For 20 years he had worked as a Creative Director and an Art Director at Ogilvy, DDB and McCann-Erickson. There he managed creative teams while working hands on packaging and identity assignments, as well as ads, winning numerous local and international awards in the process. In 2009 he was one of the founders of the first branding and service design company in Estonia. Today it's an international venture with offices in Stockholm and Tallinn. Partners have pointed out attention to detail as his hallmark. However, they say, though it is the execution that everyone else remembers, clients value him for the thinking that is applied prior to design. Design thinking process, understanding the customer perspective leads to work that is not just esthetic, but has a very clear business focus. His signature handwriting can be seen behind the creation and rebirth of many well-known brands, such as Tele2, Saku, Kalev, KUMU, Estonian Air, as well as Brand Manual’s own Viru, TravelSim, Regio, Wendre, Apollo, President of Estonia, along with tens of graphic identities for local and international brands and services.