A library of 70 years’ dots and flowers
The Project
Marimekko brought me in during a pivotal moment: completing their ecommerce redesign, refining a new cross-platform design system, launching Maripedia, a pattern library and recognition tool for enthusiasts, and communicating their sustainability strategy digitally, all timed around their 70th anniversary.
Marimekko brought me in during a pivotal moment: completing their ecommerce redesign, refining a new cross-platform design system, launching Maripedia, a pattern library and recognition tool for enthusiasts, and communicating their sustainability strategy digitally, all timed around their 70th anniversary.
My Approach
I don't execute briefs passively. I came in with the existing user research and customer profiles the team had built, used them as a foundation for every design decision, and asked the questions that weren't being asked - about the sustainability strategy, content hierarchy, what users would actually do versus what the brief assumed.
For Maripedia specifically, I designed and ran usability tests on the prototype before final delivery, validating that the pattern recognition flows and storytelling structure worked for real users - not just in theory.
Contribution
Across four parallel workstreams I brought consistency, rigour and a willingness to push back when something wasn't good enough yet. The sustainability experience needed to feel genuinely integrated, not bolted on. The design system needed to scale across platforms without losing Marimekko's visual character. Maripedia needed to be both beautiful and usable - which at Marimekko are not optional extras.
Outcome
A completed ecommerce experience, a scalable cross-platform design system, a launched Maripedia tool validated through usability testing, and a digital sustainability experience aligned with Marimekko's environmental commitments — all delivered on time for the 70th anniversary.
"She contributed to the end goal by challenging the status quo and pushed the team to be more ambitious to achieve the business goals. We faced multiple challenges along the project and she was always able to find agile solutions to move forward."
— Suvi-Elina Enqvist, Head of Innovation Works, Marimekko