There is no better way to test ideas against reality than being responsible for their outcomes. A decade of building businesses reshaped how I think about strategy: adaptable systems matter more than certainty in goals.
My early assumptions were tested while building my first venture, a small design agency. Working with more than 120 B2B clients across industries exposed a recurring pattern: solutions were often rushed before the problem was properly defined.
Later, I co-founded and led the international eco brand Robin Wood, where storytelling, design, and strategy had to survive the layered trade-offs of building a truly sustainable business.
As CEO of Sensly, a mental health platform, I worked at the intersection of regulation, ethics, stigma, human vulnerability, and commercial pressure. That experience grounded my commitment to building in domains where human health and development genuinely matter.
On the corporate side, I led cross-functional teams as Head of Brand or Creative Director across both corporate and startup environments. At UBS, I learned how strategy operates within legally and structurally strict systems at scale. At Stileo, a platform used by over 20 million people, leading a successful brand repositioning showed me that scale can be agile too.
Context is everything.
Twenty years of turning ideas into visual systems, digital products, physical goods, experiences, and strategies.
Different tools and media, the same commitment to the creative process.
Over time, design became another lens through which I connect systems:
a way of aligning intention with impact.
⸺ Great design holds where the explanation ends.
I explore the emergent nature of systems – from mitochondria to thought, from individuals to culture.
My father, both a humanist and a scientist, shaped that curiosity. Through his example, he taught me how to build methodologies, approach problems systemically, and stay disciplined when ideas become messy.
Kahneman’s work opened the door to cognitive science, a discipline that changed how I understand the human mind.
The same curiosity leads me into neuroscience, anthropology, and physics — not in search of definitive answers, but of what repeats and what matters.
My own thinking taught me how easily complexity can feel like intelligence, while simplicity gets dismissed for seeming too obvious.
But simple does not mean easy.
What works consistently is grounded in disciplined attention to fundamentals. This perspective shapes my work across strategy, design and philosophy.
Living with chronic, systemic health issues for much of my life meant spending years inside medical systems. Over time, I learned to make sense of those experiences within a reality shaped by fragmented care, wasted resources, and limited empathy.
It gave me two perspectives: that of a patient navigating the system, and that of a system designer trying to understand why so many dedicated professionals still struggle to deliver consistent care.
That experience broadened my perspective and humbled it.It allows me to design solutions grounded in real physical, emotional, and systemic constraints.
