Saab Annual & Sustainability Report 2022
Saab Showroom
Saab Showroom
Svenska Designpriset
Saab Brand portal
Saab Exhibitions
DSEI London 2019
Saab Capital Market Day 2023

Creating business value
through design leadership.

I drive and develop our design and brand communication regardless of
channel and/or product and act on design and brand issues globally.

Read more about my work at Saab.

2017- Brand Design Manager at Saab

Split the bill - not the experience.

I was a leading part in the creation of the payment solutions brand Ecster. Coming up with the name, brand strategy, brand platform, brand identity and communication concept - seize the opportunities in life. I also led the inhouse creative team as well as external partners.

2016-2017 Creative Brand Director at Ecster

Visual platform
Ecster appen
Handelsbanken Platinum

Tiny refurbishment
of a solid foundation.

I took the initiative to start the process of updating Handelbanken's visual identity together with the agency SWE. The logo was 'created' 40 years ago and needed a clean up. I was also creative director for all nineteen financial reports among other design and brand related matters such as redesign of credit and debit cards on all markets.

2011-2016 Head of Group Visual Communication at Handelsbanken

Evoke emotion and move
people to affection.

Combining strategy, aesthetics and creativity I help brands sharpen their presence, get noticed, remembered and talked about. On the list are brand identities, packaging design, brand experience concepts and more.

2001- Design and Brand Director at Mngsn Sthlm Dsgn

Mngsn Sthlm Dsgn
Happy Hydration
Teknik Magasinet
Balvenie Academy
Eat your Garden
Pick & Go
Gentlemens Monocle Gin


Father of three. Active,
happy and outdoorsy.

As a father of three in various ages you obtain the best leadership education in the world. I also try to live an active and healthy life with a lot of training and outdoor life - hiking and cycling. Music and fine art are an important part of my life as well.

Father of three
Father of three
Gravel biking in Girona
Wine tasting at Saab
Veal and potato cake
Aqvinum Nebbiolo label
El Celler de Can Roca

Wine is the only artwork
you can drink.

I have a great interest in food and wine and have studied through the
Wine & Spirit Education Trust (WSET 2) in London and WSET 3 via Restaurang- & Hotellhögskolan at the University of Örebro. I have led wine tasting for foreign dignitaries at Saab, I sketch wine labels in my spare time. Getting a WSET 4 in the future is also on the list.

Follow my wine journey on Instagram.