Back to school: A journey from designer to student again

“It has been over 10 years since I was a student. It almost feels too long ago ,” I found myself pondering. Yet, there I was, returning back to school to gain my master’s degree. And, to be fair, studying at the IDBM program felt the most logical step to reach my next goals as a designer. This is my story of how I became a student again.

Never say never

Activpet was my first major design update to reach the market created for Portuguese retail. Developed in 2014 while working at design agency Packlab.

In 2013, I completed my bachelor’s degree at the Lahti Institute of Design,

majoring in packaging and brand design. Back then, I was excited and so

ready to work. I sent out countless job applications, managed to get invited

to some interviews, landed first intern positions in London and Helsinki, and

finally got my first real position as a Packaging Designer here in Helsinki.

My largest portfolio update to date, the renewal of Kekkilä Garden’s soil and fertilizer range. Under my supervision, more than 120 products were redesigned. Developed in 2016-2018 while working at design agency Packlab.

During those first years, I had the opportunity to participate in various design projects, big and small. Briefs were given by global, established companies as well as up-and-coming start-ups launching their first products. These projects were my lessons in collaboration and teamwork in design. I realized that no great outcome happens in isolation, and it was the designers around

me who showed, again and again, how ideas became much better when pushed and built together.

Responding to the fast-changing markets in Nordics. In 2020, Say Seltzer became one of the first seltzer brands launched in Finland. Developed at Anora.

Eventually, I shifted from an agency to an in-house role. In 2020, I joined

Anora, a Nordic wine and spirits company, as a Graphic Designer. I wanted to

focus on a single industry and see the entire product journey all the way from

raw materials to the final product on a store shelf.

Collaboration is key. Together with Pentagon Design, Anora developed a new universal PET bottle range for its brands. Launched in 2022.

Working in an in-house team has given me the opportunity to move beyond

just doing design. I began collaborating more actively with external agencies

and helping shape the direction of design projects. And that’s when I started

thinking of what happens behind the design. What makes a good design process? How do you support it, from the first brief all the way to production?

These questions made me realize I was missing something. I wanted to better understand how to manage design projects, and how design fits into the broader business context. So, even though I once had ruled out the idea of more studying, I found myself checking university applications again.

The acronym of IDBM

I’d heard stories about the IDBM program for years. Many of my former packaging designer class mates did their master’s at the IDBM. They told me about this interdisciplinary master’s program where students from different backgrounds team up to tackle real-world challenges. Practical approach rooted in theory. Sounded exactly what I needed.

My current role has given me a glimpse into collaborating across disciplines. I felt that IDBM could offer me the best possible environment to go deeper. I could experiment more, learn new tools, and make mistakes along the way.

Expectation Management

One of the most important aspects of any design project is managing expectations – your own and the client's. The same applies to studying. Thankfully, all my expectations towards the program have been met, and even more.

I’ve pushed myself out of my comfort zone in ways I never expected. I’ve worked on projects far outside my core design skills and learned to look at problems from wider angles, thanks to peers with completely different mindsets.

One of the best things about IDBM is the people. It's an amazing opportunity to connect with like-minded individuals, collaborate, and occasionally present the projects. IDBM Challenge event, 2024.

One thing I hadn’t anticipated is how much uncertainty I’d need to tolerate. Design is inherently ambiguous, but when you work in truly interdisciplinary teams, that ambiguity multiplies. People see problems differently, collaborate differently, and value different stages of the process. What I’ve learned through this isn’t just about design, but about myself. Things like how I communicate, or respond to ambiguity, and how I adapt.

On top of that, the challenges we’ve tackled at IDBM are far from small. From the future of insurance to activating vacant commercial spaces, the projects are wide-ranging, which is exactly the kind of complexity I was hoping to experience.

Embrace the Uncertainty

Me and my personal manager. It's good to always have someone watching your back.

My first year at IDBM flew by faster than expected, and I have now begun the

second year. Motivated to proceed, I wanted to push myself even further out

of my comfort zone, both mentally and geographically.

In Autumn 2025, I moved to Tokyo to do an exchange semester at Musashino

Art University, and joined their Creative Thinking for Social Innovation

program. Through the exchange, I’m looking to deepen my understanding of

design processes, the role of empathy in design thinking, and how creativity

is fostered beyond European design frameworks.

All of my studies so far are helping me grow toward something bigger: my aspiration to become a creative leader who can shape and support the future through design. And perhaps most importantly, they’re helping me build the mindset and resilience to handle whatever uncertainty lies ahead.

Thanks.

Antti Ojala