I build the rules — and lead by doing.
I am a designer and creative lead based in Helsinki. Eight years of brand work — identities, campaigns, exhibitions and everything in between — mostly for companies where the details get looked at closely. I work end to end, and I still make things myself.
Brand systems
Identities other people can actually use: typography, grid, image language, and the rules that hold it together as a company grows.
Hands-on craft
Typography, layout, art direction, motion and print. I still make the work, not just review it.
Leading partners
I brief and steer agencies, studios and production crews. I can say what is not working in a way that makes the next version better, not just different.
ToolsFigma, InDesign, Illustrator, Photoshop daily. After Effects, Premiere Pro and generative tools when the work calls for it.
Creative Lead · WithSecure
Brand and content at a global cybersecurity company: design system ownership, exhibitions and events, campaigns, and agency partners across five markets.
TBWA\Helsinki
Campaigns, identity work and production in a large creative agency. This is where I learned what a deadline means, and why it pays to get the layout right the first time.
ID BBN
My first agency years: brand and campaign work, and production, for clients across a range of industries.
Selander Creative
My own practice: brand and design work direct to clients, start to finish, all of it mine.
Bachelor of Culture & Arts
Turku University of Applied Sciences.