Keynote:
Hype vs. Purpose: What Makes a Brand Truly Shine?

What makes a brand not just visible — but unforgettable?

Joonas Kylliäinen is the Founder and Creative Lead of Arc Studio, a Helsinki-based design and branding powerhouse known for combining sharp strategic thinking with bold creative execution. With deep expertise in brand development, visual storytelling and identity design, Joonas helps organisations find their voice — and make it resonate in a crowded world.

At the heart of his approach is a belief that brands aren’t built by chance, but by clarity of purpose and coherence of expression. Whether crafting nuanced visual identities, shaping user experiences or guiding communications across channels, Joonas draws from a blend of creative rigor and human insight. His work with clients spanning startups, cultural institutions and growth-driven companies reflects a rare fluency in both strategy and artistry.

In the panel Persona vs. Purpose: What Makes a Brand Truly Shine?, Joonas brings his seasoned perspective to a vital question for organisations today: What elevates a brand beyond appearance — and roots it in meaningful impact? How do the stories we tell reflect not just who we are, but why we matter? And in a world awash with signals and noise, what makes a brand glow with authenticity?

From Arc Studio’s creative practice to SOHJO’s celebration of innovation, Joonas will illuminate how purpose can become a strategic compass — and how design becomes a vehicle for brands that don’t just exist, but shine.

Let’s explore not just how to be seen — but how to be felt.