Over 25 years
of experience and expertise

As an award-winning creative leader and strategist, I am passionate about communication and brand experiences that lead to both commercial and emotional change. My work is guided by a holistic and transparent process: Discover. Define. Develop. Deliver.

With over 25 years of experience, I work at the intersection of brand strategy and creative expression. Throughout my career, I have had the privilege of leading design and brand initiatives across a wide range of organisations — from B2B to B2C, listed companies to start-ups, banking and financial services, a global defence company, and even the small local vegan restaurant.

I am particularly drawn to organisations facing an inflection point in their brand journey.

I do my best work when I can lead with strategy, aesthetics, and creativity close to the business. I am experienced in change management involving multiple stakeholders, and I am comfortable taking on the roles of leader, challenger, motivator, advisor, and coach for both colleagues and external partners.

Simply put, I move freely across three closely connected areas, with emphasis shifting depending on the challenge: Strategy. Design. Communication.

Alongside my professional practice, I also lecture on brand, design, and marketing communication at Beckmans School of Design, Berghs SoC, and Forsbergs Skola.