Jalita Aspelin

I started my career in creative agencies and have spent the last 15+ years moving between creative direction, brand, digital products, and experience design. I’ve worked across Europe, Asia, the US and Africa, both independently and as part of international teams.

At Columbia Road, I worked across CX, UX, visual design and project leadership for major Nordic clients including Halebop and Telia. I joined when the company was around 28 people and became the first employee of its Stockholm office after the Telia relationship I had built grew into a major account.

I later ran my own design consultancy for nine years, working with global and emerging brands across technology, lifestyle, ecommerce and consumer products. My work has included Harley-Davidson’s #DiscoverMore campaign across 32 countries, as well as projects for Paul Smith, Marimekko, Iittala, Happy Socks and Jamie Oliver.

Most recently, I was Head of Design at Mailbird, where I led brand, product, UX, marketing, and growth design for an email product with 4.7M+ users. I redesigned the Windows flagship, co-designed the native Mac client, and designed an in-product AI image generator.

I’m particularly interested in the space where brand, product, and technology meet. I like complex problems, high standards, and work that requires both strategic thinking and strong visual judgement. I enjoy leading teams, working directly with senior stakeholders, presenting ideas, and staying close enough to the work to know when something is genuinely good.

AI is now becoming an important part of my practice. I’m experimenting with generative imagery, concept development, rapid prototyping, and new creative workflows, and I’m interested in how AI can help design teams move faster without lowering the bar for craft.

Outside work, I’m drawn to design, architecture, travel, art, food, wellness and places with a strong sense of identity. I speak six languages and have lived and worked across different cultures, which has shaped how I approach people, brands and experiences.

I’m now looking for a senior role with ambitious people where I can contribute creatively, continue developing as a leader, and explore what design looks like as technology changes. I’m especially interested in creative agencies, design-led technology companies, global brands, and AI/product environments.