Fortum Tutor is a programme for supporting junior football in Finland. It's based on Tutors, top coaches, that distribute their know-how to the rest of junior football coaches. The main goooooooool! is to spread the message of fun rather than competition.

The visual identity covers all the material the Tutors need in their job. The central character, Tutor Boy, is a fun-loving rascal who may not be Pelé by his skills but surely enjoys every aspect of the practice.