With over 25 years immersed in the creative world, I’ve worn many hats – from graphic designer to art director and even studio manager. I’ve danced through advertising agencies, in-house teams, and even started a couple of my own ventures. This journey’s been a wild ride, covering everything from dreaming up products to crafting advertising campaigns, and everything in between.

I’ve got a bit of a soft spot for Art Direction and Graphic Design. It’s been my passion for decades, especially in the realms of fast-moving consumer goods, art, sports, and fashion. When it comes to projects, I’m all about finding creative solutions that work, no frills attached. I’m not about chasing prestige – I’m about making things happen for my colleagues, clients, and end-users.

Now, let’s talk design. I’m all about sweating the small stuff, the nitty-gritty details. Typography and details? I believe it’s the secret for making messages pop. In today’s hustle and bustle, these elements are sadly often overlooked, but trust me, they’re the unsung heroes of great design. Every project I tackle gets a hefty dose of craftsmanship – it’s the magic that makes it stand out. And I also really enjoy inspiring and mentoring the next generation of creatives. I want to pass the torch and encourage them to embrace the heart and soul of design and to care for the details in it. This passion for precision in design will keep the creative spark alive for generations to come.

I’ve had some fantastic jobs at renowned Swedish advertising agencies. Global campaigns for big players like Ericsson Mobile, Vodafone and IKEA. Award-winning projects for Spendrups, Eurocard, and more…

Then there’s my time at H&M, where I worked with the graphic identity, launch new collections and store openings that left a mark on the fashion scene. I kicked it off in the 90s with JC with denim and youth fashion, and later into haute couture, helping the visionary Fadhi El Khoury Couture with a graphic identity and more.

And let’s not forget the fine arts scene. I’ve crafted unique books and catalogs for the likes of Lena Cronquist, Marguerite Duras, Ernst Billgren, Lee Hall and others. Some even scored a few well-deserved awards.

As an Art Director for a few years at Daniel Wellington, I enjoyed being a part of their success story and successful influencer marketing. I did global campaigns for watches and accessories in multiple channels with a clear social media strategy combined with offline marketing for retail.

In 2019, I dove into a venture that merges passion with fashion. We’re all about bringing trends from the runway to the sports field, crafting custom jewelry and merchandise. Working with football giants like FC Barcelona, Chelsea and Liverpool has given me a front-row seat to the sports world, from concept, licensing to retail and end consumer.

And more exciting ventures to come… stay tuned!