Does appearance matter? Interview with our art director, Jennie Svartsjö

How can something as fleeting as a first impression matter in a long-term development of a strong brand?

What concrete benefits can your company get by improving its visual identity?

We take out the sketchbook and outline answers to these questions with our art director, Jennie.

NAME: Jennie Svartsjö PROFESSION: Art Director at Wikström Media ABOUT JENNIE: a creative and very motivated problem solver, night owl, and diplomatic artist who likes to laugh and add colour to life.

Functioning design is visual competitiveness

There are many reasons why considering the brand’s graphic profile should be a top priority for companies. It all comes down to the fact that the companies’ customers are human beings, or at least represented by human beings. Humans, in turn, are visual beings that are drawn to the aesthetically pleasing.

– Many entrepreneurs do not even know how much sales and brand awareness they could gain if they improved their visual communication. As an art director, one of my most important objectives is to see these opportunities and develop visual concepts that help customers achieve their goals or preferably exceed them, Jennie explains.

Functioning design is visual competitiveness. A good-looking website or elegant product packaging can help companies stand out and communicate credibility and professionalism.

The market is more than a beauty contest

One might think that there is a kind of duality in visual communication. From the companies’ point of view, communication is about long-term work where the brand image emerges and is strengthened over a more extended period. However, from the customer’s point of view, a first impression – or a series of first impressions of different visual representations of the company – can be crucial.

– The first impression doesn’t play just any role in visual communication; it plays the lead. But designing websites, product labels, brochures, or anything else for companies is not just a matter of making something that looks good, Jennie emphasizes.

A good design should also be imbued with harmony and inner order. It should have a logical structure that allows those who see, for instance, a website or a brochure, to be guided by various graphic elements and pointers such as font sizes, placement, etcetera.

”The first impression doesn’t play just any role in visual communication; it plays the lead.”

The pros have bigger ears

If there is a recipe for success, cooperation and sensibility are the two main ingredients. Therefore, it is easy to tell the difference between a professional and a mediocre marketer: the pros have bigger ears.

– If you want to cultivate a professional attitude in this industry, you should learn to listen. Our customers are experts in their fields, and they have a lot of useful knowledge when we design a marketing campaign or some other project. Therefore, I always begin each project by familiarizing myself with the customer’s industry. I forget design thinking for a while and research to understand my customers’ needs, their business area, and the requirements of their customers, says Jennie.

The ultimate goal is a concept that our customers can feel comfortable with and something that also reaches their customers.

The target image is the essential visual material

Formulating clear goals at the beginning of the process is necessary for the later assessment of the visual communication results. It all depends on your goals.

Do you want to increase awareness of your brand or stimulate sales? Do you need to strengthen your company’s credibility in the industry or get more customers and potential customers to interact with the brand on social media?

Jennie explains that the objectives will affect visual communication, which channels are used for marketing, and how the media are used.

”It all depends on your goals.”

It’s never too early to start building a stronger brand

– If you are pondering how people perceive your company or want to know more about the benefits a good graphic profile can offer your brand, I recommend you contact a company specializing in such matters, Jennie concludes.

Book a meeting with us and find out how you can strengthen your brand!


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    Ab Wikström Media Oy is one of Western Finland’s largest advertising agencies specialized in creating ideas, concepts, and strategies.

    To us, Finland is local, but our reach is global.

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    Email addresses are in the following form:
    Jakob Wikström CEO & Sales +358 50 358 5816
    Bjarne Wikström Chairman of the Board +358 40 689 4153
    Cecilia Hellund Key Account Manager +358 44 763 1423‬
    Kristiina Oikarinen Account Manager (Helsinki area) +358 40 060 7364‬
    Tiina Sjölund Financial & Employee Experience Manager +358 41 319 7622
    Sofia Löfdahl Sales Coordinator +358 44 493 5680
    Jennifer Nyman Sales Assistant +358 44 700 2489
    Karl-Erik Wikström Senior Advisor
    Thomas Kula Account Manager +358 41 318 6127
    Lina Abbor Account Manager +358 41 319 1669
    Nina Karvonen Project Coordinator +358 45 7835 1723
    Tom Johansson Art Director +358 44 242 2829
    Jennie Svartsjö Art Director +358 44 981 9327
    Natalie Lassila Graphic Designer +358 44 974 5485
    Kim Alvaskari Graphic Designer
    Kimmo Penttala Graphic Designer
    Christoffer Reinilä Graphic Designer
    Ellen-Maarit Juuso Graphic Designer
    Maria Rönnbacka Head of Copy On parental leave
    Jakob Backlund Head of Copy
    Sandra Hill Content Specialist +358 44 241 0592
    Åsa Broo Copywriter +358 44 901 7117
    Yvonne Reiner Copywriter +358 44 783 7969
    Patricia Lassila Copywriter +358 44 901 6155
    Katarina Jansson Copywriter Tjänstledig
    Ella Kuoppamaa Copywriter
    Sara Rasmus Copywriter
    Madelen Smedlund Copywriter
    Mattias Björkholm Head of Web Development +358 44 750 6004
    Rebecka Holmstedt Web Developer On parental leave
    Pontus Björkgård Web Developer
    Hannes Nyåker Web Developer
    Jasmine Edfelt Head of Video Production +358 44 718 0542
    Tuomo Syri Video & Animation
    Emil Ena Head of Digital Marketing +358 44 986 2509
    Chelsea Ahlgren Digital Marketer +358 44 901 6677
    Ellen Vargas Virkkala SEO Specialist
    Eva-Stina Kjellman Photographer