Brand & Creative Director

Brand strategy ends up in decks. Creative work gets made without one. I work across both, as Brand & Creative Director. I set the brand direction, develop the concepts and stay in the work through branding, campaigns, film and production.

Work

  • Brand Launch & Campaign | 2021-2022

    The Challenge:
    Launch Elite's new luxury destination south of Stockholm, positioning it as a unique escape without competing directly with international resorts.

    My Role:
    As client lead, concept developer, and director, I created the positioning "Experience the Riviera 28 minutes south of Stockholm" – now integral to all brand communication. Directed launch film and photography spanning B2B and B2C, developing visual language inspired by Italian bella vita adapted to Swedish context. Led production from concept through final delivery.

    The Result:
    Distinctive brand position that drives both business conferences and consumer bookings. The concept continues as foundation for ongoing campaigns and has established Ad Astra as one of Elite's premium destinations.

  • Visual Strategy & Brand Transformation | 2021-2022

    The Challenge:
    Henkel, one of the world's largest chemical industry players, communicated with facts and specifications – not feelings. They needed to transition toward emotional connection with consumers while maintaining credibility in a technical category.

    My Role:
    As creative director and lead photographer, I developed new visual language and creative strategy in collaboration with their design agency. Shifted communication approach from what they do to why it matters. Led photography production for the first 50 assets, establishing creative foundation and visual system for global rollout.

    The Result:
    Initiated brand transition toward consumer connection and emotional engagement. Built scalable visual platform that enables markets worldwide to create consistent content. Established foundation for long-term brand transformation from B2B-focused to consumer-centric communication.

  • Brand Launch & Campaign | 2021-2022

    The Challenge:
    Launch one of the world's tallest wooden structures as a premium hotel destination in Northern Sweden. The brand needed to stand out in a market dominated by traditional ski resorts and adventure tourism – without relying on facility features.

    My Role:
    As creative lead and director, I developed the brand concept "In close collaboration with nature" and led the integrated launch campaign. Directed brand film and led photography production, creating visual language that positioned the hotel as an experience rather than accommodation. Led all creative output from positioning to final delivery.

    The Result:
    Created distinctive market position that established The Wood Hotel as one of Northern Sweden's most talked-about destinations. The film and visual platform continue to drive bookings and brand recognition, differentiating the property in a competitive luxury market.

  • Brand Films | 2024-2025

    The Challenge:
    Fagerhult needed to elevate their positioning beyond functional lighting products – showcasing their expertise in human-centric design rooted in Swedish nature and sustainability. The brand required emotional storytelling that connects lighting innovation with well-being.

    My Role:
    As client director and creative lead, I developed the creative strategy with agency Grand Public and led production of two brand films. Part one, "Light. Born out of Darkness," follows light through Swedish winter landscapes. Part two, "Light. For Human Well-Being," explores summer days and sustainable work environments. Shaped the metaphorical narrative approach where light plays the leading role, positioning the films as visual homage to Swedish light's unique qualities.

    The Result:
    Created distinctive brand storytelling that positions Fagerhult as pioneer in lighting design grounded in nature and sustainability. The films shift perception from product manufacturer to thought leader in human-centric lighting, emphasizing deeper impact beyond functional specifications.

  • Brand Film & Communication Strategy | 2023

    The Challenge:
    Granitor Systems powers industries and infrastructure across the Nordics – yet remains largely invisible. They needed to showcase expertise, build internal pride, and make their impact visible to clients and talent.

    My Role:
    As communication strategist and director, I took the concept "It may not be visible, but it's highly noticeable" and translated it into a brand film connecting everyday moments with Granitor's unseen impact. Led the creative direction from strategy to final cut, directing scenes in challenging environments – including closing one of Sweden's longest tunnels and filming above an 800-degree steel cylinder.

    The Result:
    A film that resonates across the organization and industry. Created visual presence that builds both employee pride and client recognition. The work continues as ongoing brand platform.

  • Campaign Film & Production | 2024

    The Challenge:
    Translate Granitor's abstract brand promise "boundless collaboration" into tangible, entertaining storytelling that makes their invisible work visible and engaging for a broader audience.

    My Role:
    As creative director, client director, and director, I led the creative development with agency Kid, refining the concept and developing the narrative approach. Directed campaign film blending real-world locations across Stockholm with VFX – from constructing a flickering bus stop to designing a friendly robotic arm. Led all production decisions to ensure creative vision aligned with brand message.

    The Result:
    Campaign that transforms complex industrial concepts into accessible visual narrative. Increased brand awareness and audience engagement by making Granitor's unseen collaborative work tangible and entertaining. Demonstrated how strategic creativity can bridge the gap between B2B reality and consumer connection.

Granitor

  • Brand Strategy & Creative Platform | 2022-2025

    The Challenge:
    Granitor Group plays a vital role in Nordic industry and society – rock, concrete, asphalt, contracting – but few understand who they are or what they stand for. They needed unified identity across multiple companies and clear positioning in a commoditized market.

    My Role:
    As creative director and client lead, I developed the creative strategy and unified brand voice across Granitor's portfolio. Shifted all communication from what they do to why it matters – positioning them as builders of society's foundation. Directed brand films, led photography production, developed visual language, and continue to lead ongoing campaigns.

    The Result:
    Established distinctive brand position that differentiates Granitor in market. Strengthened internal pride across companies, unified group identity, and built measurable awareness among clients, talent, and industry stakeholders. Work continues as long-term strategic partnership.

  • Campaign Film & Production | 2024

    The Challenge:
    Translate Granitor's abstract brand promise "boundless collaboration" into tangible, entertaining storytelling that makes their invisible work visible and engaging for a broader audience.

    My Role:
    As creative director, client director, and director, I led the creative development with agency Kid, refining the concept and developing the narrative approach. Directed campaign film blending real-world locations across Stockholm with VFX – from constructing a flickering bus stop to designing a friendly robotic arm. Led all production decisions to ensure creative vision aligned with brand message.

    The Result:
    Campaign that transforms complex industrial concepts into accessible visual narrative. Increased brand awareness and audience engagement by making Granitor's unseen collaborative work tangible and entertaining. Demonstrated how strategic creativity can bridge the gap between B2B reality and consumer connection.

  • Brand Film & Communication Strategy | 2023

    The Challenge:
    Granitor Systems powers industries and infrastructure across the Nordics – yet remains largely invisible. They needed to showcase expertise, build internal pride, and make their impact visible to clients and talent.

    My Role:
    As communication strategist and director, we took the concept "It may not be visible, but it's highly noticeable" and translated it into a brand film connecting everyday moments with Granitor's unseen impact. Led the creative direction from strategy to final cut, directing scenes in challenging environments – including closing one of Sweden's longest tunnels and filming above an 800-degree steel cylinder.

    The Result:
    A film that resonates across the organization and industry. Created visual presence that builds both employee pride and client recognition. The work continues as ongoing brand platform.

Roles

Interim Head of Brand & Marketing
Leading brand and marketing work from repositioning to campaign execution.
Building teams or working hands-on.

Creative Director
Strategic and creative leadership. Brand platforms, campaigns, films.
With your team or your agency.

Clients

Swish, SAS, Tibber, Granitor, Postnord, Mercedes-Benz, Henkel, Ramundberget, UNICEF, Elite Hotels.

Topics

Brand transformation, creative leadership, and AI in creative work. How to build brands that drive business and connect emotionally.