core values
curiosity
I go deep into people, places and ideas – because real understanding is always the starting point.
rigour
I bring structure and discipline to creative and strategic work – because good instincts need good evidence.
Empathy
How we work together shapes what we make together – I create spaces where people can think clearly and honestly.
my story
10+ years. two worlds. one question.
I've spent over a decade helping organisations understand the humans inside and around them — and turn that understanding into something that changes how they work, communicate and connect.
In advertising, that meant behaviour change. In ethnographic research, deep human insight. Rewriting an NGO's culture policies meant organisational transformation from the inside. Mental health communications meant empathy at scale.
Different contexts. The same question underneath all of it: what do people actually need — and how do we build something meaningful from that?
i’m Alicia.
Strategist and researcher working at the intersection of culture, insight and organisational change. Helping innovation labs, ecosystems and human-centred organisations understand people and turn that understanding into strategy, communications, partnerships and sustainable impact. Curious about people above all else. Based in Finland. Working across Europe and the UK.
A bit more about me
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Fact 01
I’m a certified Permaculture Designer. Permaculture is a design process that mimics natural ecosystems, and can be applied to food growing, building and people.
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Fact 02
I received funding to attend a writers’ residency in 2019. Led by the published authors Cynan Jones and Vanessa Gebbie, the residency was held at the house of the late renowned author and poet, Sylvia Plath.
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Fact 04
On my first solo overseas trip at 19, I traveled to Sri Lanka to volunteer in the Boxing Day Tsunami relief effort, 2004.
