Can you tell us about yourself and your background?

I am Saara Majanne, an Art Director and graphic designer. I studied design at the Lahti Institute of Design, where I specialized in packaging and brand design. Despite the name of the program, the studies were heavily focused on graphic design, emphasizing visual thinking as well as three-dimensional spatial skills. While already working, I also completed a Master’s degree in Visual Communication Design at Aalto University.

I have been working in the field for just over ten years. Before my current role at Kakadu, I worked in advertising and media agencies in various design positions, focusing on social media and campaign work, which gave me experience across different advertising formats.

What is your role in Kakadu?

I work as an Art Director and graphic designer at Kakadu. I primarily work on real estate branding and identities, designing overall concepts and visual identities for properties to support their marketing. My work spans a wide range, from high-level concept development to individual executions, such as advertising banners or signage. However, my main focus is on the early stages of design, where I develop the overall concept and underlying ideas, though I also take part in the final execution.

Share one fun or surprising fact about yourself

I enjoy trying out new and somewhat unusual hobbies, such as various sports, crafts and creative projects. As a fun fact, I am also a Finnish Championship medalist in relay racing.

How can visual design support business and marketing goals?

Visual design helps shape perceptions and drive sales, since purchasing decisions are often guided by emotion – this also applies to real estate marketing and the B2B world. Emotions can be evoked through the use of colors, photography, typography and visual details, which together set the mood, communicate the brand’s values and resonate with the target audience. In our projects, we work closely with our clients to help translate their strategy into visual elements.

For example, in property leasing, we use visual and copy design to create a consistent message and atmosphere from the very first point of contact through to the physical spaces, including interiors, marketing materials and signage. When the visual identity is consistent across all touchpoints, the core message remains clear and recognizable throughout the customer journey.

What aspect of visual design work usually surprises people who are unfamiliar with the field?

Many people are surprised to learn that our work is not based solely on our personal taste or the client’s preferences; rather, every visual decision is grounded in thorough research. We conduct extensive background work before starting the design process and always aim to create solutions with the end user in mind, not for ourselves or the client.

What role do trends play in your work, and how do you make use of them in your projects?

Trends are a part of all design work, as everything we create is, in some way, a reflection of the times – you can’t escape it, nor should you. At the same time, we strive to create timeless solutions that work well and look good year after year. I keep track of trends and am aware of them, but I rarely approach projects with the mindset of “this is trendy, so I’ll use it.” I believe that general trend awareness is an essential part of a visual designer’s expertise, helping the design stand out while staying current. At the same time, the final result should have a recognizable style and clearly serve the purpose it was created for.

What visual trends inspire you the most at the moment, and how do you discover new ideas?

At the moment, I’m inspired by the shift from a simple, optimized style to a richer, more layered approach: not everything needs to be minimalist, and there is room for details and layers. I try to follow trends more broadly, not just in graphic design. I keep my eyes open and observe the world with curiosity from different perspectives and sources, such as social media, podcasts, newsletters, magazines, news, museums and films.



What would your dream project be like?

In my dream project, I would have the opportunity to create the visual identity for a concept from start to finish and bring it to life in physical spaces, rather than having my design limited to a single element, such as one social media post. It’s fascinating to see how my designs function in public spaces used by people. I would be especially interested in a project where I could apply my packaging design expertise and explore how a brand’s visual identity can be extended beyond marketing and spaces, for example, onto products and packaging in stores or restaurants.



What’s the best part of working at Kakadu?

The best part of working at Kakadu is the great team, warm atmosphere and supportive work environment. I also enjoy working as a graphic designer in a setting that isn’t a traditional advertising agency. Here, design extends into tangible three-dimensional and spatial perspectives, which makes the work varied and engaging.

Let’s talk more!

Could Saara and the rest of our visual design team be of help to you?
Contact Milka or explore our services here.

Milka Tulinen
Founding Partner
Creative Director
Interior Architect SIO

+358 40 511 9991
milka@kakadu.fi

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