Marina Veziko on finding inspiration in idleness

Marina Veziko is a Helsinki-based Art Director and graphic designer specializing in branding. In 2021 she was chosen as the Graphic Designer of the Year in Finland. She has worked extensively with both domestic and international clients, engaging in various commercial and cultural projects. Let’s see what she has been up to in New York City during her residency with us for the months of May and June.

What kind of projects have you been working on recently as a designer?

One of my recent projects is the visual identity for Finimalism, an initiative founded in 2023 by three organizations—Archinfo Finland, Fashion Finland, and Finnish Design Info. Finimalism aims to share the inspiring narrative of Finnish Design, advocating for sustainable design solutions.

I also worked on the book design for "Residencies Reflected," an anthology about international artist residencies and artists' mobility, published by Mousse Publishing and Saari Manor.

I have also been involved in a unique project for a bamboo diaper brand Freestyle, which is an American start-up. I've been working with them for about three years, and the product was launched at Whole Foods stores nationwide last fall. It was exciting to finally see the product on shelves here in New York!

Last but not least, with our small team, we’ve been working on the second issue of the FEW Magazine. FEW is a magazine focusing on creating a space for the most discriminated minorities in Finland to tell their stories. During my residency, I have tried to gather as much inspiration as possible and to find potential collaborators for this issue.

Where do you draw inspiration from?

This is how I often respond to this question: idleness. It’s important to cherish my time in a way that there is always an opportunity to do nothing at all. That’s when the ideas start flowing. While I’ve had to work on some of my client projects while staying here, the most valuable experience of this residency has been the chance to step away from the daily grind and spend two months just exploring and being open to new things. The biggest luxury anyone could have!

Being in NYC offers endless opportunities for inspiration. It’s my first time here, so the number of things to be inspired by is almost overwhelming! Shapes, spaces, lighting, patterns, typography, interesting color combinations, textures, layers, subcultures, films, books, exhibitions, street signs, clothing, art… almost anything can work as inspiration, and it’s usually the most random things.

Sometimes, to spark creativity, I engage in word association—a mental game that helps me think outside the box by connecting a single word to other words, concepts, and images, leading to unexpected design solutions. Perhaps a bit surprisingly, I’m often inspired by three-dimensional and large-scale things, even though I tend to work with two-dimensional and relatively small-scale work. I might see an artwork, an interesting space, or a piece of architecture, and then try to transform some of its essence into my “flat” work.

What would be a dream project of yours, whether it's based on collaborations or certain themes?

When I was younger, I dreamed of working with big brands. While I still wouldn't turn down such opportunities, I have learned that I find the most joy in building brands from scratch, especially for forward-thinking companies that aim to impact society positively.

One of the best aspects of being an art director is collaborating with talents from various fields, such as photographers, animators, illustrators, developers, interior designers, cinematographers, and writers. Because of these diverse collaborations, almost every project feels like a dream project. There are so many creatives whose work I love and admire, and hope to collaborate with in the future.

I also dream of having more time for personal projects. There's one in particular that I am eager to start!

photos from various studio visits during Marina’s residency. Photos provided by Marina.

What are some highlights of your time in NYC?

Meeting people, visiting studios and attending various events have been the best experiences so far. 

I’ve been reaching out to a lot of people and I’ve made more professional connections than I could have even dreamed of! Even just talking to people about the differences of practicing a creative profession in the US versus Finland or Europe has been very valuable. I’m really looking forward to potential future collaborations with the people I’ve met. Also, one of the best things was to finally meet my client from Freestyle in person after all these years!

Attending stand-up, animation, and zine events has provided a deep dive into the local culture and creativity. The vast museums here are also incredible, though they require multiple visits to appreciate fully. I am also exploring bookstores, archives and specialty food stores. Packaging design here, particularly for food products, is incredibly inspiring, and I plan to bring a suitcase full of inspirational packaging back home.

The remaining time in the residency is packed with all sorts of design-related events, studio visits, and meetings with many local creative professionals.

Overall, my time in NYC has given me a new perspective on my field and my work. This experience has boosted my professional confidence but also clarified areas for improvement. I've also gained insights into building my own studio.

What awaits you after New York?

After New York, I'll focus on finishing the second issue of FEW Magazine. Each issue's design is different, so I’m looking forward to sharing all the inspiration I've gathered with the FEW team and applying it to layout and material experimentation.

I'll also be wrapping up ongoing client projects and reflecting on all the knowledge and inspiration I've gained during my residency, applying it to my future work. My plan is to take some time to define the direction of my practice and my studio better. 

I look forward to staying connected with the amazing people I've met here! My mind is overflowing with fresh inspiration and ideas from my visit to the city, giving me countless potential projects to plan.

Follow Marina on Instagram to learn more about her time in New York. You can also find stories from Marina’s takeover at the FCINY Instagram highlights.

Photos and questions: Sini-Ida Heiskanen

Published: June 26, 2024