I’m a perpetually curious creative, and this site aims to collect my different ventures in one place, so updates,  blogging and some of my more recent projects, like West5Cycles – the home for my cycling passion, (slightly neglected of late as I prefer to ride more than writing..). It’s all fun, it’s play, it’s the life outside work – the balance to the force, whatever you wish to call it – it’s what keeps us who we are despite what life may throw at us. Simple as that. And that needs a home. Hope you enjoy it – and if you like some of it, get in touch.

My background is in front-end new product development and these days my role is a more strategic one, combining insights, strategy development, future forecasting, as well as my wide skillset in creative execution and design management to focus on innovating products, services and experiences for the LEGO Group.

I joined the LEGO Group in 2001 as a product designer in the company’s front-end innovation department, designing a number of major toy-lines from concept through to production, before moving into innovation and consumer experience in 2006. Currently I head up the Consumer Insight & Experience Innovation function at the LEGO Group, involving the strategic framing of innovation platforms based on consumer insight, the identification and development of product, service and experience value propositions through consumer co-creation and monitoring and continuous improvement of consumer experience through the Net Promoter Score and experience innovation.

Furthermore I head up the LEGO Learning Institute, the site for the Company’s extensive collaboration with the Massachusetts Institute of Technology (MIT) and other academic institutions and experts on creativity, learning and child development.

Before joining LEGO I ran my own company delivering graphic and multimedia design, while studying product design at Central Saint Martins College of Art and Design. And even before that I started my career as project coordinator and fundraiser and eventually became co-director of an international UN-sponsored children’s charity focusing on sustainable development issues and community development.

These days my passion for being the change you want to see in the world takes the form of Pro Bono work for a fantastic social enterprise, Riders for Health, whose work on creating infrastructure for health care in Africa is truly a great inspiration that brings together Jon, my fiance and I to collaborate on a topic we are both passionate about.

I live in London, am originally from Helsinki, Finland and true to my Scandinavian roots I still cycle everywhere, find solace among trees and stroke any cat that comes my way.

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