About strategy

When you’re ready to bring your vision to life and have a solid strategy in place, take the leap! But even experienced teams can feel the weight of uncertainty, facing a sea of options without a clear next step. Whether it’s in marketing, communications, employer branding or another facet of brand building, the journey can feel daunting.

This is where I step in. I thrive on uncovering the core issue, cutting through complexity and guiding us to a clear and effective path forward.

For me, clarity begins with rigorous research, collaborative ideation, and asking the tough questions. By analyzing the human, environmental, and contextual dimensions of the challenge, we can create solutions that are relevant, impactful and distinguishable.

Whether I’m crafting a strategy or a visual narrative, I work with the same conviction. And when a vision calls for additional expertise, I’m proud to bring together the right voices—be it freelancers, agencies or other allies—to bring our shared vision to life.

It takes courage to be dumb and curious in front of something new and ask:
What is it? Why? Who cares?

Selected cases

  • KFC Finland

    BRAND STRATEGY, MARKETING
    Strategic planner at Republic Agency

    KFC entered the Finnish market in 2021 and soon had 5 restaurants up and running. Republic served KFC as their lead agency in creating local brand strategy and marketing campaigns. My role was to create the local brand strategy, plan marketing initiatives and guide creative work.

  • PlayStation Finland Showdown

    PlayStation Finland

    COMMUNICATION, INFLUENCERS, PARTNERSHIPS
    Strategic planner at Republic Agency

    To strengthen PlayStation’s foothold in Finland, Republic crafted PR strategies that brought gamers and influencers into the brand's world. As the local partner, we led PR activations and campaigns to boost visibility and relevance. My role focused on shaping PR tactics and steering teams to connect with key audiences.

  • Nurminen Logistics

    Nurminen Logistics

    BRAND STRATEGY
    Strategic planner at Republic Agency

    Amid the challenges of COVID-19 and global logistics disruptions, Nurminen Logistics saw a chance to redefine their brand strategy with an agile partner. In my role as a planner, I facilitated the branding process and creative collaboration, piecing together the essential elements to shape their new identity.

  • Finsoffat

    Finsoffat

    BRAND STRATEGY
    Strategic planner at Republic Agency

    Finsoffat, a family-owned furniture brand since 1970, aimed to redefine its identity beyond a product-focused narrative. We engaged with the founding family and staff to discover the brand’s essence, centering on lifelong partnerships with customers. As the planner, I facilitated the process from research to ideation and documented the refreshed strategy.

  • Sherpa

    Sherpa

    BRAND RESEARCH, PHOTOGRAPHY
    Brand strategist at Ventured

    Creative agencies often excel at building brands for clients but can overlook their own identity. When Sherpa turned 10, I conducted qualitative research to explore the key factors influencing a creative agency’s brand. This project provided Sherpa’s management with a clearer brand image and actionable insights, alongside a new set of brand images that I designed and photographed.

  • REDGO

    REDGO

    STRATEGIC DESIGN
    Strategic planner at Republic

    After being rebranded from Falck to REDGO, the company faced challenges in Finland, with management unclear on the new brand and franchise owners seeking clarity on marketing investments. My role involved facilitating a workshop to unite key stakeholders, fostering collaboration and understanding. This effort resulted in a transition plan and an internal tool to guide brand investments, ensuring franchise owners felt supported throughout the process.