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    Senior Product Designer · AI Creative Technologist · Helsinki

    Senior product designer, working hands-on with generative AI

    I design interfaces and design systems, and I build the AI image and video workflows that help creative teams do more without lowering the bar. Most recently at VML Finland (WPP): work for KONE and Volvo, and the studio's internal AI Lab, which I founded.

    Selected clients, through VML Finland

    KoneNokiaVolvoBusiness Finland
    Portrait of Felipe Gasnier
    Felipe Gasnier

    Designer first. Builder since 2001.

    I'm Felipe Gasnier, a Brazilian product designer based in Helsinki. I started designing for the web in São Paulo in 2001, spent more than a decade founding and running independent music and e-commerce businesses, worked in New York with ONErpm, and moved into studio and agency design in Finland in 2017.

    From 2022 to 2025 I was a senior UI/UX designer at VML Finland (WPP), working on design systems, websites and digital platforms for clients including KONE, Volvo, Nokia, Business Finland and Outokumpu. Alongside that role I founded the studio's internal AI Lab, where I built generative image and video workflows and trained colleagues to use them on client work.

    Based in Helsinki, Finland. I work in English and Portuguese.

    What I bring

    Product & UI/UX designDesign systems & tokensPrototypingGenerative AI image & video workflowsMotion designBrand identityE-commerce

    Now

    Independent product designer & creative technologist

    Product design · AI creative workflows · Motion

    Since 2025

    Career

    Senior UI/UX Designer, founder of the internal AI Lab

    VML Finland (WPP), Helsinki · 2022 – 2025

    Product Designer & Creative Lead

    Family in Music, Espoo · 2019 – 2022

    Web & 3D Designer

    ZOAN, Helsinki · 2017 – 2018

    Motion Graphic & Web Designer

    Pikkukala, Helsinki · 2017 – 2018

    Marketing Analyst & early UX/UI contributor

    ONErpm, New York · 2010 – 2012

    Founder & CEO

    Ideal Shop, São Paulo · 2003 – 2017

    Founder & CEO

    Edições Ideal, São Paulo · 2006 – 2016

    Co-founder

    7 Polegadas, São Paulo · 2005 – 2012

    Founder

    Ideal Records, São Paulo · 2003 – 2014

    Freelance designer

    Brazil and Finland · 2001 – present

    Designing for the web since 2001. Design roles in Finland since 2017. Founder of four independent businesses in Brazil before that.

    Selected

    Work.

    A few projects, with my role and the context I did them in.

    KONE website shown on a laptop
    Design systems
    Enterprise UX
    Accessibility

    KONE: a shared design system for global digital products

    Senior product designer, through VML Finland

    Context

    KONE's digital products serve customers in many markets. Over time, different teams had built interfaces in different ways, so there was no single source of truth for designers and developers, and consistency was hard to keep.

    What I did

    I led the design system work on the VML side: the component library, the token structure, accessibility guidelines and documentation. The aim was a system development teams could build with on their own, without needing a designer for every decision.

    Result

    A shared foundation of components and tokens, with accessibility guidance written into the components themselves instead of left to each team.

    Client
    KONE
    Delivered through
    VML Finland
    Volvo Selekt online store interface showing car models and filters
    E-commerce
    UI design
    Automotive

    Volvo Selekt: an online store for certified pre-owned cars

    Senior UI designer, through VML Finland

    Context

    Volvo's certified pre-owned programme, Selekt, needed an online buying experience that felt as considered as the rest of Volvo's digital presence.

    What I did

    I designed the e-commerce journey for the Selekt store on volvocars.fi, including advanced filtering and high-fidelity UI components that follow Volvo's global design language.

    Result

    A pre-owned buying journey held to the same visual standard as Volvo's other digital touchpoints.

    Client
    Volvo Cars, Finland
    Delivered through
    VML Finland
    Illustration of the AI Lab's generative design workflows
    Generative AI
    Production workflows
    Team training

    VML Finland AI Lab: generative workflows for client work

    Founder of the internal AI Lab, alongside my senior UI/UX role

    Context

    Clients wanted more visual content, in more formats, on the same timelines. Generative tools were improving fast, but using them on real briefs needed repeatable workflows and a team that trusted the output.

    What I did

    I set up and ran the studio's internal AI Lab. I built image workflows with custom-trained Stable Diffusion models and ComfyUI pipelines, tested video and copy tools, and ran training so designers could use them on client briefs.

    Result

    Generative workflows moved from side experiments into the studio's day-to-day production, and the team could pitch and deliver AI-assisted work to clients.

    Where
    VML Finland (WPP)
    When
    2022 – 2025
    SoundMe.me promotional image showing the app on a laptop
    AI product
    Product design
    Music

    SoundMe.me: an AI music product, designed and built in a weekend

    Product designer and builder, personal project

    Context

    I wanted to test how far one designer could take a real product with today's AI tools: not a prototype, but something with sign-in, payments and several languages from day one.

    What I did

    I designed and built SoundMe.me, a web app that turns voice messages into songs, in about two days. I used Lovable to scaffold the interface, Antigravity to refactor it, the Suno API for music generation and Stripe for payments. Most of the design work went into the waiting state, because generating a song takes minutes.

    Result

    A live product that real people paid for in its first week, and a working method I now use for fast product experiments.

    Timeline
    About 48 hours
    Stack
    Lovable · Suno API · Stripe
    Founder
    E-commerce
    Music

    Before design agencies: running my own companies in São Paulo

    Founder, CEO and designer

    Context

    Before moving into studio and product work in Finland, I spent more than a decade running my own businesses in Brazil's independent music and youth culture scene.

    What I did

    At Ideal Shop, an alternative fashion and youth culture online store, I led UX/UI, branding and digital marketing, and set up an early print-on-demand model. At Edições Ideal, a music-book publisher, I ran everything from strategy and author negotiations to the website and online store.

    Result

    Those years taught me the commercial side of design: margins, operations and what customers actually buy. I bring that view to product work today.

    Where
    São Paulo
    When
    2003 – 2017

    Brands and organisations I've worked with

    Through agencies, studios, my own companies and freelance work. Each group says where the relationship came from.

    Through VML Finland
    KONE, Volvo, Nokia, Business Finland, Outokumpu
    Through ZOAN
    Finnair, Moomin, National Museum of Finland, Slush, City of Helsinki
    Freelance in Finland
    Uniarts Helsinki, Seppo, CCBF Helsinki, Cinemaissí Festival, Cirko, TAIKE, Startup Refugees, Maunula Elektronik
    Label and brand partners of my companies in Brazil
    EMI, Sony, Warner, Deckdisc, Polysom, Coqueiro Verde, MTV, Vans, Nike

    How I can help

    Two ways I usually work: as a senior designer on a product team, or as a hands-on specialist for AI creative production. Motion and brand work supports both.

    Product & UI/UX design

    Interfaces · Design systems · Prototypes

    Product and interface design from early flows to production-ready components, plus design systems with tokens, documentation and accessibility guidance. I work in Figma and know front-end code well enough to prototype and hand over cleanly.

    AI creative production & workflows

    Image · Video · Workflow setup

    Generative image and video for campaigns and content, and the workflow behind it: choosing models, training custom ones, building ComfyUI pipelines, setting review steps and training the team. The goal is consistent output a brand can actually use.

    Motion & brand

    Animation · Identity · Video

    Motion graphics, animated brand elements and video in After Effects, Premiere and Blender. Useful on its own, and a strong complement to product and campaign work.

    Creative direction

    Concepts · Briefs · Presentation

    Concepts, briefs and creative leadership for small teams and AI production projects, including presenting the work to stakeholders.

    Let's make something real

    Hiring for a design role, or planning a project? Send a short note with the context and timing and I'll get back to you.

    Talk about a roleTalk about a project

    Download my resume (PDF)

    Email

    hi@felipegasnier.com

    The fastest way to reach me.

    Location

    Helsinki, Finland

    Working in English and Portuguese.

    Elsewhere

    Send a message

    A role or a project, and your timing if you have it.