Art Director

The European Figure Skating Championships 2023

A marketing concept and a visual identity for the European Figure Skating Championships in Espoo 2023 by the Finnish Figure Skating Association.

The leading idea behind the visual identity and concept for the championships was that figure skating is a unique combination of sports and art – self-expression and discipline.  We also wanted to challenge the status quo and call for more diversity and equality to the sport.  Thus, the concept name “Come as You Are / Tule sellaisena kuin olet” was chosen. 

Motion design for the concept by Jukka Päivinen

Instead of traditional competition outfits, we wanted to photograph the athletes in haute couture style outfits, reflecting each of their personality. These brand images reflect four different moods, all of which you as an audience member can experience watching the skater on the ice: friendship, freedom, fabulous performers and fierce atheleticism.