Ui ui is a strategic creative studio based in Helsinki, founded in 2017 by the multidisciplinary creative director pietari pyykönen. We transform ambiguity into culture-shaping clarity, helping brands and organizations become unforgettable by aligning their narrative, visuals, and presence with meaning – not just aesthetics.

Rooted in a rich history of pioneering cultural projects and managing award-winning indie artists, Ui ui now focuses exclusively on brand strategy, creative direction, and identity design for future-facing businesses. We believe no brand earns trust, sparks word-of-mouth, or stays top-of-mind without cultural resonance. That’s why we don’t simply make brands look good – we make them matter.

Our approach blends strategic thinking, deep cultural literacy, narrative precision, and creative leadership to find your brand’s unique voice, define its stance, and lead its creative vision with conviction. Our flagship offering is ongoing strategic creative direction: partnering closely with your team to shape strategy, define identity, and guide the vision, tone, and execution of your brand’s creative output – ensuring relevance, alignment, and emotional resonance at every stage.

More than a studio, Ui ui is a cultural catalyst — bringing bespoke perspective and concept-driven leadership to make your brand not only look good but truly matter in today’s complex cultural landscape. Pyykönen is also the Editor-in-Chief and Curator at Oui oui, one of Finland’s leading cultural platforms, known for its critical thinking on contemporary culture and nonbinary, future-facing insights.

Credits

Visual Identity and Graphic Design by Lars Högström / Tsto
Web Development by Viiksimaisteri
'Waterlily' Portrait Photography by Sergei Pavlov
Portrait by Aura Savolainen
Creative Direction and Concept by Pietari Pyykönen
Drawings, Photos, Screenshots by Pietari Pyykönen