Selected Work
Eight projects across brand, film & editorial.
Cutrin — Brand Work
Brand work developed with Werklig for Cutrin across multiple touchpoints, including visual identity refinement, brand imagery, retail applications, and editorial materials.
The focus was on clarity and consistency, translating the renewed brand direction into a controlled, premium visual expression across channels.
Cutrin — Platinum Blonde Campaign
Concept development and art direction for the Cutrin brand launch film Own the Platinum, spanning both still and moving image.
The work translates the renewed brand identity into a refined, high‑end visual language and serves as a key expression of the wider brand refresh.
Film art direction shared with Anastasiia Saveleva.
Production company: Cocoa.
Seasonal Caramel Apple
A limited seasonal take inspired by caramel apple textures, tones and indulgent tactility — translating flavor into a warm, minimal visual language.
Concept, design and art direction by Juhana Selin.
Photography by Jonna Monola, Studio Skaala.
Kulttuurimajakka
Visual identity for Kulttuurimajakka, a cultural platform highlighting local creativity and collaboration.
The identity system is built around modular geometric forms, enabling flexible applications across print and physical materials while maintaining a strong, recognisable core.
Cutrin Ainoa
Packaging design and illustration for Ainoa, Cutrin’s everyday haircare range. Every bottle is built around a hand‑painted watercolour band — an illustration that doubles as the line’s colour‑coding system.
The wash shifts hue from variant to variant — blue for moisture, orange for curl, green for volume — so the full shelf reads as one family while each product stays instantly recognisable. Shown across the shampoo and conditioner ranges.
Illustration and package design by Juhana Selin.
Making Movies
Visual identity and brand system for Making Movies, a film production context.
The work includes logo design, visual language development, and applications across print and digital platforms.
Editorial & Brand Publications
Editorial design and layout focused on visual hierarchy, typographic systems, and selected photography.
Most of the work is part of MUOTOLINJA, a biannual hair fashion publication combining editorial clarity with brand‑aligned visual storytelling.
Retail
Retail and point‑of‑sale concepts developed for haircare brands, translating brand identity into physical environments.
The focus is on visibility, clarity, and modularity across different retail contexts, from campaign‑based displays to permanent fixtures.
