Origin by Ocean
Activist industrialism.
We turned unfamiliar algae chemistry into an industrial proposition investors, partners and customers could understand and believe in.
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Sustainability · Transformation · Growth
Strategy for futures people want.
I turn technological and industrial change into strategy and stories people can believe in.
Brand strategy · Digital experience · AI & emerging technology
What I work on
Systems.
Decoding how technology creates new value, changes industries and reshapes how organisations work.
Stories.
Distilling complex ideas into positioning, narratives, brands and experiences people can believe in.
Society.
Uncovering what makes change acceptable, desirable and worth adopting.
Areas of expertise
Selected work
Solar Foods
Making food out of thin air delicious.
We turned a radically new way of making protein into a food proposition people could understand, taste and want.
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Sustainability · Technology · Future systems · Transformation
Neverlook
Making autonomy understandable.
We turned autonomous invoice processing into a proposition customers could understand, trust and delegate to.
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AI · Technology · Trust · Future systems
Avidly AI
Building an agency’s everyday AI capability.
We turned scattered AI experimentation into shared ways of working across an agency.
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AI · Culture · Transformation
The Bridge of Trust
Trust begins with showing up.
We helped turn international solidarity into practical connections between investors and Ukrainian startups.
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Trust · Culture · Growth
Framery
Helping people find their space to focus.
We rethought how people discover, compare and buy workplace pods across Framery’s global digital experience.
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Behaviour · Culture · Technology · Growth
Elmery
Every gram back in play.
We turned an unfamiliar critical-metals recovery technology into a clear proposition and customer journey.
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Sustainability · Technology · Future systems
Sohar International
A bank built around life events.
We reorganised digital banking around what people are trying to do in life instead of around banking products.
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Behaviour · Trust · Transformation
Finnvera
A little optimism can start something bigger.
We gave Finnvera a clearer role in the story of Finnish business growth.
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Growth · Behaviour · Culture
02 · Working with innovations and what comes next
Working with innovations and what comes next
I often work with companies whose products, categories or markets are still becoming real.
My job is to make the unfamiliar legible: understand the system that is changing, find the strategic idea that gives the change meaning, and build enough clarity and trust for people to act before the future feels obvious.
The technologies are different. The strategic problem is often similar: somebody has to make the new world understandable before it becomes normal.
- Air + EnergySolar FoodsProduct narrative · Audience & content strategy · Global launch strategy→ Food
- AirSoletair PowerBrand strategy→ Captured carbon
- OceanOrigin by OceanBrand strategy · Narrative · Customer journey · Investor story→ Chemicals
- Forests / materialsSpinnovaBrand story→ Textiles
- Industrial streamsElmeryBrand and UX strategy→ Metals
03 · Core thesis: The Human Premium
What becomes valuable when intelligence becomes abundant?
Generative AI is making polished output easier to produce. That changes the value of the choices around it: which question to ask, which direction to pursue, what to keep and when a piece of work is ready to enter the world. The Human Premium is my ongoing exploration of those choices.
In practice
- Apple vs. Coca-Cola ↗Two opposite responses to the economics of synthetic abundance.
- Human-made AI at AvidlyBuilding AI into everyday agency work while keeping human judgment, taste and responsibility at the centre.
- The brand problem of autonomous softwareWhat changes when customers stop using a product and start delegating to it?
04 · Thinking
Thinking
Short pieces on what I keep returning to.
01
The Human Premium
What becomes valuable when intelligence becomes abundant?
02
Branding the next industrial economy
How do you build belief in something the market has never seen before?
03
The brand problem of autonomous software
What changes when customers stop using a product and start delegating to it?
04
What makes a future desirable?
Technical possibility is only half the work.
05 · Earlier work
Earlier work
Helsinki and London. National brands, global networks, and companies in Europe and the Middle East.
Neste
Making a palm oil supply chain transparent by letting suppliers prove their own certification.
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Sustainability · Trust · Technology
Posti
Making an old name feel like a step forward.
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Transformation · Culture · Trust
Katrin
Moving a tissue brand from selling paper to sharing what it knows about cleanliness.
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Behaviour · Culture · Transformation
Nortal
Turning corporate values into something employees could actually recognise themselves in.
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Culture · Technology · Trust
Chivas Brothers
Turning a corporate brand into something people inside the business could actually use.
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Culture · Transformation · Behaviour
Bayer
Turning a global talent programme into choices employees could understand and act on.
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Behaviour · Culture · Technology
GSK
Turning medical education for lung specialists into a weekly game.
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Behaviour · Technology
Nokia
Keeping 700 marketers in more than 60 countries working as one Nokia network.
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Culture · Technology
Bittium
Giving a spun-off technology unit a name and an identity of its own.
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Trust · Technology
Moi
Designing a mobile operator around the customer instead of the tariff plan.
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Behaviour · Technology
SYNLAB / LounaLab
We built a new wellbeing lab brand that turns health worry into knowledge people can act on.
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Behaviour · Growth · Trust
Raute
We organised a global body of wood processing technology into six customer paths and one coherent site.
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Technology · Sustainability · Growth
Wärtsilä Energy
We structured Wärtsilä Insights around four energy transition themes and a campaign-led way to develop each one.
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Sustainability · Future systems · Technology
Verman
We gave three pharmacy brands a consumer insight, a line of their own and a campaign world to grow into.
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Behaviour · Trust · Growth
Posti
Making new company values something every employee would want to watch.
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Culture · Behaviour
Nortal
Turning a solutions catalogue into content customers came to read.
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Technology · Growth
Kone, YIT, Neste
Proposing new digital services for industrial companies, against the clock.
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Technology · Behaviour
Nokia
Connecting global campaigns to the moment somebody actually buys the phone.
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Technology · Behaviour
06 · About
About
Strategy & AI Director at Avidly in Helsinki. Formerly Siegel+Gale, London.
07 · Contact
Contact
For speaking and advisory work.
Based in Helsinki. Working internationally.
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