2024 | Telia EestiInterior DesignGraphicDigitalEnvironmentalRetailMultimediaBranding

Telia showroom – skill is a gift

Sustainable edge to a seasonal campaign

Research has proven that more than half of Estonians over 50 years old feel digitally left behind and the loneliness that accompanies. The aim of Telia Estonia’s and Optimist Creative’s Christmas campaign was to encourage those who need help to bring technology into their lives and ask for assistance in learning new skills.

Velvet stepped in to bring the idea into the digital and physical environment – on the walls, screens and sample products in Telia’s showrooms. This encompassed creating:

  • Graphic style for the campaign visuals
  • Digital designs
  • Decoration solutions & production
  • Campaign merch

The graphic style was based on a knitted motif, which was at the heart of the overall campaign – shared digital skills unite and bring different generations closer together. We covered the design of the digital layer with a “knitted” filter, resulting in a unified motif for all the digital carriers. The knitted pattern covers animations and banners on all digital surfaces.

When creating the decorations, we were guided by two principles – material efficiency and reusability

For this purpose, we created felt hangings in a knitted pattern, which will be used in Telia’s next year’s Christmas campaign, and “balls of yarn” with reused Telia’s paper gift bags as its core. When decorating the glass surfaces, we also followed the guiding principle “less is more”.

Reusable solutions for a seasonal campaign

This work made us happy. We were able to create solutions that are reusable. This principle is often neglected especially with seasonal campaigns, which however, can be planned several years in advance as well. We experienced again that together with partners who aim high we can offer a better experience to the customer, campaign’s target group and the environment.


  • Kristel Linnutaja Creative & Sustainability Lead
  • Keijo Kraus Digital Designer
  • Magnus Haravee Graphic Designer
  • Piia Tammelo Creative Consultant
  • Kerli Kehman Producer


  • Bruno Palmik, Gunnar Hunt (Optimist Creative) Campaign Creative Concept
  • Andres Ojasu (Trage) Production Manager
  • Helena Hiis, Tuuli Palm Telia's team