About me
Joël Petzold, studied communication design in Germany and South Korea and is now based in Helsinki. His focus lays on editorial design, print , branding and photography. While he appreciates the elements of music and skateboarding subculture, Joël finds his biggest inspiration in the people he meets and photographs.
Things I was told to mention:
YOUNG LIONS FINLAND 2024 - Silver in Design Category
YOUNG LIONS FINLAND 2023 - Gold in Digital Category
EYEEM AWARDS 2019 - Winner in Creative Category
EXHIBITION LOTTE STUTTGART 2016
ARTIST BOOK
My Role: Layout/ Photography
I wanted to create something that showcases the richness of Helsinki’s art scene. This book captures just a glimpse, a fraction of the creativity that thrives here. It’s my way of documenting what I’ve seen and sharing it with others, especially because I felt like so many people don’t realise just how much talent is hidden in this city. And I believe that art bring so much to the culture of a country and the same thing was said before; “I assumed, after all, that the point of making art was to communicate and contribute to culture.” - Keith Haring
That’s why I made this book. To contribute.
FRIED MUSIC
My Role: Designer/Art direction/ Photography
Fried music was in need for a rebranding. So we crafted a brand identity system that places their exceptional personnel and industry expertise at its core. Our primary emphasis was on highlighting the individual experts working collaboratively while effectively promoting their releases, studio culture, and collaborations extending beyond the music industry. Through the introduction of a fresh color palette, we successfully differentiated their commercial projects, catering to distinct industries and customer bases.
Freshly fried, at the studio, and beyond!
My Role: Designer/Art direction
KIDS was in need for a visual identity to elevate their communication across all channels. So we created a robust typographic masterpiece with a clean and simple web presentation, engaging presentation templates, and captivating social media representation.
KIDS Agency
My Role: Designer/Photography
Footlight dance studio was looking for a way to get more dance students to their studios. We put them in a spotlight in form of a stationary photo studio to spark their creativity.This was paired with a well crafted copy system that seamlessly extended to a social media filter and a user-friendly landing page for effortless onboarding.
Footlight
My Role: Designer
Marianna Metsänheimo and I won gold in the Young Lions competition in Finland for our "Don't be patient" concept in the digital category. Even more rewarding than our victory was the opportunity to bring our concept to life through a collaboration with the Aamu Foundation.
Young Lions
My Role: Designer/Storyboarding/Photography
FAST and MIELI ry collaborated this year 2023 with Viivi Lehikoinen, a Finnish Olympic hurdler runner, who gave her narrative to raise awareness for the imperative of mental health care.We created a concept using Viivi's shadow as a powerful metaphor for her inner thoughts. In a short video campaign, we portrayed Viivi's pursuit of her elusive shadow.
Fast x Mieli
Inbetween
My Role: Designer/Photography
In Spring 2023 Cramo launched a new product in form of a portable toilet which went under their brand promise “Rent. Work. Repeat”. To make a successful launch we turned their recognizable orange toilets into a communication platform with a playful location based copy scalable across all touchpoints.
Stockmann
My Role: Designer
Through the creation of a new visual communication platform for Stockmann our task was to create a new engaging visual direction for their sales Advertisment.
Fake Fantasy
My Role: Designer/Illustrator
Like most kids, I grew up with Disney films. But then, you grow up and reality hits you in the face. That’s why I reimagined the movie posters for some of Disney’s classic’s that could tackle bigger issues inconversationsbetween parents and their children.
Annual Reports
My Role: Designer/Art direction/Photography
Annual reports are boring. That’s why we broke down Ferratum’s report to it’s most basic form–limited color pallet, fresh layouts, and reduced charts to focus on legibility. The result was a polished, light, clean annual report investors actually want to read.
My Role: Designer/Art direction
2020 was a year of bad news. But even during a historically shitty year, there were bright spots. That’s why I collected some of those stories from around the world, put a bunch of love (hours) into laying them out, got Burnt Toast to donate a cover illustration, and printed a newspaper full of good news for friends and family.
Good News
My Role: Designer/Art direction/Photography
You’d be forgiven for thinking threeyears in-house at a Financial brand produced boring work. That’s why I’m going to prove you wrong. Here’s a bunch of miscellaneous work I’ve done for Ferratum – from branding to social campaigns to film and photography to designing the decals for a freakin’ race car. How many designers can say that?
Inhouse
Freelance
My Role: Designer/Illustartor
My freelance journey has taken me through the diverse fields of conventions, artists, the nightlife scene, and bold editorial projects with the team at www.thekitchen.love where I had an amazing internship.
