Change starts with a different conversation.
Hello! I’m a business driven multi-discplinary creative strategist/director from Helsinki — with almost 30 years of experience and expertise.
I’ve worked within and around the music, fashion and design industries – not on stage, but behind the scenes – shaping how things look, sound, feel and connect. I help brands and creators translate culture into strategy, visuals and stories that matter.
Creativity is not just about visuals or ideas. It's about awareness and sensitivity. Being able to feel what people need before they know it themselves.
My most important work often leaves no trace.
The most meaningful work I do doesn’t always live in case studies or visual identities. It’s often a mix of business clarity and cultural sensitivity. It happens in conversations, presentation decks, in questions that reframe a challenge and in cultural shifts that only become visible years later.
what it feels like to work with me.
I’ve worked with founders, CEOs and artists when clarity of concept was needed more than another design asset. Usually the visual surface changes quickly, but the real value is the shift in mindset — one that endures long after my part is done.
I have experience on plenty.
What do I do?
I listen, question and translate.
I shape culture into strategy, concepts and stories.
I guide visual direction with purpose and taste.
I connect ideas, people and purpose.
I spark shifts that last longer than campaigns.
I help leaders see differently and act on it.
I’ve worked with global brands and bold independents – often stepping in long before there’s a clear project. Whether it starts with a vague idea, or just the feeling that “something needs to change”.
I do my best work when I’m culturally aligned with the audience – but let’s be honest… purpose and real budget are powerful motivators too.
