This is an overall design guide for FinUA: for website, app, social media, print, etc. Please, follow this guideline when creating any visual assets for the organisation.

Page Content

Purpose of the Service

We want to provide a single-door information platform for all Ukrainians in Finland. As a lot of information relevant to Ukrainians is scattered around different websites in Finland, we want information to be easily accessible, understood and digested.

In addition, we want to provide legal support, emotional support to ensure people get the help they need. We want to match people with the right kind of support. We understand the value of time, how fragile your position as a expatriate in Finland.

Design Approach

Ethos

We understand how hard it can be to be an expat in Finland. We aim towards simple, friendly information delivery. We want to be empathetic. People should feel like FinUA is a place where they come to get their problems solved.

What emotion do we give? Clarity.

We want to emphasize our Ukrainian position. This touches everything we do: fonts, colors, tone of voice messaging. We want to convey the project ethos through design elements across web and other platforms.

Brand essence

ER for social issues / legal issues / mental health / wellbeing.

We are like Mike Ross from Suits - young, innovative, compassionate and smart.

FinUA is a brand that embodies intelligence, authenticity, empathy, and clarity. With its roots in sharp problem-solving and genuine connections, the brand reflects the qualities of a prodigy who thrives under pressure, breaking traditional molds and delivering innovative results.

Brand Archetype

The Caring Genius: with a sharp mind, prides itself on leveraging talent, quick thinking, and ingenuity to overcome obstacles.

Brand Values

1. Intelligence – Thinking ahead, solving complex challenges, and delivering exceptional results.
2. Empathy – Building genuine relationships and understanding the needs of others.
3. Adaptability – Thriving in high-pressure situations and embracing change.
4. Integrity – Operating with honesty and a commitment to doing what’s right.
5. Innovation – Challenging norms and creating groundbreaking solutions.

FinUA Brand Archetype Guide

Primary Archetype: The Sage

"Clarity is power."

FinUA exists to bring clarity, structure, and practical answers to Ukrainians navigating life in Finland. In a world of confusing bureaucracy, foreign languages, and legal fog, FinUA steps in as the trusted, calm, and competent guide. We believe that knowledge empowers people to protect themselves, their families, and their futures.

Key Traits:

• Wise, structured, informed
• Calm, confident, and precise
• Driven by truth, insight, and usefulness

Tone of Voice:

• Clear and factual — but never cold
• Empathetic and empowering
• Helps users feel smart, not small

Brand Role:

• Translator of legal, bureaucratic, and social complexity
• Digital mentor for everyday survival in Finland
• Quiet backbone during moments of crisis

Examples:

• Articles that explain Finnish and Ukrainian laws in human language
• Legal volunteers turning 10-page government forms into one useful paragraph
• Proactive advice that prevents problems, not just solves them

Supporting Archetype: The Jester

"Legal support doesn’t have to feel like a root canal."

While FinUA helps with serious, often life-altering situations, we never forget that small sparks of humor and relatability can make hard things feel bearable. Our Jester shows up in the tone of our microcopy, TikToks, and campaign language — not to distract, but to uplift.

Key Traits:

• Light-hearted, witty, approachable
• Emotionally honest, never mocking

Tone of Voice:

• Friendly, slightly ironic, down-to-earth
• Uses humor to reduce fear and shame

Brand Role:

• Makes legal aid feel less intimidating
• Builds connection through shared experience

Examples:

• Punchlines like: "And no, questions like 'where do I take all these papers now?' don’t scare us."
• TikTok scripts that show “bureaucracy panic” with humor and clarity
• Button labels like: "Click. Breathe. We’ve got this."

Tertiary Archetype: The Caregiver

"You're not alone."

Behind every article and answer is a real human — many of whom have walked this journey themselves. FinUA offers more than legal help: we offer safety, understanding, and space to breathe. Whether someone is facing divorce, displacement, or despair, we meet them with respect and warmth.

Key Traits:

• Compassionate, protective, loyal
• Driven by service and solidarity

Tone of Voice:

• Warm but not overly sentimental
• Supportive, encouraging, never patronizing

Brand Role:

• Creates a sense of emotional safety
• Listens before it speaks
• Builds trust through kindness and presence

Examples:

• Emotional support offered through my.finua.org
• Volunteers who’ve also been through the temporary protection system
• Gentle messaging in form instructions: "Don’t panic — we’re here."

https://www.youtube.com/watch?v=ayF0xMAdkOw

Brand soulmates

• InfoFinland https://www.infofinland.fi/en
• Aino Aid https://ainoaid.fi/