Helena Veidenbaum

Designer of Public Services / helena.veidenbaum@gmail.com

About

Hello, I'm Helena and below are some of my selected design works. Currently you can find me designing public services at the Government Office of the Republic of Estonia. I am curious and empathic people's person driven by the best user experience and interested to learn new aspects of design, innovation and technology. My previous work experience includes managing design projects at Velvet in Tallinn, internship as a graphic and UI designer at Clothia Inc in San Francisco, package design as a freelance designer and more than four years of working as a creative producer in 2D/3D animation production company SmileMotion, in Tallinn. I am interested in innovation, technology and design and how we can combine the three in various projects. I enjoy hiking in the nature and going to live music events.

Resume

Education

M.Sc Degree in Design & Engineering

Tallinn University of Technology / Estonian Academy of Arts
Master of Science in Engineering
Human-centered design, design research, product development, prototyping

September 2012 - June 2014

B.A. Degree in Interior Decoration

Estonian Academy of Arts
Bachelor of Arts in Humanities
Graphic design, interior design and decoration, product design, fine arts, photography

September 2008 - June 2012

Work

Designer of Public Services

Government Office of the Republic of Estonia

Designing public services, leading service design projects, working with ministries and government office to bring human-centered design methods, knowledge and mindset to public sector representatives.

June 2018 - present

Design Account Manager

Velvet OÜ

Design project management, leading the design team, creative thinking and directing. Working with B2B companies, governments, international corporations and startups.

November 2014 - June 2018

Graphic Design and UI Design Intern

Clothia Inc

Graphic design and user interface design for iPad application, suggesting user experience improvements.

June 2013 - August 2013

Freelance Designer

Vürtsid OÜ

Product package design, logo design, cardboard package layout design, tin can package design, user manual.

June 2012 - January 2013

Project Manager / Creative Producer

SmileMotion OÜ

Project management, planning, budgeting, meeting deadlines, work flow, client communication, producing film clip castings and shootings, outsource music and audio engineering.

March 2008 - September 2012

Reporter for Seven o'clock News Program

TV3 AS

Interviewing people for daily matters, reviewing material, writing news stories, editing and recording voice over text.

November 2007 - March 2008

Works

Dafad logo
IDENTITY

Dafad Branding Concept

Identity with logo design for a NFC-related consulting firm. Dynamic logo reflecting the mentality of the company.
Supervisor: Ionel Lehari
Estonian Academy of Arts 2012.

shipit! logo
IDENTITY

Shipit! Branding Concept

Logo and concept design for person-to-person delivery service built during Garage48 hackathon weekend. I designed the logo and prepared the marketing materials. With Enelin Paas, we came up with the hashtag #shiphappens and the concept for the campaign. Our team won Prototron TOP20 special award.
2014

POSTERS

Red Cross Campaign Help Japan

11/03/11 the world was shocked by the 8.9-magnitude quake in Japan, which was followed by a destructive tsunamis. This series of events gave impulse to design posters which support the victims of this natural disaster.
Supervisor: Ionel Lehari
Estonian Academy of Arts 2012.

Identity & Packaging

Vürtsid Package and Logo Design

Package and logo design for spices company Vürtsid OÜ, operating in Estonia.
Logo co-author: Eero Otsus.
Supervisor: Raido Laasi
Estonian Academy of Arts 2013

Helena Veidenbaum Master Thesis research and development project
Product Design

Master Thesis research and development project

Research and development project about human’s physiological need to urinate in various situations where conventional restrooms are not available is the theme of my Master Thesis Altering Human Behavior by Design.
Supervisors: Ruth-Helene Melioranski, John Usher
Opponent: Lylian Meister
Tallinn University of Technology 2014

Kitchen for Elderly
Product Design

Kitchen for Elderly

User-centered design project in co-op with AS Arens Mööbel.
Co-authors: Triin Kook, Kerstin Oppe, Madeline Callanan, Rebecca May, Anfisa Bogomolova, Larissa Frosch, Chen Zhang, Meng Zhou, Kirill Andreitšuk, Guillaume Speurt, Alexis Terree, Ender Özgün and Afshin Hasani.
Supervisors: Martin Pärn, Aivar Habakukk, Juhani Salovaara, Henrik Herranen
Tallinn University of Technology 2013

Product design

Winter push bike Skicker

Through user-centered design process we created prototypes of winter push scooter that has both a ski and wheels that can be changed as needed.
Co-authors: Janno Nõu, Triin Kook, Kirill Andreitšuk, Guillaume Damien Nicolas Speurt and Samy Libsig
Supervisors: Martin Pärn, Sven Sõrmus, Janno Siimar, Niti Bhan and Henrik Herranen
Tallinn University of Technology/ Estonian Academy of Arts 2012-2013

Poster

Poster for Estonian Academy of Arts, Open Academy, 15th anniversary

Poster design for Estonian Academy of Arts, Open Academy anniversary event.
Supervisor: Andrei Kormašov
Estonian Academy of Arts 2012

Graphics

Hot Air Balloon Festival visuals

Logo, festival banner and poster design for conceptual festival.
Supervisor: Heino Prunsvelt
Estonian Academy of Arts 2010

Graphics

Trismile exhibition stands

Exhibition stands design project for triathlon club Trismile.
Supervisor: Raido Laasi
Estonian Academy of Arts 2011

Project

News studio

Conceptual news studio interior design for Estonian Public Broadcasting.
Supervisor: Ivi Piho
Estonian Academy of Arts 2010

Project

Christmas window decorations for Werner Cafe

Creating transparent window display decorations, fixing coffee cups and saucers to both sides of Plexiglas circles. Filling window niches with cups, plates, mugs and LED-lights.
Supervisor: Inessa Josing
Estonian Academy of Arts 2011

Project

Three dimensional wall solution

Handmade wall texture from silk paper. Inspiration from stalactites and stalagmites from limestone caves.
Co-author: Siim Adamson
Supervisor: Inessa Josing
Estonian Academy of Arts 2012

Interior project

Apartment interior decoration project

Interior decoration project for 55 square meter apartment in Tallinn, Estonia with objective to change spatial planning and create more open space.

Interior project

Cafe interior decoration project

Cafe interior projection with aquarium, wine bottle storage system inside stairs and colorful chairs.
Supervisor: Signe Stokas
Estonian Academy of Arts 2011

Interior project

Office interior decoration project

Office interior projection with open space layout, partition walls with shelves, glass walls, sliding doors, cork flooring, modest color scheme to create minimal and traditional impression.
Co-author: Marie Järvet
Supervisor: Urmas Luure
Estonian Academy of Arts 2011

Product design

Table lamp

Translucent lamp made of plastic sheet material.
Supervisor: Urmas Kaldoja
Estonian Academy of Arts 2009

Product design

Wooden coat-rack

Wooden coat-rack made of 20mm particleboard that is leaning on wall and stabilized by it's own weight. Overall dimensions:
1750mm x 350mm.
Supervisor: Urmas Kaldoja
Estonian Academy of Arts 2009

Product design

Ceramic mugs

Handmade ceramic mugs.
Supervisor: Kersti Laanmaa
Estonian Academy of Arts 2011

Product design

Wooden puzzle

Wooden puzzle with abstract shapes for kids.
Supervisor: Raimo Sau, Rein Erdel
Estonian Academy of Arts 2011

Product design

Wallet

Handmade leather wallet created by marbling technique, weaved with wax cord.
Supervisor: Ivi Laas
Estonian Academy of Arts 2010

Fine arts

Composition

Color and monochrome dynamics works created with aerosol spray paints.
Supervisor: Urve Küttner
Estonian Academy of Arts 2009

Photo

Photographs

Photographs from various locations from 2010-2011.

Photo

Photo series

Photographic series from Tartu Running Marathon.
Supervisor: Reimo Võsa-Tangsoo
Estonian Academy of Arts 2010

Fine arts

Drawings

Charcoal, pencil and black ink drawings.
Supervisors: Mall Nukke, Marju Vaher
Estonian Academy of Arts 2009-2012

Fine arts

Paintings

Acrylic paintings of various compositions and locations.
Supervisors: Marju Vaher, Lii Pähkel, Flo Kasearu
Estonian Academy of Arts 2009-2010

Dafad Branding Concept

Identity with logo design for a NFC-related consulting firm. Dynamic logo reflecting the mentality of the company.

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Shipit! Branding Concept

Logo and concept design for person-to-person delivery service built during Garage48 hackathon weekend. I designed the logo and prepared the marketing materials. With Enelin Paas, we came up with the hashtag #shiphappens and the concept for the campaign. Our team won Prototron TOP20 special award.

Close

Red Cross Campaign Help Japan

11/03/11 the world was shocked by the 8.9-magnitude quake in Japan, which was followed by a destructive tsunamis. This series of events gave impulse to design posters which support the victims of this natural disaster.

Close

Vürtsid Package and Logo Design

Package and logo design for spices company Vürtsid OÜ, operating in Estonia.
Logo co-author: Eero Otsus.

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Poster for Open Academy 15th anniversary

Poster design for Estonian Academy of Arts, Open Academy anniversary event.

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Hot Air Balloon Festival visuals

Logo, festival banner and poster design for conceptual festival.

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Trismile exhibition stands

Exhibition stands design project for triathlon club Trismile.

Close

News studio

Conceptual news studio interior design for Estonian Public Broadcasting.

Close

Christmas window decorations for Werner Cafe

Creating transparent window display decorations, fixing coffee cups and saucers to both sides of Plexiglas circles. Filling window niches with cups, plates, mugs and LED-lights.

Close

Three dimensional wall solution

Handmade wall texture from silk paper. Inspiration from stalactites and stalagmites from limestone caves.

Close

Apartment interior decoration project

Interior decoration project for 55 square meter apartment in Tallinn, Estonia with objective to change spatial planning and create more open space.

Close

Cafe interior decoration project

Cafe interior projection with aquarium, wine bottle storage system inside stairs and colorful chairs.

Close

Office interior decoration project

Office interior projection with open space layout, partition walls with shelves, glass walls, sliding doors, cork flooring, modest color scheme to create minimal and traditional impression.

Close

Winter push bike Skicker

Through user-centered design process we came up with the idea of making ordinary push-scooters multifunctional for children who live in areas with snowy winters. Creating Skicker prototype that enables kids to continue using their transport of choice in winter: it has both a ski and wheels that can be changed as needed.

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Table lamp

Translucent lamp made of plastic sheet material.

Close

Wooden coat-rack

Wooden coat-rack made of 20mm particleboard that is leaning on wall and stabilized by it's own weight. Overall dimensions: 1750mm x 350mm.

Close

Ceramic mugs

Handmade ceramic mugs.

Close

Wooden puzzle

Wooden puzzle with abstract shapes for kids.

Close

Wallet

Handmade leather wallet created by marbling technique, weaved with wax cord.

Close

Composition

Color and monochrome dynamics works created with aerosol spray paints.

Close

Photographs

Photographs from various locations from 2010-2011.

Close

Photo series

Photographic series from Tartu Running Marathon.

Close

Drawings

Charcoal, pencil and black ink drawings.

Close

Paintings

Acrylic paintings of various compositions and locations.

Close
Helena Veidenbaum M.Sc thesis project Helena Veidenbaum M.Sc thesis project Helena Veidenbaum M.Sc thesis project Helena Veidenbaum M.Sc thesis project

Product Design

Master Thesis research and development project
Research and development project about human’s physiological need to urinate in various situations where conventional restrooms are not available is the theme of my Master Thesis Altering Human Behavior by Design. Human’s Physiological Urge to Urinate in Unexpected Situations. As we all have the physiological need to urinate several times a day, it can be way more complicated when you are stuck in traffic, are a professional truck driver, depend on a wheelchair in your everyday life, have to lay in bed due to a medical condition, or live in refugee camps or areas without adequate sanitation whatsoever. Through human-centered design, identifying and understanding human needs in different contexts was the foundation for the concept proposal for solving this problem area for females (including female truck drivers) and proposing a re-usable camouflaged bottle with flexible inserted part made of medical polymer for urination in those situations.
Supervisors: Ruth-Helene Melioranski, John Usher
Opponent: Lylian Meister
Tallinn University of Technology 2014

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Product Design

Kitchen for Elderly
User-centered design project of Kitchen for Elderly in cooperation with the largest kitchen manufacturing company in Estonia, AS Arens Mööbel. User research at home environment and in public spaces of nursing homes offered valuable insights into how older people use their kitchen space. We were initially three smaller teams (beside me, also Triin Kook, Chen Zhang, Kirill Andreitšuk and Afshin Hasani) where each team proposed their separate concept ideas and early prototypes for the starting point to the final development of the concept. Our team’s concept and prototype included corners to lean on with the moving chopping board that helps elderly with less hand strength to move the prepared food easily to the stove. After analysis and synthesis of the three proposed concepts, we were able to merge different ideas together into one concept and build the final prototype with the help of the company.
Supervisors: Martin Pärn, Aivar Habakukk, Juhani Salovaara, Henrik Herranen
Co-authors: Triin Kook, Kerstin Oppe, Madeline Callanan, Rebecca May, Anfisa Bogomolova, Larissa Frosch, Chen Zhang, Meng Zhou, Kirill Andreitšuk, Guillaume Speurt, Alexis Terree, Ender Özgün and Afshin Hasani.
Tallinn University of Technology 2014

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Contact

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