Joni-Oliver Malmi is a Creative Director at Finlayson & Co in Helsinki, Finland. Previously he worked as a Brand Director at Makia Clothing, a brand he co-founded.
Joni is a multidisciplinary creative professional who integrates artistic vision with strategic business thinking and an entrepreneurial mindset, shaped by international experiences and his Nordic heritage.
Finlayson & Co
2019 – Current
Finlayson & Co is one of Finland’s largest textile groups, consisting of the brands Finlayson, Vallila, Makia, and Aino & Reino. In recent years, each brand has undergone a significant refresh. As Creative and Strategic Director, Joni has led the strategic development of brand books, guidelines, and tone of voices for all four brands. More recently, he has focused on connecting brand fundamentals with marketing campaigns, ensuring consistency through the internal creative agency’s execution and delivery.
Makia Clothing
2010 – 2019
As Co-Founder of Makia Clothing, Joni helped grow the brand from a small independent startup into Finland’s leading streetwear company. He assembled the initial team and funding, while taking on roles ranging from PR and copywriting to brand management and beyond. Makia evolved into a mainstream Finnish brand and, in 2018, was ranked by marketing professionals as the country’s #3 most valuable brand—just behind Apple and Tesla. The company was acquired by Finlayson & Co in 2019.
Private Contractor
1998–2009
Joni worked as a professional snowboarder, representing global U.S.-based brands such as Oakley Eyewear, DC Shoes, and Forum Snowboards. He spent over 250 days a year traveling across North America, Canada, Europe, and Japan, taking part in media productions and events that promoted the brands worldwide.