I am a Design Director with 10+ years experience of working with brand identities and graphic design. I have a history of successful design and identity work for global brands such as Absolut, MTG, SCA, LKAB and the country of Sweden. I was part of the team behind the acknowledged brand identity for the country of Sweden, Design Director for sweden.se, the award winning digital brand identity and website for The Absolut Company and more.  

I honour simple, distinct and intelligent design, executed with precision and based on strong ideas and strategic thinking.
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I believe a digital focus is essential to successful branding. In the fast-changing digitalized landscape a visual identity needs to be more flexible than ever to stay relevant and consistent. Because digital is not only transforming businesses, but the brands themselves. Where we experience them, how we perceive them and the way we interact with them. This means we need to rethink how we define design strategies, formulate design principles and how a visual identity is best constructed.