Foreword

First things first: World is a complicated place. When creating new stuff I try not to make it any more complicated, but more meaningful. And fun.

To do so I can't only focus on looks and visuals, but go deeper. Ask questions like "What’s the real problem at hand?", "Could I improve rather than create new?" and last but not least "How to make good giggles out of this all?"

Samuli's Manifesto

01

Foreword

Here I have layed out some thoughts, personal principles and values about design, designed experiences and the work life in general.

A set of guidelines I hope everyone working with me could relate and "sign."

Basically this is all done just for myself — but of course I wish this could inspire other people as well.

Samuli's Manifesto

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How I see design?

I have been doing design professionally for approx 15 years now. If the first websites and edited images counted then it would make over 20 years.

I believe in design.

Above all else I believe in experiences and making memories. And that to get different results you have to do something different.

"Nothing changes if nothing changes," you know.

Samuli's Manifesto

03

How I see design?

I approach every project with an open mind. I like to see my work as something greater than its parts.

I love taking opposite directions. If I am working on something digital I look for ideas and opportunities in physical world and printed matter. And vice versa.

Samuli's Manifesto

04

How I see design?

I work with clients big and small and from all sectors — as long as we share the same values and vision of how to create a better world by design. Altough I favour environmentally and socially sustainable projects.

Samuli's Manifesto

05

How I see design?

Good design is simple. Good design has everything needed in right places. Good design has almost nothing unnecessary in it. Good design functions well and gets the job done. Good design last time.

You've probably heard all this from Rams already.

But how's great design then? Great design is same as good design, but it also puts smile on your face or warms your heart while you're at it.

Samuli's Manifesto

06

Never work for assholes

I value my work. And I believe my work very often brings value to whom ever I work with.

Therefore I don't want to waste my work for giving value to assholes.

I hope everyone knew what I mean by assholes, but to be sure here we go: Assholes may appear as e.g. racist, sexist, misogynist, egoist, right-wing and bully people.

Samuli's Manifesto

07

Keep experimenting

Play is work is play is work. Often you don't land on the best idea right away. Usually it takes some trial and error. Testing and trying. Experimenting and playing.

Take it as part of the work. Or play. Explore even the impossible ideas. Celebrate the mistakes. Flowers grow up in shit.

Samuli's Manifesto

08

Embrace the oddity

Data and analytics are useful. I trust in measuring success and all that. But I believe in surprises, humane factors and (happy) accidents.

You can calculate success, but you can't really foresee what works. The most odd little idea can make it as well as the safest, most predicted one.

I support "leap of faith" over analytics.

Samuli's Manifesto

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Embrace the oddity

Basing all your choices on analytics generates only safe, predictable and dull outcomes. Most remarkable experiences are usually surprises.

The most touching and memorable experiences are out there. They are laying somewhere in between of calculated steps and risky jumps.

Stay goofy and make memories.

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Creativity

I love the subject of creativity. I tend to hoard every book about it.

I don't like the word "creative" as a title or as an adjective. I believe we are all creative and I see doing almost anything at all as creating.

Actually — to be honest — pretty much same disliking goes with the words "design", "designer" and "designing".

But I find it hard to come up with any synonyme since I don't mind terms like "visual thinking" or "problem solving" either.

Samuli's Manifesto

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Creativity

Yet I love everything that's usually considered as "creative".

I love to question assumptions, seek for new point of views and try out the silliest stuff that might or might not "fly".

I love coming up with solutions that feel both new, unconventional and bold — but also trustworthy, clear and credible just enough.

Samuli's Manifesto

12

Creativity

This all coming down to me wondering how to label myself and what I do.

Maybe I am just

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