Art direction & visual strategy · Helsinki
I turn complexity into clarity.
A deck usually passes through many hands before it reaches the room, and the argument thins a little with every pass. I bring the words and the design back together, for clients in construction, technology and gaming, so the point arrives whole.
Art direction
Find the right image.
A picture outlives the sentence beside it. Chosen well, it carries the idea out of the room and into next week. Chosen badly, it is decoration on an expensive slide. I select, direct and make the images that do the arguing.
I think good design starts with structure. The rest is expression.
Ideas in balance
Crafting a message
Executive communication
Boards do not buy slides, they buy reasoning. I write the argument and build the composition together, so that the strategy, the team and the execution reach the room as one thing rather than three.
Information is beautiful
Data experiences
UX and UI are where this starts, not where it stops. The work is to make a business idea recognisable on screen, in step with the brand, the goal and the market it has to win.
Interaction design
Branded information interactions
Your own data, turned into something a customer will use rather than endure. The story told from your side of the counter, in the words your market already uses.
Ideas in balance
Academics
Aalto University / EAFIT
A BSc from EAFIT in Medellín and an MSc in International Design Business Management from Aalto. Since then: Generative AI for Leaders at Vanderbilt, AI Essentials and Enterprise Design Thinking at IBM, and project management at Google.
Who
ÆTELIER is one person
That person is Eliana Sarpila. A Latin heart in Nordic tailoring, working out of sunny Helsinki, where the sun is a rumour for four months of the year. I write the argument, design it, and answer the email myself.