Strategic brand architect designing ideas at the intersection of
technology, business and storytelling.

I was born in Rome when a Neapolitan fighter pilot met a Savonian lady’s maid who had once worked in the court of the Queen of England.

Years later, at the Helsinki Upper Secondary School of Visual Arts, a guidance counsellor advised me to choose between architecture and advertising. I chose both.

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I studied architecture in Finland, Italy and the United States, but after graduating I eventually found my place in the world of brands, creativity and commercial thinking — and immediately knew I had found the right field.

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Today, I work as a Creative Director, partner and strategic brand builder with more than 20 years of experience in creative leadership, concept design and business-driven brand development. Alongside my architectural background, I further expanded my expertise by completing an Executive MBA at the University of Hull Business School.

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Throughout my career, I have built and led brands for companies including Toyota, Lexus, Harvia, Taffel and Grandiosa, combining strategic thinking, commercial effectiveness and internationally awarded creativity. My work has received recognition from Helsinki to London, and from New York to Las Vegas.

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My background in architecture is still reflected in the way I think: through strong structures, clear concepts and carefully crafted experiences. I am particularly interested in ideas and innovations that do not merely stand out, but genuinely change human behaviour and create real business impact.

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Key B2B Experience

• Global brand positioning for Harvia ahead of its IPO

• Long-term brand leadership for Toyota and Lexus Finland

• Pan-European euro campaign for the European Central Bank

• Repositioning of Fort Deli Food Service (part of Orkla)

• Internationally awarded creative work

Innovation & Marketing Concepts

• Toyota Transparent Test Drive

• Moomin Move ecosystem concept

• AR promotional campaigns

Consumer Marketing & FMCG

• Taffel campaigns

• Retail activations

• Brand films

Promotions & Experiential

• Flow Festival Selfie Stick

• Collect & Win campaigns

• Retail competitions