About

The Intersection of Anthropology and Design

My practice bridges nearly two decades of design experience with an academic background in cultural anthropology. My studies at Tallinn and Tartu Universities focused on visual anthropology, sound studies, and philosophical anthropology, teaching me to look beneath surface trends to understand underlying cultural and institutional systems.

The Juur Philosophy

I treat the design process as an anthropological inquiry. Before opening Affinity, Figma, or After Effects, I seek to understand the foundational “roots” – the values, behaviors, and cultural context of an organization. This ensures that every visual system, spatial exhibition layout, or motion piece is a functional response to a systemic challenge, rather than fleeting decoration.

The T-Shaped Profile

I operate on a T-shaped professional model. I maintain a broad generalist foundation across visual identity systems, spatial exhibitions, editorial print, and UX/UI layouts, while concurrently expanding my practice into the intersection of motion and sound design. This combination allows me to help universities, foundations, and forward-looking institutions translate complex values into clear and impactful narratives that resonate with their audiences.

Lifestyle and Focus

To maintain the clarity of thought required to solve complex design problems, I rely on a disciplined daily routine of physical training and morning mindfulness practice. These aren’t just personal habits, but the foundation of the sustained focus, intent, and critical perspective I bring to every project.