Senior Art Director and creative consultant based in Stockholm
Building successful brands through aligned strategy and design
Brand strategy
Strategy is always the starting point. Who are you (and who do you want to be), who are your customers, why are you unique and why should anybody care? Without this foundation, the visual aspects of a brand will just be decorative and not relevant to your audience. The goal is to make the right people emotionally want to connect with your brand.
Example of deliverables:
Brand Platform,
Brand Voice Guidelines
Brand design
I design brands that speak directly to the hearts of your audience. Directly from the heart of your brand. Because people make decisions based on gut feeling and instinct, rather than logical thinking. The goal is a brand identity that is unique, cuts through the clutter and appeals to exactly the right people, but also an identity that is easy for you to use and maintain.
Example of deliverables:
Brand Identity Guidelines
Brand experience
With all the pieces of the puzzle in place, we can create unique and relevant brand experiences together. Your brand is everything you do, say and breathe, and we need to make sure that your brand values are carried through consistently, in all type of channels. But frankly, we also just want to create something really awesome, that we're all proud of.
Example of deliverables:
All sorts of assets, depending on the project (e.g. packaging, website, SoMe templates, brand photography, ads, books, signage, posters, merch… you name it)
Your branding should be:
Emotional
Because people make decisions on gut feeling.
High quality
Made with genuine craftmanship and attention to detail.
Unique
Cuts through the clutter and makes an impression.
Grounded
Based on solid strategy, to speak to your audience.
Functional
Easy to use (for you), easy to understand (for everyone else).
What I do
I run a one woman design studio, meaning that I work in the same way as I did for many years as an Art Director employed at advertising/design agencies, using the same process and ending up with the same result. I still work together with my large network of experts in different fields (developers, animators, copywriters, photographers, illustrators, content creators etc.) to accommodate every need that may arise during a project. But running my own show means we can skip the large overhead costs that come with an agency (project managers, creative directors, agency partners, expensive office spaces…). This way of working means that you don’t have to be a multi-million dollar company to be able afford high quality branding and design.
I specialise in brand identity (design and strategy) and packaging design. And, as a true foodie by heart, I also love any kind of food related project: Art Directing food photography , designing cookbooks or Art Directing/designing any food related content, including recipe creation.
Process
Working with me should be a smooth and enjoyable experience, which is why I’ve boilt down 15+ years of experience into a clear and solid process. For a typical Brand Identity project the process usually involves the following steps:
1. Understanding
Every project starts with understanding. Start-up meeting, and sometimes a workshop, to form a clear understanding of your business, your situation and the problem that we need to solve.
2. Research & Strategy
Discovering your business today: your environment, competitors, challenges, opportunities etc. Setting the strategy and creative direction for your business and for the project – a step that is vital for a successful brand identity project.
3. Creation/Design
This is where the fun starts! With all the pieces of the puzzle in place, we start boiling down all the insights that we gathered in the previous step to design concepts and sketches, guided by a clear concept.
4. Iteration
Sorting through all the experiments and sketches from the previous phase, testing and iterating, choosing and fine-tuning the design until we find the perfect solution.
5. Implementation
Once we have a final design, it’s time to start crafting all the assets and putting together the brand guidelines. This may entail collaboration with other experts such as photographers, illustrators, copywriters or web developers.
Selected clients
Arla Foods
Regeringskansliet
Tv4
Cancerfonden
Telia
Hemglass
Sandvik
HiQ
ASSA Abloy
Netonnet
KTH
Klein's Kitchen
Juristbyrån
Hyresgästföreningen
Skolporten
Pernod Ricard
Expandia
Martin & Servera
Zengun
Lantmännen
Årets Kock
Livsmedelsföretagen
Rullebo
Stockholms universitet
