We make humans matter.
Pioneers in understanding people — and turning that understanding into real-world impact.
Our work is shaped by one conviction: that meaningful change starts with understanding the people involved
Our founder
imagio.north was founded by a deep believer in one idea: that better understanding people leads to better outcomes — for everyone involved.
With a background spanning human-centered design, innovation, healthcare, and digital products, work has always focused on one question: What do people actually need — and why? That curiosity still drives every project today.
How we are different
We’re not a classic agency. And we’re not a traditional consultancy.
What sets imagio.north apart is the way we combine deep human insight with the ability to create game-changing solutions.
![Portrait of [Full Name], [Role] at imagio.north, human-centered innovation expert](https://imagionorth.com/wp-content/uploads/2026/03/imagio-north_core-team.jpg "About")
— We go deeper than surface research
— We don’t rely on generic personas or assumptions
— We decode the why behind behavior
— We translate that understanding into gamechanging products, services, experiences, and systems that work in the real world
Our proprietary human insight engine, emotiva™, sits at the core of this approach — ensuring that everything we design is grounded in human reality.
Who we work with
We partner with organizations across industries.
What they have in common is not size or sector, but ambition: a desire to create something that truly connects with people.
health-
care
life
sciences
tech-
nology
consumer
brands
NGOs &
institutions
and many
more…
How we work with clients
We work closely, thoughtfully, and collaboratively.
Our role is not to impress with jargon or frameworks, but to:
— listen deeply
— ask the right questions
— challenge assumptions respectfully
— and help teams see things more clearlyWe believe the best work happens when insight is shared, not handed over
— and when clients are part of the thinking, not just the outcome.
We are superfriendly authentic humans
Founded in 2016 in Switzerland, we are designers, strategists, psychologists & technologists united by a single belief: every transformation begins with understanding human truth.
Dina Rey
Founder & Managing Partner
About Dina
Dina is an award winning strategic designer championing innovation and digitalization across the healthcare industries. Before founding Imagio North Star, Dina was the Global Digital Head for Hoffmann La Roche.
Dina is based in Basel, Switzerland.
Hans-Fredrik Gustafsson
Partner,
Project Director
About Hans-Fredrik
Hans-Fredrik is a Computer Scientist and Wellness Guru and has spent more than 20 years in the digital agency landscape specializing in Health Care. Before partnering at Imagio North Star, Hans was Director of Digital at the Ogilvy Advertising Agency in Paris.
Hans-Fredrik is based in Paris, France.
John Hackney
Advisory Partner
About John
John is an accomplished advertising executive running global accounts and regions global agency networks such as McCann, Y&R and more recently as CEO Europe for Havas Health&You.
He has run both regional and global accounts across many of the major industry sectors for companies such as Coca-Cola, Unilever, J&J, Diageo, Bacardi and Pfizer. Under John’s leadership, HH&Y Europe doubled in size (to 1500 employees) and revenue.
John is based in London, United Kingdom
Jeroen Aarden
Advisory Partner
About Jeroen
Jeroen is a digital pioneer with more than 20 years of experience leading digital innovation and transformation in the life sciences industry. He was the first to mastermind groundbreaking digital solutions in healthcare, with senior leadership positions at Novartis & Roche.
He is a strategic thinker with exceptional analytical skills and knows how to structure and simplify complex challenges, resulting in pragmatic, innovative digital products & platforms.
Jeroen is based in Basel, Switzerland
Lara
Ethnography,
CX Design Research
Amreen
CX/UX Design Research
Sandrine
CX Customer Experience
Strategy & Market Launch
Carita
CX Customer Experience / UX User Experience Design
Ulla
Advisory Consultant
Tanja
Netnography, Digital Research, Social Media Listening
Kathrin
Service Design
Jerry
Design Training & Workshop Facilitation
Vitor
Product Design
MJ Juilland
Behavioral Science
George
Mindfulness & Wellbeing Coaching
Christoph
Visual Storytelling
Doreen
Visual Storytelling
Doug
Customer Engagement Strategy & Creative
David
Digital Health Strategy
Trusted by companies of all sizes, from startups to major enterprises.
A final thought
If you believe that understanding people is the foundation of meaningful innovation — we’re likely aligned. If you’re working on something important and want it to truly resonate, we’d love to explore it with you.