I look for the space between
The space between strategy and soul, between a complex problem and a simple idea. Below is a selection of my work as a creative leader and senior art director.
In a world of expectations, we helped students choose an education for the right reasons: their own. A campaign for the future of Skåne—and for themselves.
Client: Region Skåne
How do you sell a complex innovation service to a global audience? By celebrating the one thing every innovator has in common: a fragile, brilliant idea that needs nurturing.
Client: Tetra Pak
When the world moves on, you're the one left with the chaos. This campaign reaches out directly to victims of crime struggling in the aftermath, creating awareness that help exists and that they are not alone.
Client: Brottsofferjouren
The challenge: launch a smartphone for the 55+ audience, an audience tired of being stereotyped. Our solution was a campaign that spoke not about age, but about the desire for smart, intuitive technology that simply works.
Client: Doro
In a category of rebels, we chose a different strategy: leading with intelligence. This campaign carved out a unique space for DUG by letting the genius taste be the hero, creating a premium and confident voice for a more discerning audience.
Client: DUG
To get more commuters on their bikes, we avoided lectures about health and the environment. Instead, we created a communication concept for Skåne's new "super highways" for bikes, using a playful and segmented approach that spoke to everyone from the "time optimist" to the "eco-warrior".
Client: Region Skåne
How do you give a world-leading industrial brand a human heart? For HAKI, we created a powerful new identity that balanced their engineering precision with a clear, human-centric commitment to safety—reminding the world that behind every structure is a person who deserves to be safe.
Client: HAKI
How do you modernize a 150-year-old institution without losing its soul? By discovering that education isn't about delivering courses - it's about growing the people tomorrow's society needs.
Client: Hvilan
