⸺ leaders and teams in digital health, mental health, and human development.
⸺ by connecting what the organisation must protect with what teams choose, reinforce, and repeat.
My first venture, a design agency where I worked with 120+ business clients across industries, revealed a fundamental pattern that shaped my approach to strategy: the problem was rarely talent. It was framing. Teams repeatedly rushed into solutions before the challenge 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.
⸺ 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, grounded that curiosity. 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 and approach 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 taught me what fragmentation feels like from the inside. Complexity is not the problem – disconnection is. I had to look for answers across disciplines, dead ends, wasted time and resources, and care that often failed to see the whole person.
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 point of view and humbled it. It allows me to design solutions grounded in real physical, emotional, and systemic constraints.
The lessons that shaped me most came from owning decisions that didn’t work – and staying with their consequences long enough to see what they exposed.
Integrity is not a declaration.
It is the alignment between values, decisions, and actions.
Alignment that holds when trade-offs become real.
It is a process.
And it makes all the difference.
