about

I'm a multidisciplinary designer with 10+ years across service design, UX/UI, and brand, driven by curiosity about people, systems, and how experiences are shaped.

.experience

10+ years

.location

Helsinki (EET)

.freelance

Available

.hello

I obsess over craft, lead with empathy, and always start with the problem before reaching for a solution. Currently completing an Erasmus Mundus Master's in Service Design across the University of Lapland, Estonian Academy of Arts, and Art Academy of Latvia.

I take a human-centred, research-driven approach to every project, combining systems thinking with a strong aesthetic sensibility. I believe good design is as much about understanding human behaviour and business context as it is about how something looks and feels, purposeful, inclusive, and built around people.

Horse riding, padel, and table tennis keep me grounded. They teach the same things design does: discipline, resilience, and knowing when to push and when to pause.

.education

Sept '24 — Jun '26

Erasmus Mundus Master’s, Service Design Strategies & Innovations

University of Lapland, Estonian Academy of Arts & Art Academy of Latvia

Thesis: How large language models in organisations may reproduce global power asymmetries in knowledge and technology. Selected projects: Tallinn Housing Affordability, ISDIN SPARK, JJSHHHH.

Sept '24 — Jun '26

Erasmus Mundus Master’s, Service Design Strategies & Innovations

University of Lapland, Estonian Academy of Arts & Art Academy of Latvia

Thesis: How large language models in organisations may reproduce global power asymmetries in knowledge and technology. Selected projects: Tallinn Housing Affordability, ISDIN SPARK, JJSHHHH.

Dec '14

Bachelor’s in Communication Design

Indus Valley School of Art & Architecture

Four-year degree in Communication Design covering branding, typography, visual communication, and design strategy.

Dec '14

Bachelor’s in Communication Design

Indus Valley School of Art & Architecture

Four-year degree in Communication Design covering branding, typography, visual communication, and design strategy.

.work experience

Jan '23 — Now

Alt Ctrl Design Studio

Founder & Creative Director

I founded and led an independent design studio delivering UX/UI, brand identity, and design strategy across cybersecurity, edtech, assistive technology, and international development. We served clients across Pakistan, Europe, the US, and the United Nations global network.

Jan '23 — Now

Alt Ctrl Design Studio

Founder & Creative Director

Apr '21 — Jan '24

Katalyst Labs - Accelerator for Startups backed by HBL

Creative Strategy Lead & Founding Team Member

I built the accelerator's creative identity from the ground up and mentored 30+ growth-stage founders on positioning, UX, and product communication. I also organised Slush'd Karachi, Pakistan's first Slush satellite event.

Apr '21 — Jan '24

Katalyst Labs - Accelerator for Startups backed by HBL

Creative Strategy Lead & Founding Team Member

Dec '22 — Jun '23

Pitchwise - AI enabled tool that generates pitch decks

Co- Founder

I co-founded an AI-enabled startup, designing the end-to-end user experience and visual identity and supporting the product from concept to beta stage.

Dec '22 — Jun '23

Pitchwise - AI enabled tool that generates pitch decks

Co- Founder

I co-founded an AI-enabled startup, designing the end-to-end user experience and visual identity and supporting the product from concept to beta stage.

Nov '17 — Mar '21

The Nest I/O - A Startup Incubator backed by Google

Creative Specialist

I led creative direction, design mentorship, and workshops for early-stage startup founders across branding, UX/UI, and communication.

Nov '17 — Mar '21

The Nest I/O - A Startup Incubator backed by Google

Creative Specialist

I led creative direction, design mentorship, and workshops for early-stage startup founders across branding, UX/UI, and communication.

Apr '16 — Oct '17

Adcom Leo Burnett

Creative Associate

I led art direction and campaign strategy for international brands including P&G, Honda, Motorola, and British Council across print and digital channels.

Apr '16 — Oct '17

Adcom Leo Burnett

Creative Associate

I led art direction and campaign strategy for international brands including P&G, Honda, Motorola, and British Council across print and digital channels.