Julia Sysmäläinen has Finnish and Russian roots. She is an experienced corporate and type designer and has worked as a design director in Erik Spiekermann’s agencies for over a decade. Since 2008 she also runs Juliasys Studio in Berlin, specialising on branding, custom type design and information architecture. Juliasys has done projects for Freshbooks Toronto, Monotype Bad Homburg, Mars and Propercorn London, Remes & Packart Helsinki, HarperCollins Publishers New York, Art. Lebedev Studio Moscow, The American Academy Berlin and visitBerlin. Juliasys partners are located in Berlin, Helsinki and Moscow.
The script typeface „NIVEA Care Type“ takes up the handwriting tradition of the century-old NIVEA tin and leads it to the modern world. Its role is make the aura of the “NIVEA Woman” persona omnipresent on the packaging and in the marketing of the brand. The stylistic characteristics of Care Type were developed using methods from the psychology of handwriting. First applications on packages were made as letterings and evaluated for several months by associated companies. As a result, NIVEA Care Type Latin and Cyrillic was created. The typeface will be introduced successively on products of the NIVEA brand.
Brand Talks is the new rapid talk format on the second conference day. After the keynote by London-based branding expert Michael Johnson (johnson banks), talks change in a 30-minute cycle. The final talk gives Thomas Müller, Head of Design and Innovation at Fjord with his summary “The End of Branding As We’ve Known It”. Moderator of the Brand Talks: TYPO programme director Jürgen Siebert.