Finnish Textile & Fashion booklet and photoshoot

We’ve had the honor of working with the Finnish Textile & Fashion Association (FTFA) since Gut’s early days. The association makes pioneering efforts for sustainable Finnish fashion and textiles, highlighting how textiles are part of everyday life — nearly every moment.

In 2024 we developed a visual identity and structure for FTFA’s booklet. The client wanted an experience-rich, informative narrative supported by concrete examples of the association’s work. We shaped a distinctive whole using earlier visual identity components we'd created for FTFA and editorial fashion imagery we shot with photographer Sebastian Johansson.

When a brand’s visual identity is thoroughly considered down to every detail, implementation becomes effortless. That frees up resources to focus on other elements of activation such as tone, visual storytelling rhythm, and headline hierarchy.