Selected Work, 2023

The Coca-Cola Company

2023-

Role: Creative innovation strategist

Task: An ongoing cross-disciplinary collaboration with the company’s innovation departments to identify and unlock untapped opportunity areas, employing a diverse range of creative methodologies to harness the most promising prospects. All current projects are conducted under strict non-disclosure agreements.

Iittala

2016-2020

Role: Creative, writer

Task: Navigating the world of craftsmanship, design and art.

I was part of redefining the creative direction of Iittala, an iconic heritage design company.

During my time consulting Iittala, we created multiple global 360 campaigns, crafted a magazine concept and employed a vast variety of artists, designers and creatives to turn Iittala into an interesting evergreen design company.

Fuel Labs

2022

Role: Brand strategist

Task: Capturing the optimistic anarchy of Fuel, an ambitious project that builds a more autonomous future by means of modular blockchain execution layers — and turning that into a refreshed brand identity.

The brand’s new strategy was built to be intricately woven into the fabric of Fuel’s global community. Community insights informed us in transforming Fuel from a bold challenger into a resolute industry leader.

Our focus was laser-sharp: we directed our messaging, visuality and strategic foundations primarily to Fuel's loyal community and sought to bottle the unique spirit of optimistic anarchy that defines Fuel.

Borse e Cose

2023

Role: Brand strategist, creative consultant, advisor

Task: Building a global high-end fashion company in collaboration with Samu-Jussi Koski.

Creating a brand strategy and all adjacent communications.

Nightingale Health

2022

Role: Brand strategist

Task: Taking health information from the hands of institutions and professionals and giving it to people around the globe so that they can understand their bodies and the future of their health.

Planning and executing the strategic transformation of Nightingale Health's brand essence, redefining personal healthcare from an intimidating concept into an approachable and even inspirational journey.

I defined the brand’s essence and voice, as well as crystallised the positioning of a direct-to-consumer product innovation and architected a framework for versatile brand communications. This framework spanned from science-centric messaging to strategic, results-driven direct-to-consumer advertising.