Who I am

I'm Eva. For 25 years, I've worked with organizations on culture, brand and strategy. I also teach yoga and host retreats. What connects all of it, is helping people and organizations shift from performing toward presence.

The journey from creative to strategic

I have a business degree. I understand numbers. But for years I kept strategy in a box labeled "someone else's job", maybe I thought it is the analyst's job, not mine.

Then two things started to converge.

Twenty years of yoga and meditation. Dancing until I was a young adult. These taught me to spot the difference between someone who's actually present and someone performing. That skill of sensing what's real is what I brought into client work without realizing it was strategic.

I started noticing things in meetings that never showed up in data. Brands breaking from the inside. Leadership and teams speaking different languages despite saying they're aligned. Strategies that stayed beautiful but dead because nobody turned them into a story people could actually believe.

What I eventually realized is that understanding people is the hardest strategy there is. Turning a brilliant PowerPoint into something a culture actually lives? That's the work.

That's strategy. Just not the kind I learned in business school.

And what I understood later still is that the rarest thing I do is not design, and it is not facilitation. It is that people tell me the truth. The same attention I learned on a yoga mat turns out to work in a boardroom.

It's about closing the gap between what an organization says and what people actually experience. Designing a way for leadership to show up differently so culture can shift.

And it changes everything.

What this means

Culture shifts when leadership actually shows up differently. When strategy becomes believable because it's true.

I work with leadership teams who are ready to be honest about who they actually are and build from there. And I teach yoga and host retreats for people ready to practice presence instead of performance.

The work is the same in both places. Just different rooms. I can see clearly. I can make it visible. Both matter.

My background is unconventional. By choice.

25 years in design, communications, strategy, and organizational culture
Creative Director and Partner, Kreab Helsonki
Two decades of yoga and meditation practice, six years of teaching
RYT500 certified yoga teacher
Masters in Business & Digital Technology Management and Bachelor of Business (Aalto/HSE)
Aalto EE Studies: Managing with Organizational Culture (2025)
Years of designing visual systems, co- facilitating workshops and listening to what organizations do not say out loud.