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Digitalist Design Forum 2017

16 November 2017 at 8am–12am, Tennispalatsi, Salomonkatu 15, Helsinki

A comprehensive brand experience – seamlessly from digital to physical – is the precondition for a company's success.

When a client meets a company, whatever the channel of the meeting, the experience has to be good, preferably exceeding expectations. Design has a prominent role in customer experience and brand image development. Successful companies learn to create a desirable and distinguishable brand. The success of a product or service is also defined by its design.

The aim of Digitalist Design Forum is to increase the understanding of design thinking, provide practical examples of how companies can boost their competitiveness with design, and encourage to constantly develop the brand experience. The event is the meeting point for both producers and buyers of design as well as designers themselves – Digitalist Design Forum is the place for the forefront of design.


8.30 Opening words
Petteri Kolinen, CEO, Design Forum Finland and Ville Tolvanen, CEO, Digitalist Group 

8.45–9.10 Brand-driven Customer Value Design – E2EO2O – is the engine of demand growth
Andreas Rosenlew, Executive Brand Advisor & Managing Partner, Grow Partners

9.10–9.35 Design expertise becomes a strategic skill – case Fazer
Päivi Svens, Head of Marketing, Fazer Lifestyle Foods

9.35–10.00 Key elements for future fit design expertise
Bart Ahsmann, Director, CLICK NL; President, BEDA

10.00–10.20 Break

10.20–10.30 Interview:
Sebastian Jansson, Founding Partner, Made by Choice; Lasse Laine, Founding Partner, Made by Choice

10.30–10.55 Comprehensive brand enabling growth
Heidi Rantala, Co-owner, Chief Marketing Officer, Yepzon

10.55–11.20 Building a family of iconic lifestyle brands
Alexander Matt, Chief Marketing Officer, Fiskars Group

11.20–11.45 Starship – Delivery, future-proof
Antti Mäkelä, Co-founder, Designer, Aivan Oy

11.45–12.00 Closing words
Petteri Kolinen, CEO, Design Forum Finland and Ville Tolvanen, CEO, Digitalist Group

N.B. most of the presentations will be in Finnish!



CEO, Digitalist Group

Ville Tolvanen is CEO with Digitalist Group. He is the founder and co-founder of several companies in software, digital services, marketing and healthcare. Ville is popular transformation advisor, consultant and a keynote speaker. 


CEO, Design Forum Finland

Industrial designer, MA, Petteri Kolinen has a long experience in various managerial positions in design from diverse industries. In 1993–2007, Kolinen worked at Nokia as Design Manager, responsible for various teams, as well as e.g. managing the Design Studio at the Keilaniemi headquarters. After this, he was a member of the Group Management Team and Design Director at Martela. He joined Design Forum Finland from Nanso, where he held the post of Creative Director.

Photo: Marco Melander


Executive Brand Advisor & Managing Partner, Grow Partners

Andreas has spent his entire career working with global brand strategy, integrated marketing, design and creative communication, on both the consultancy and client side. His international career has also seen the Finland native working around the globe from Copenhagen to Los Angeles. In parallel, he has worked extensively with private equity-companies and held various investor and board director roles.

Andreas has worked as a lead advisor in strategic brand and design development with international clients of a wide variety. He has extensive insight from brand, design and user experience development for digital and online-driven businesses.


Head of Marketing, Fazer Lifestyle Foods


Chief Marketing Officer, Yepzon

Heidi Rantala is a very driven marketing and sales professional with over 10 years of experience in consumer marketing. Before Yepzon she worked over six years at Unilever running several brands such as Magnum, Cornetto and Ben & Jerry’s. She also  has extensive knowledge in market development and category management for consumer products. Heidi was recognized as a top performer – winning multiple awards within the Unilever organization.


Director, CLICK NL; President, BEDA

Bart Ahsmann graduated in 1988 with a degree in Industrial Design at TU Delft, followed by 13 years of professional design experience for Dutch design consultancies. This is where he developed his skills in developing sustainable consumer and industry products for major (inter)national manufacturing and SME clients. In 2001 he joined Syntens, working on innovation consultancy for Dutch SMEs. While there, he initiated partnerships with knowledge institutes and was involved in developing new innovation methods.

In 2009 he joined TU Delft to stimulate and professionalise knowledge transfer in design research. He was responsible for initiating and developing a number of large-scale research and innovation projects, industry partnerships, design start-ups, and the 3TU Research Centre Design United. Amongst others, he was one of the architects of the major Dutch research programme CRISP (2011-2015).

On March 9th 2016, Bart started as Managing Director of CLICKNL, the Dutch Creative Industries knowledge and innovation network. He continues his association with Design United for 1 day a week.

In June 2017 Bart was elected president of BEDA (Bureau of European Design Associations): a network of around 50 design centres, associations and innovation support organisations.

Photo: Chris van Houts


Chief Marketing Officer, Fiskars Group

Alexander Matt is the CMO of the Fiskars Group, a 1.2bn company with a portfolio of globally influential Design, Outdoor and Luxury brands. In his role he is driving the digital, consumer and brand transformation agenda of the Group with the mission to build a family of iconic lifestyle brands.

Before joining Fiskars, Alexander was the Global Brand Marketing Lead for adidas Originals and a member of the Global Leadership Team which led Originals to exponential growth. Alexander started his career during the first wave of new economy working for two digital ventures in Germany and Switzerland.


Design Lead, Founder-Partner, Aivan Oy