The article discusses the roles of industrial designer in Finland. These include the designer as the creator, the designer in a team with mechanics and marketing and the designer as an end-user expert. The article notes how the government and the local actors used design to emphasize the national identity and improve the poor economical situation of the country. It highlights the design organization of Nokia Corp. which emphasizes multidisciplinary teams, inspiring environments and diversity to achieve the best possible innovations. It emphasizes the connection of past with the future as the role of in-house design.