIGN by Pinja Koskelin
LIGHTING DESIGN by Siri Haapanen
PHOTOGRAPHY by Miikka Varila
2024
CO-ARTISTIC DIRECTION ~ talent CURATION
FESTIVAL PRODUCTION ~ CONCEPT + Naming
Co-designed and named the 60-minute roundtable CIRCLE, which operates without a moderator. Each guest receives an envelope containing a word, which they can open at any time to guide the conversation.
Collaboration with the artist and former MP Jani Toivola.
2024
Ui ui helps you realize what’s possible.
Featuring: ELSA TÖLLI | MAX MALKA | IIU SUSIRAJA | LYYTI | JOEL SLOTTE | ELISA GABBERT | RIINA TANSKANEN | MIKKO KAUPPILA | SAMULI PUTRO | JYRKI POUTANEN | VEIKKA LAHTINEN | SAARA TURUNEN | JIMI SÄRMÖ | LANDYS ROIMOLA | SONIA KOSKELA | RONJA SALMI | NATALIA KALLIO | AMANDA PALO | TAIKA MANNILA | GRANDE MAHOGANY | KOKO HUBARA | PIETU WIKSTRÖM | ANNA BROTKIN | AINO FRILANDER | MR. LORDI | ORVOKKI | ERVIN LATIMER | ELLEN JÄRNEFELT | TEO ALA-RUONA | SINI SILVERI | TONI FERI | LUIGI VITALI | JOHANNES EKHOLM | LILI ASLO | SILVIA HOSSEINI | JAAKKO KESO | ERIC TIMOTHY CARLSON | TUOMAS SOPPELA | CLAUDIA CIFU | JAAKKO KULTA | SAARA TUOMINEN | AINO MORKO | EERO KARJALAINEN | ANNA ERIKSSON | ISA HUKKA | ARTTU SEPPÄNEN | MIA WENNERSTRAND | TAIJA ROIHA | HILLA KÖRKKÖ | PIETARI PYYKÖNEN
CREATIVE DIRECTOR + EDITOR-IN-CHIEF: Pietari Pyykönen / UI UI
GRAPHIC DESIGN + LAYOUT: Lars Högström + Santtu Oja / SIEKA & EKLIG
Video courtesy of Sieka & Eklig
I called the singer-songwriter Samuli Putro and asked him the secrets to grappling with age in pop. Putro, currently 55, has had two successful careers: from mid-90s to mid-00s in the band Zen Café, and from late-00s onwards as a solo artist.
Photo courtesy of Sieka & Eklig
Limited edition anthology collecting the first year of the cult-favorite newsletter.
200 pages, 300 hand-numbered copies, featuring 40+ letters, columns, essays, interviews, and a live discussion, with contributions from Elsa Tölli, Pehmoaino, Iiu Susiraja, Mr. Lordi, Luigi Vitali, Riina Tanskanen, and more.
Creative Direction / Editorial Leadership / Partnerships by Pietari Pyykönen
Graphic Design / Layout by Sieka & Eklig
300 numbered copies (sold out)
Video courtesy of Sieka & Eklig
I had the honor of speaking with the national treasure Mr. Lordi for 3 hours. He remembered me from my childhood. The interview turned out sharp and hilarious.
Photo courtesy of Sieka & Eklig
With the gracious support of the ice cream company 3 kaveria and the bakery Way, I was able to comission two essays from Finland’s sharpest writers. Silvia Hosseini wrote a piece on language and metamodernism, and Veikka Lahtinen on the legacy of mid-2010s wave of feminism.
Photo courtesy of Sieka & Eklig
All of the 300 copies were hand numbered. The legendary design house Artek was one of the brands supporting the 1st issue.
Photo courtesy of Sieka & Eklig
I came across a letter from the editor in the German-Italian Dust Magazine, where
the editor-in-chief Luigi Vitali wrote about uncancelling the future. So happy he let me rerelease it in Oui oui.
Photo courtesy of Sieka & Eklig
Artist, illustrator, and DJ Taika Mannila.
Photo courtesy of Sieka & Eklig
Artist, illustrator, DJ Taika Mannila’s 10 favorite things right now (9 September, 2024).
Photo courtesy of Sieka & Eklig
Artist-producer Orvokki.
Photo courtesy of Sieka & Eklig
Actor-author Mikko Kauppila.
Photo courtesy of Sieka & Eklig
Limited edition anthology collecting the first year of the cult-favorite newsletter.
200 pages, 300 hand-numbered copies, featuring 40+ letters, columns, essays, interviews, and a live discussion, with contributions from Elsa Tölli, Pehmoaino, Iiu Susiraja, Mr. Lordi, Luigi Vitali, Riina Tanskanen, and more.
Creative Direction & Editorial Leadership by Pietari Pyykönen
Graphic Design & Layout by Sieka & Eklig
300 numbered copies (sold out)
Photo courtesy of Sieka & Eklig
Cozy acoustic club in a historic cinema,
with surprise headliners such as Icelandic Múm.
CONCEPT ~ CREATIVE DIRECTION ~ NAMING
CURATION ~ BRANDING ~ EXECUTIVE PRODUCTION
2016, 2019
TAVASTIAN SUNNUNTAIT
A vegan Sunday brunch meets pop matinee.
CONCEPT ~ CREATIVE DIRECTION ~ NAMING
CURATION ~ BRANDING ~ EXECUTIVE PRODUCTION
2017–2018
A non-DJ lounge club commissioned by Juhani Merimaa.
CONCEPT ~ CREATIVE DIRECTION ~ NAMING
CURATION ~ BRANDING ~ EXECUTIVE PRODUCTION
2017—2018
by IVANA HELSINKI
A Twin Peaks-esque sleepover festival.
CO-FOUNDER ~ MUSIC CURATION
2017
Inviting Pekka Haavisto to LYNX LYNX LYNX turned into a PR and cultural moment and a successful presidential campaign asset. Booked Haavisto to warm up for the pop star Antti Tuisku, and co-produced the support concert at TAVASTIA with Paula Vesala and Teja Kotilainen.
2017–2018
Artistic Direction for Olohuoneklubi Stage
at Sideways Festival
2017
Artistic Direction for Ateneum-klubi
Curated artists: Ibe, Vesta, Cledos, Pesso, M, Onni Boi
2018
MUSIC ~ LYRICS ~ PRODUCTION
SAMPLE CLEARANCE ~ LIVE BOOKING
ART DIRECTION ~ PROJECT MANAGEMENT
Debut album ‘MAAILMA LOPU’ (a play on the Finnish word for apocalypse and a cry for the world to just ‘end already’) was nominated for Critics’ Choice Emma Award 2023
2015–2023
and industry norms.