Philosophy

I believe great creative work comes from understanding people deeply before making anything. My process starts with listening — to users, to stakeholders, to the market — and translates those insights into visual systems that feel inevitable rather than imposed.

Over the past ten years, I've directed brand identities, product design systems, and marketing campaigns for companies across fintech, health tech, and developer tools. The through-line is always the same: clarity over cleverness.

Services

• Brand Strategy — Positioning, messaging frameworks, and visual identity systems
• Creative Direction — Campaign concepting, art direction, and production oversight
• Design Systems — Scalable component libraries and brand governance documentation
• Workshop Facilitation — Brand sprints, naming sessions, and stakeholder alignment

Selected Clients

My work has shaped the visual identity of over 30 technology companies, including three that went on to successful IPOs. Notable engagements include a complete rebrand for a European neobank that increased brand recall by 62%, and a design system for a developer platform that reduced design-to-development handoff time by 45%.

Design is not what it looks like. Design is how it makes people feel about themselves.

Background

I studied graphic design in Stockholm and spent my early career at agencies in Copenhagen and Berlin before going independent. I hold a master's degree in visual communication from Konstfack and have taught brand strategy at Hyper Island.

When I'm not working, I photograph architecture across Northern Europe and maintain a curated newsletter on design culture with over 15,000 subscribers.