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Creating business value
through design leadership.

Responsible for the management and execution of our brand and communication strategy into effective Saab brand experiences and design solutions that meet our marketing and business objectives.

2017- Brand Design Manager at Saab

Split the bill - not the experience.

I was part from the beginning creating the new payment solutions brand Ecster
- based on long-term earnings rather than short-term profits. 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


In Consid’s Digital influencer pod their CEO Peter Hellgren and I talk about the power of social media in a fast-paced digital society and the importance of recruiting key people. It was truly a privilege to participate among brilliant people.

Watch | Listen


Just a 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

Packaging design
Communication concept


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 mountainbiking. Music and fine art are an essential part of my life as well.

Wine tasting at Saab
Veal and potato cake
Tree Hotel

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. I am currently studying WSET 3 via Restaurang- & Hotellhögskolan at University of Örebro. I have led wine tasting for foreign dignitaries at Saab, I sketch wine labels in my spare time and have discovered my favorite grape Nerello Mascalese. Getting a WSET 4 is also on the agenda.

Follow my wine journey on Instagram.