I believe in growth.
I like being challenged. I like being wrong. And I believe the best work comes from understanding the problem before trying to solve it.
Whether I'm shaping a product, building a team or defining a new direction, my role is to create clarity, make decisions and help people do their best work.
Good design should move things forward.
The journey
It started with objects.
I studied Industrial Design because I wanted to understand how ideas become things — how something could be thoughtful, useful and beautifully made.
My first years were spent working with Michael Anastassiades, surrounded by people obsessed with materials, proportion and detail. It was a formative experience and taught me the importance of restraint, detail and making things properly.
Over time, my curiosity shifted. I became less interested in the object itself and more interested in the systems around it — the experience, the product, the brand and the people behind it.
The medium changed. The curiosity didn't.
Today, I work at the intersection of design, product and business, helping organisations turn complexity into something people can understand and use.
How I work
Strategy
Understand before designing.
I like to get close to the problem — the business, the people and the context — before jumping to solutions. Good strategy gives design somewhere meaningful to go.
Design
Make complexity feel simple.
Whether it's a product, service or system, I'm interested in creating clarity. The best experiences often come from making complicated things feel obvious.
Direction
Set a vision. Make decisions. Keep moving.
Design direction is as much about momentum as it is about aesthetics. My role is to create alignment, challenge assumptions and help teams move from thinking into making.
People
Build the conditions for good work.
I believe leadership is about enabling people. Giving designers clarity, trust and the right challenge — then helping them grow into the best version of themselves.
Selected experience
Volvo Cars
McKinsey & Company / Veryday
Werlabs
Advinans
MSCI
DRC Group
Studio Michael Anastassiades
Community
I believe good design communities make better designers.
Alongside my day-to-day work, I mentor designers, teach at Hyper Island and Berghs, and contribute to Design Leadership Sweden.
Sharing knowledge has become as important to me as making the work itself.
