“I didn’t plan to become a photographer”

My name is Katariina Kärki, a Photographer & Creative Director born in Helsinki, Finland and based near Amsterdam, The Netherlands.

I create imagery for commercial campaigns, editorials, and brands with a strong visual identity: because I have one too.

My background is in graphic design and photography, and it shows in how I work: clean, structured, deliberate. I don’t just show up to shoot — I think about concept, casting, styling, composition, and how the final images will actually live, whether that’s a social feed, a campaign rollout, or a full digital presence.

Coming from design also means I don’t think in single frames. I think in systems & results. Every project is part of a bigger visual story, one that has to hold up whether it’s printed, scrolled past, or blown up on a billboard.

I work closely with brands and creative teams — not just to execute, but to help shape the direction. The work that comes out of that tends to feel modern and refined, commercial without ever feeling generic.