About.

Building brands people
want to be part of.

I believe the strongest brands are built through more than great design. They grow through clear strategy, scalable systems, compelling stories and meaningful experiences that people genuinely want to be part of.

For more than 20 years, I've helped build and evolve entertainment and consumer brands across games, licensing, marketing, consumer products and physical environments. My work spans everything from developing brand systems and governance to creating new IPs, extending brands beyond the screen and translating stories into experiences that feel authentic at every touchpoint.

Throughout my career, I've worked with globally recognised brands including Angry Birds, Merge Mansion, Best Fiends, Moomin, Arabia and Iittala. While every project has been different, they've all shared one common goal: creating brand experiences that are consistent, meaningful and built to grow.

Today, AI is a natural part of my creative process, supporting research, concept development and exploration while allowing me to focus on what I enjoy most—solving brand challenges through creativity, strategy and collaboration.

I'm fascinated by the moment when a brand stops feeling like a product and starts feeling like a world people genuinely want to be part of. That's the kind of brand I aspire to help build.

I ENJOY WORKING ON

  • Building and evolving brands

  • Brand systems and governance

  • Storytelling and world building

  • New IP development

  • Consumer products and licensing

  • Workplace and environmental branding

  • Cross-functional collaboration

  • Exploring AI in creative workflows

MY DESIGN PHILOSOPHY

  • A brand isn't a logo or a guideline document. It's how a company shows up consistently across every touchpoint, team, and decision over time.

  • Without a story, a brand is just visuals.
    The narrative is what makes people care, remember, and come back. I build brands around stories worth telling.

  • Visual hierarchy isn't a technical detail;
    it's how design communicates. Good hierarchy makes everything feel effortless and intentional at the same time.

  • Standing out isn't about being loud. It's about being clear on who you are and having the confidence to show it consistently.

  • AI has a place in the design process for exploration, speed, and scale. But what makes a brand feel alive and unique still comes from human judgment, taste, and craft.

  • The best brand work happens in dialogue with clients, teams, and stakeholders who know their world better than anyone. I bring the craft; we figure out the direction together.