About

Hello and nice to see you here!

My name is Jani Söderlund and I’m an art director and a graphic designer from Finland. For several years I’ve done a LOT of art direction and graphic design for small local companies as well as huge international brands as client work but I’ve always had a passion for creating something entirely my own. And here it is!

Muoto.shop is a creative outlet and a playground for my design company Muoto Creative where I can share my personal creations with the public.

I received my graphic design degree from CalArts where the seed for creating work that is more personal than regular client-based work was planted. In a way, Muoto.shop is a journey for re-discovering myself as a designer and realizing my ambitions, and finding new perspectives. 

The shop is based in Finland but the world is my oyster and the products are shipped to most countries in the world. As the shop is a small business (for now!) the posters and wearables will be printed on demand using digital printing which is also more ecological solution. 

And for those who might wonder: Muoto is a Finnish word which means form or shape in English. I wanted to use a simple Finnish word that clearly illustrates what I do: create forms, designs and art.