Design Philosophy & About

I'd like to share some thoughts about design, creating concepts and strategy. Further down I'll talk about what my work process usually looks like, and a little bit about my background.

I believe in keeping it simple. A problem might be complex, but the solution should be perceived as effortless. Good design is easy to understand and straight forward. 

Everyone has an opinion, or instinctive emotional response, to design. There's many studies on the psychology of how we react to color and visual elements. As I see it, digital design and art direction is a perfect balance between functionality (logic) and art (emotion). 

Design should always aim for progression. We should be inspired by trends but not follow them blindly. We should also look back into history. History will often give us an indication on what the next big thing is. 

When it comes to functionality, and making the right decisions, looking at data, making analyzes and testing can be crucial in vital parts of a project. Some smaller things should be quickly tried out to fail, or succeed. ▢

Work Process
Without clear understanding collectively about the decisions and strategic foundation in the project from the get-go, valuable time is often wasted on miscommunication, both internally and externally. Planning, and structure, is key to smooth sailing. You should also take into account that things might happen on the way and room for the unexpected is always a good idea when creating estimates. When starting a project the team should ask these questions to get on the right path;

What are the conditions in this project? 
Identify expectations from the client and/or internally.

How do we create a plan with our client? This includes a clear understanding from both parties on expectations, client involvement (i.e workshops, weekly updates), number of correction rounds and final delivery.

What and where are our client today? What do we want to achieve in this project?

What are the goals from a visual and strategic standpoint and how do we meet them?

How can we efficiently keep our deadlines and make great deliveries in this project? ▢

I was born and raised in Stockholm. I was encouraged to be creative from an early age and was given my first Canon camera at the age of 4. I also painted with pens, ink, acrylics and oil when I was a kid, and I still do.
After graduating high school I lived in London and New York for a couple of years, before returning to Sweden where I started working as a self taught photographer and writer for various magazines and sites. I also DJed for a few years but I was more enthusiastic than good.
In 2009 I went to study at Hyper Island in Karlskrona, and in 2010 I returned to New York to do an internship at StrawberryFrog. Following my internship I started a position at The Science Project as junior art director, and later I became visual designer at London agency Tobias and Tobias. For my full resumé, please have visit my LinkedIn. On a more personal note I cook a lot, mostly vegan but I'll have a steak now and then. I love dogs and I hope I'll have one of these soon. I have a blossoming interest for plants and have too many but also not many enough. If you have any questions, or just want to give me a puppy, please feel free to reach out. ▢



Ikea Sweden + Korea Young Design Week


NiceEasy Posters