About

I’m Joonas — a Finnish product designer and creative director currently living in New York.

Over the last decade I’ve led design at Wealthsimple through several rebrands and product launches, helped non-profits like FWD.us push for better criminal-justice and immigration systems, and shipped a string of smaller adventures in branding, identity, and interactive art.

I care about how things work as much as how they look — about software that feels like play, type that reads like a thing made on purpose, and small interactions that make a tool feel alive.

On the side I make pixel-art donkeys, paint generative landscapes, and track the NYC subway’s mood.