From: Kadri Pukk
Company: Velvet / KSMS
Role: Environmental graphics, digital solutions, and signage design, from planning walkways and defining graphic placement logic to creating the overall design concept and managing the execution of all spatial graphics.
"What a joy and freedom for a designer! Months with the international brand team, crafting the perfect feel – an unforgettable experience."
Work & Approach
The environmental graphics concept was based on the rich interior architecture and a strong brand identity. The spatial design was structured across three layers:
Functional: conveying practical information within the building through clear black-and-white signage, wayfinding, and regulatory signs, integrated into a lively and dynamic environment.
Blend: adding Wise typography, brand elements, and a distinctive voice, creating a bold, direct, and playful layer that complements the functional graphics.
Ambient: large-scale surfaces in key areas such as kitchens and lift lobbies, featuring strong brand presence and vivid visuals that reinforce the interior concept and the ‘Going places’ message.
Breakthroughs
A major challenge was translating a predominantly digital brand into equally engaging physical applications while maintaining essential environmental graphics principles: clarity, consistency, simplicity, predictability, and legibility.
Lift lobbies originally planned with LED screens were replaced by massive lenticular prints. This solution, inspired by classic small flip-image calendars, allowed a dynamic brand pattern to appear across static surfaces. Materials were sourced from Poland and printed in Estonia. The result is a highly impactful, low-maintenance, and visually striking solution.
Takeaways
The project demonstrates how interior architecture, brand identity, and environmental graphics can seamlessly interact, giving the space a bold and distinctive character. The scale, coordination, and creative freedom made this a unique experience for the entire team
Facts
Project began with a full exploration of possibilities. At first, the digital layer stage named “Endless possibilities presentation”
At opening, the building featured 2,938 signage positions, now approximately 200 more
Savings of €110,000 achieved by replacing LED screens with lenticular prints
First construction site tour for environmental graphics: 11 September 2023
Project duration: 536 days, opening 3 March 2025
Three months spent calibrating the brand with the international team to ensure alignment with the new CVI and DEI (Diversity, Equity & Inclusion) requirements
From: Kadri Pukk
Company: Velvet / KSMS
Role: Environmental graphics, digital solutions, and signage design, from planning walkways and defining graphic placement logic to creating the overall design concept and managing the execution of all spatial graphics.
"What a joy and freedom for a designer! Months with the international brand team, crafting the perfect feel – an unforgettable experience."
Work & Approach
The environmental graphics concept was based on the rich interior architecture and a strong brand identity. The spatial design was structured across three layers:
Functional: conveying practical information within the building through clear black-and-white signage, wayfinding, and regulatory signs, integrated into a lively and dynamic environment.
Blend: adding Wise typography, brand elements, and a distinctive voice, creating a bold, direct, and playful layer that complements the functional graphics.
Ambient: large-scale surfaces in key areas such as kitchens and lift lobbies, featuring strong brand presence and vivid visuals that reinforce the interior concept and the ‘Going places’ message.
Breakthroughs
A major challenge was translating a predominantly digital brand into equally engaging physical applications while maintaining essential environmental graphics principles: clarity, consistency, simplicity, predictability, and legibility.
Lift lobbies originally planned with LED screens were replaced by massive lenticular prints. This solution, inspired by classic small flip-image calendars, allowed a dynamic brand pattern to appear across static surfaces. Materials were sourced from Poland and printed in Estonia. The result is a highly impactful, low-maintenance, and visually striking solution.
Takeaways
The project demonstrates how interior architecture, brand identity, and environmental graphics can seamlessly interact, giving the space a bold and distinctive character. The scale, coordination, and creative freedom made this a unique experience for the entire team
Facts
Project began with a full exploration of possibilities. At first, the digital layer stage named “Endless possibilities presentation”
At opening, the building featured 2,938 signage positions, now approximately 200 more
Savings of €110,000 achieved by replacing LED screens with lenticular prints
First construction site tour for environmental graphics: 11 September 2023
Project duration: 536 days, opening 3 March 2025
Three months spent calibrating the brand with the international team to ensure alignment with the new CVI and DEI (Diversity, Equity & Inclusion) requirements
Photos: Tõnu Tunnel
Article: Nele Volbrück, Lisette Vapper
Web: Keijo Kraus