Joseph Bayne
Design & Creative Direction

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Metsä — Elevating the Group identity and a decade of strategic brand evolution. 
Role: Design Direction, Creative Direction, Strategy
Photography: Ääri, Duotone, Lina Jelanski, Mikko Ryhänen For a period of ten years I worked with Metsä Group, a leading Finnish forest industry company—to craft, refine and develop their brand into a strong strategic asset. With operations spanning 30 countries, their identity needed to be more than just recognizable; it needed a clear, consistent system and distinct creative direction.

From core brand elements to application guidelines, the evolution spanned—brand imagery, iconography, motion design, publications, signage, website design, event design, social media, presentations, workwear, and vehicle branding. At the heart of it all is a digital brand tool, ensuring that Metsä Group’s identity remains cohesive and agile—empowering brand steering at scale.

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