I’m a Design Director with a passion for communication in every aspect. From purpose, story and language down to the tiniest detail of a character.
With a degree in Graphic Design and Advertising from Beckmans College of Design, I have worked with design agencies like Frankenstein and Bas ID and with clients like H&M, IKEA, DAY Birger et Mikkelsen, AMF, Sandvik, Axfood, Apoteket and to name a few.
—When a purpose aligns perfectly with the product, the product ultimately proves the purpose.
Being a part of evolving the Swedish grocery private brand market with Axfood Garant. Working closely with the client and watching the effect on sales, the reaction from customers and competing brands was extremely fulfilling. Both market leaders and private brands.
One of my favorite brands is a small local brand, Gårdssällskapet, who deliver ecological meat from local farmers. It’s a fine example of purpose aligning perfectly with the product, to the extent that the product ultimately proves the purpose.