TUOMAS KIMMO SAHRAMAA / PORTFOLIO
tuomas k. sahramaa tuomas.sahramaa@gmail.com www.tuomassahramaa.com + 358 40 532 2513 + 1 703 627 2671
I want to lead product. And change the world. I have over ten years of experience in product development, project management, marketing and design. Now, I have added an M.Sc. in Marketing from Aalto University in Helsinki, with a heavy focus on design management in international settings. There, I specialized in projects centered on human-centered design, prototyping, design thinking and sustainability that have added to my leadership experiences. Most recently I have worked as an instructor, coach, advocate, and marketing and community manager for the graduate-level course Mechanical Engineering 310 (ME310). Run in close collaboration with Stanford University, I have helped to coordinate the worldwide program across a dozen top technical universities, plus solved complex design challenges for Audi, UNICEF,
Rovio, UPM, and other global brands through our local program in Finland. Prior to that I spent two years as a project manager at Gensler, the largest architecture and interior design firm in the world, working with global brands like NASCAR, Bank of America, T.Rowe Price and Reed Smith LLP. I have also held account executive roles at full-service advertising agencies for brands like Choice Hotels International, the US Air National Guard and the US General Services Administration (GSA). I have been deeply involved in pitching new business, proposal and contract writing, plus budget and staffing management. I do copywriting and graphic design as a hobby, and know my way around Adobe InDesign and Illustrator
quite well. I am also a LEED Accredited Professional, and have citizenship in both the United States and Finland so I’m ready to go wherever I can make the biggest difference. Mostly, I’m a proud introvert: I like focus and few distractions. I like to look at the big picture but also have a hawk’s eye for details. I like to think first and talk later. I like to write. But thanks to my American upbringing I love big crowds. Small talk doesn’t freak me out. And I don’t think I know how to disconnect. Visit www.tuomassahramaa.com for my CV and more information about my experience. I’m also active on Instagram.
Tuomas Sahramaa, M.Sc., LEED AP / www.tuomassahramaa.com
Mechanical Engineering 310 (ME310)
Aalto University
Roles: Instructor, Coach, Head of Marketing, Website Developer & Social Media Manager Website: ME310.aalto.fi Aalto University Helsinki, Finland After participating in the ME310 course in 2011, I co-led all teaching efforts for the class of 2012/2013 at Aalto, consisting of 22 students divided into six teams from engineering, business and design backgrounds. Project sponsors included Rovio, Audi, UNICEF, WashTec, Carvajal and eFM.
ME310 Design Innovation Process
Duties included planning the yearlong course’s curriculum, preparing and delivering lectures, team coaching, leading efforts to coordinate teaching across the global ME310 network of over a dozen leading technological universities, and launching an ME310 program at Trinity College Dublin in Ireland. I also led development efforts of the course’s website me310.aalto.fi, as well as managing the course’s social media community. Tuomas Sahramaa, M.Sc., LEED AP / www.tuomassahramaa.com
ISC/NASCAR Motorsports Role: Project Manager Gensler Architects Washington, DC, USA
For the North American stockcar racing powerhouse, our Gensler Brand Design team created all of the racing-inspired interior and exterior branding elements that made ISC/NASCAR’s new, Genslerdesigned corporate headquarters building in Daytona Beach, FL truly come alive.
Painted, Layered Oval Over Acrylic Panels Three Back-Painted Acrylic Panels
Tools/Objects Directly Mounted to Painted Back Panel (Actual Tools/Objects TBD)
Painted, Layered Number & Outlines
The project featured intricate floor number displays inlaid with racing materials (like lug nuts), custom printed exterior sunshades, and an energetic lobby design communicating the thrill of racing. 1
ELE VATION - ELE VATOR LOBBY WALL SCALE: 1/2"=1'-0"
Tuomas Sahramaa, M.Sc., LEED AP / www.tuomassahramaa.com
Tupa Maternity Package Role: Product Developer & Designer Website: tupafinland.com Aalto University Helsinki, Finland In Finland, every expectant mother receives a “maternity package” of baby supplies as a free social subsidy. Tupa is a new design for this package, made from a special bendable plywood (at the time yet-to-be-released) called Grada by UPM. Using Grada allows the package to be stronger, more multifunctional and more stylish. Tupa’s functions include: maternity package, rocking crib, table, chairs and a toy/ memory box. Three fully-functional prototypes were built altogether. Our Tupa product made its worldwide debut as a showcase of Grada’s manufacturing capabilities when the material was revealed to the public in 2011. For the course Mechanical Engineering 310 (ME310), our design team consisted of three from Finland and five from Japan. Partners: Kyoto Institute of Technology (Japan); Stanford University (USA); UPM Kymmene (Sponsor) Tuomas Sahramaa, M.Sc., LEED AP / www.tuomassahramaa.com
Slush Startup Conference Role: Team Member, Specializing in Content & Communications Website: slush.fi Startup Sauna Helsinki, Finland The Slush Startup and Technology Conference is one of the biggest events of its kind, focusing heavily on the regions of Northern Europe and Russia. I have helped plan and execute the Helsinki-based event in 2011, 2012 and currently the 2013 edition now under development. In 2012, the event drew $40B worth of VC funding and 3,500 attendees, and will grow bigger for 2013. My roles include leading content creation and copywriting for the launch of the Slush 2013 website, plus other duties centered on communications, graphic design, social media and blogging. The event is organized by Startup Sauna, which according to The Economist Magazine is “the most constructive piece of student activism in the history of the genre� (02/2013). Tuomas Sahramaa, M.Sc., LEED AP / www.tuomassahramaa.com
Sanomatalo “Kulma” Flagship Store Role: Designer Collaboration with agency 358 Helsinki, Finland
Sanoma, the largest media conglomerate in Finland, was looking to use its prominent “Sanomatalo” headquarters building in Helsinki to its fullest potential, and to transform it into a unique spatial experience that was active, tangible and truly alive. User co-creation was a main component of the design brief. Teaming up with creative agency 358 for just two weeks, our team of nine designers from Aalto’s Design Factory led efforts to build the project space in Sanomatalo itself, uncover needs and collect inspirations from users, map the full customer journey, prototype initial concepts, and finally to script the seven core fundamentals for the design and functionality of the space. The concept was realized when the renamed store “Kulma” was opened in August 2012 in Sanomatalo. Video: Kulma Co-Creation Story (by 358) Tuomas Sahramaa, M.Sc., LEED AP / www.tuomassahramaa.com
ONE by Transwall Role: Project Manager Gensler Architects Washington, DC, USA
For Transwall’s new demountable wall system, also being designed by Gensler, our Brand Design team first developed a product name (ONE by Transwall), logo and identity for the new product. Next, we created a high quality multipage print brochure with envelope, featuring lifelike computer generated renderings developed in tandem with specialists in Chicago, IL. Tuomas Sahramaa, M.Sc., LEED AP / www.tuomassahramaa.com
Choice Hotels International
CONSUMER
Role: Assistant Account Executive Arnold Worldwide McLean, VA, USA
As the agency of record for one of America’s largest hotel chains, we developed all of Choice Hotels’ national print, radio and TV advertising campaigns. Double EA$Y CHOICE® stamps. Get there faster.
For example, for one campaign (top left) targeting prospective hotel franchisees, a series of print ads appeared in a variety of industry and trade publications. In another campaign focusing on Choice’s economy brands, users could collect stamps for hotel rewards (typically discounts). The campaign included print work that ran in publications like USA Today, collateral and point-of-purchase elements, plus radio spots featuring Phylicia Rashad of The Cosby Show fame.
Between September 1ST and November 30TH, you can earn free nights in half the time by collecting double EA$Y CHOICE stamps at Econo Lodge® or Rodeway Inn® hotels.* At most of our U.S. hotels, ten stamps is all it takes to earn a free night. And you can earn a room discount with as few as three stamps. It’s just that easy. For reservations, call 800.4CHOICE or visit choicehotels.com for our best Internet rate guarantee** . No program to join • No hotel blackout dates
choicehotels.com • 800.4CHOICE
*Earn double stamps when paying eligible rates from September 1, 2006 to November 30, 2006. Earn 2 stamps per night (maximum of 10 stamps per stay) for each qualifying stay. Stamps will be awarded upon completion of the stay. Exchange 10 stamps for a $50 room credit, 6 stamps for a $25 room credit or 3 stamps for $10 off a future night. $50 is typically enough for a free night at most hotels. All program rules and conditions apply. For complete details, visit easychoiceonline.com. **Terms and conditions apply. See choicehotels.com for details. ©2006 Choice Hotels International, Inc. All rights reserved.
This fall, free nights add up faster with the EA$Y CHOICE® rewards program.
choicehotels.com 800.4CHOICE
Limited time offer. See choicehotels.com for terms and conditions.
Tuomas Sahramaa, M.Sc., LEED AP / www.tuomassahramaa.com
US Trust/Bank of America Role: Project Manager Gensler Architects Washington, DC, USA
16’-2”
7'-0"
Our Heritage U.S. Trust New York, New York circa 1912
1
ELEVATION - GALLERY ENVIRONMENTAL GRAPHICS WALL SCALE: 1/4”-1’-0”
In time for an inaugural event for Barack Obama’s first term, our Brand Design team created environmental graphics, branding elements and signage for the wealth management firm’s newly renovated historic space across from the White House. The highlight was the branding wall powered by GE’s SmartGrid LED technology, depicting US Trust’s first location in New York City. The project was LEED Certified by the U.S. Green Building Council. Tuomas Sahramaa, M.Sc., LEED AP / www.tuomassahramaa.com
US Air National Guard (ANG) Role: Account Executive LM&O Advertising Arlington, VA, USA
There’s room in the Air National Guard for people who want to learn skills that can take them to high tech industries, like aerospace. If you believe that service to country and community is an honor, and if you’re looking to earn money for college, space is available. Visit our web site now to get more information. GoANG.com.
The Air National Guard is a division of the US National Guard, which defends domestic and foreign skies. Focusing on increasing recruiting and retention numbers in 2007, this national advertising campaign was developed and included the following elements: -
print direct mail event sponsorship online radio outdoor
POSTAGE INFO HERE DO NOT PRINT
RIGHT NOW THERE ARE MORE REASONS THAN EVER TO SERVE IN THE AIR GUARD. As your ETS draws near, you’re faced with BX and Commissary privileges, Space-A travel a difficult decision. You must decide whether and points toward retirement. Not to mention or not you will re-enlist in the Air Guard. We the camaraderie and the satisfaction that comes would like you to re-enlist. And as a sign of our with doing a job that makes a difference in your appreciation for your valuable service, we’ll give community and our country. To find out eligibility reyou a signing bonus of up quirements, contact your to $7,500. ETS COMING SOON? unit Retention Office Of course, as a member Manager right away. These of the Air Guard you’ll conAND RECEIVE UP TO A incentives are only availtinue to receive the wide able for a limited time. range of benefits you enBut your experience in the joy right now—such as the Air Guard will serve you Montgomery GI Bill, up to for a lifetime. 100% Tuition Assistance,
RE-ENLIST
$ 7,500 SIGNING BONUS!
To learn more, talk to your Retention Office Manager today.
Space Available.
AIR NATIONAL GUARD
For information call 1-800-TO-GO-ANG
GoANG.COM
Tuomas Sahramaa, M.Sc., LEED AP / www.tuomassahramaa.com
Save ME310 Role: Advocacy Campaign Co-Leader Aalto University Helsinki, Finland When the Aalto University Administration decided not to renew the Mechanical Engineering 310 (ME310) course after my 2011 class, I co-led the successful campaign to bring the course back starting the following year. The campaign included the launching of a website, SaveME310. com, that chronicled the projects and personal reflections from the Helsinki-based ME310 community. We were active on Facebook and Twitter, and executed a letterwriting campaign to Aalto’s President, VPs and Deans. I also developed the “Without ME310” digital campaign to communicate what the loss of ME310 meant — often using words from our unique vernacular to highlight our special culture in the course. I then continued my work on the course as an Instructor for the class of 2013. Tuomas Sahramaa, M.Sc., LEED AP / www.tuomassahramaa.com
REE Europe Conference 2012 Role: Co-organizer, Head of Web Development & Content Creation, Video Manager Website: ree.fi Aalto University Helsinki, Finland
Accel Roundtable on Entrepreneurship Education (REE) conferences are hosted by the Stanford Technology Ventures Program (STVP), and were held in Europe over three days at Aalto University in September 2012. Our five person core team was responsible for the majority of the conference logistics, including everything from conference content, hosting and logistics for 200 international attendees, plus marketing and video capture of the event itself. My primary duties included all website content and design, managing all video and audio coverage of the event, guest logistics, as well as on-site marketing. Videos: youtube.com/ aaltoventuresprogram Tuomas Sahramaa, M.Sc., LEED AP / www.tuomassahramaa.com
Turbino Role: Product Designer Website: about.me/turbino DesignCamp 2011 Kolding Design School Kolding, Denmark Many of us take electricity for granted. But by making electricity more tangible, perhaps we can understand it better and use it more responsibly? And how to teach this to children? As one of only two student representatives from Aalto University, this was our design brief for DesignCamp2011, organized by the Kolding Design School in Denmark. My team’s project targeted children aged 5-7 through a modified pinwheel toy called Turbino. Turbino works when children move and doesn’t when they don’t, or they can just hold it to the wind. This helps children begin to understand that without action there is no reaction – in this case electricity. Sadly, this was also the time when we lost Steve. In his memory, I organized a simple tribute with my fellow campers to thank him for his contribution to our lives in design. Our photo was also featured on NYTimes.com. Tuomas Sahramaa, M.Sc., LEED AP / www.tuomassahramaa.com
M.Sc. Thesis: Community-Forward Campuses
Community-Forward Campuses Framework
Role: Thesis Researcher/Writer Grade: 5 of 5 (top marks) Download as PDF Aalto University Built Environment Services Group Helsinki, Finland Using the student community of Aalto University as a primary case study, my M.Sc. thesis focused on fostering the development of sense of community on university campuses through placemaking and the built environment. As Aalto moves from three separate, urban-based campuses (split for disciplines of Technology & Engineering, Business, and Arts, Design & Architecture) to a nearby joint site in 2015, this redevelopment plan affords an opportunity to re-engineer the coming spaces to better support a sense of “Aalto spirit” and togetherness amongst students. The study resulted in the “CommunityForward Campuses” framework, aimed at arming university campus spaces with attributes needed to more readily achieve a sense of community amongst its students. Tuomas Sahramaa, M.Sc., LEED AP / www.tuomassahramaa.com