Porfolio

As a creative director, I am responsible for defining and establishing artistic visions and creative strategies for the organizations I work with and to lead the processes pertinent to these strategies.

This work demands a strong business acumen and Creative Directors continuously need to educate themselves in the latest theoretical and practical methodologies of marketing, graphic design, photography and film, web design and development.

While many CDs have expertise in one or two of these areas, I have specialized in all to fully comprehend the opportunities and limitations of today’s multi-disciplinary marketing landscape and to have the expertise necessary to assess work delivered by all competences in my teams.

The following section presents a brief selection of projects related to my fields of expertise and professional practice.



Magazine Publication
LET
Publisher & Editor-In-Chief;
2003-2005

LES ENFANTS TERRIBLES (LET)

Publisher & Editor-In-Chief | 2003-2005

As the editor-in-chief of LET, my goal was to create an easy accessible politically independent lifestyle and news magazine that would appeal audiences that normally wouldn't read articles about politics.

With LET we worked hard to present serious, challenging topics in a way that our readers would find accessible and engaging. As an example, we did a feature on street fashion in Paris during the riots where the street models provided their insights and commentary on the situation, something we repeated in Lebanon just before the 2006 war.

Download a copy of the magazine here »

Magazine Publication
Sunday Magazine
Founder & Editor-In-Chief;
2002-2004

Sunday Magazine

Founder & Editor-In-Chief | 2002-2004

Sunday Magazine is the most comprehensive editorial project I’ve ever worked on.

In charge of daily operations, advertising, sales, marketing and art direction, I also worked with the editorial team producing photography and articles.

Japan Tobacco International acquired Sunday Magazine less than 12 months after it was launched. I remained editor-in-chief for another year.

Read a digital copy here »

Magazine Publication
Meny
Publisher & Editor-In-Chief;
2001-2005

Meny

Publisher & Editor-In-Chief | 2001-2005

Meny started in 1999 as a B2B magazine for the Scandinavian restaurant- and hotel industry. After I had become the editor-in-chief 2001 the magazine was re-launched as a consumer magazine distributed in magazine stands on Sweden's best restaurant.

With Meny my goal was to create a fun and accessible publication about food, restaurants and nightlife and when I left 2004 Meny was the leading restaurant magazine in Scandinavia.

Download a copy here »

Magazine Publication
Bon Magazine
Co-founder & Publisher
1998-2001

Bon Magazine

Co-founder & Publisher;
1998-2001

Bon is a leading scandinavian fashion publication.

Co-founding the magazine in 1998, I was the publisher until 2001 responsible for daily operations and relations with key advertisers including Gucci, Vercachi, Armani and Helmut Lang.

Bon was voted Magazine of the Year in 2000 and the same year the magazine was acquired by the world renown music producer Max Martin, most known for his work with artists like Britney Spears, Back Street Boys, Bon Jovi and Céline Dion.

Read a digital copy here »

Royal Opera House
Marketing Campaign
Creative Direction / Art-direction / Photography

Royal Opera House

Creative Direction

The Royal Opera House is one of the world’s leading opera companies.

Based in the iconic Covent Garden theatre, it is renowned both for its outstanding performances of traditional opera and for commissioning new works by today’s leading opera composers.

Similar to many of the world’s leading ballet houses, the Royal Opera Ballet finds their audience not as diverse as the population as a whole and that in particular young people are underrepresented among their visitors. Engaging more young people to be part of their audience is vital not only to ensure the long-term survival of the Royal Opera; but even more importantly, to ensure the survival of ballet as a prospering art-form.

With the goal to dispel the preconceptions about ballet and to encourage a young, culturally engaged audience between twenty to thirty to try ballet for the first time, I was invited to create a new conceptual concept and marketing strategy that would help them achieve this goal:


Based on in-depth conceptual research the campaign concept was built around the idea of inviting thought leaders in the domains of music, art, film and fashion to produce a ballet performance under the banner of C/O Royal Opera House.

While each invited guest producer would be given almost totally free hands in executing their performances they had to frame their work in one of the following themes: Love, Passion,Serenity, Lost

My final deliverables to the campaign of which some are presented on the links below included: campaign concept and thematics; print and digital adverts; a campaign website; extensive functional- and usability testing and a campaign portal with all assets of the campaign easily accessible to all members of the Royal Opera's marketing team:

Campaign concept »
Campaign portal »

Wiley Books
Educational design
Typedia

Typedia

Typographic training system.

Typedia is a learning platform and typographic identification system for students of typography and professional graphic designers

The system which can be pre-ordered will be publically available to educational institutions of graphic design and typography from January 2021 and was created out of a personal need to be able to accurately examine and compare different typefaces and their unique characteristics.


logo

Traditional educational literature on typography does not enable learners to analyse typefaces side-by-side which is essential when studying typography.

To solve this problem Typedia is based on a system where type specimens are presented on movable cards making it easy to compare sometimes almost invisible distinctions between typefaces from the same class and which only become apparent seen juxtaposed.

The Typedia system also comes with a lightboard enabling close-up studies of the type specimens, flashcards and a type identification/memory game with 1.000 cut-out letters.

The Typedia system is presented below. A complete presentation can be downloaded here »


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Pernod Ricard International
Customer Magazine
Art Direction
Newspaper

Newspaper design

Pernod Ricard International

For distribution in bars all around the world, Pernod Ricard International wanted an engaging magazine to tell the story of the prohibition era and to promote classic cocktails.

An indepth study of newspapers published between 1890 and 1935 resulted in a final design with a 1930s look. To incorporate drink recipes I also designed ten different adverts with a design grounded in the epoque of the Prohibition era:

Newspaper Newspaper

Jameson Whiskey
Advertising Campaign
Art-direction

Art Direction

Jameson Whiskey

To market classic cocktails Pernod Ricard International needed a range of adverts to be run in newspapers and magazines all around the world which I was commissioned to design.

Studying the graphic language of adverts from the 1920's and the prohibition era, I created seven different ads which were published in multiple markets.

Jameson Advert Jameson Advert Jameson Advert Jameson Advert Jameson Advert Jameson Advert Jameson Advert

VOOFII.COM
Logotype
Art Direction
Voofii logo

Logotype

Voofii.com

The requirments for the Voofii logotype was a versatile two-tone design that should communicate that Voofii was a pet-platform for all kinds of animals.

Designing the logotype I followed a test-driven process where each design iteration was validated with perception tests. The final design presented here has a statistical significant approval rate of 86% and was defined by the target audience as fun, cute and smart.

Kahlúa International
Book production
Art-direction
Kahlua book

Book Production

Kahlua International

Kahlúa is one of the world’s most famous liqueur brands that you’ll find in almost any bar, anywhere in the world. Two of the main problem for the brand is that very few new Kahlúa-based cocktails have been invented in the last 30 years and that the general perception of Kahlúa is a connotation of the brand being a bit “boring”. In 2010, Kahlúa decided to start an extensive re-branding process for which I had the creative lead for campaign imagery in addition to also art-directing and leading the production of the campaign assets presented here.

To promote new Kahlúa cocktails and to repositioning the brand as young, global and trendy, I was commissioned to lead design- and production of a series of guide books to the world's trendiest cities with interesting articles about local fashion, restaurants and nightlife.

In addition to art-direction I also was the editor-in-chief, leading the editorial team of writers and photographers.

Read a digital copy here »

EU Regional Development Fund
Package Design
Art-direction
Chocolate box

Package Design

European Regional Development Fund (ERDF)

The 'European Regional Development Fund (ERDF)' is a fund to stimulate the economic development in the EU member states. To educate EU-policymakers about the member states gastronomic traditions the fund 2008 launched an initiative called 'Eurodream' for which I art-directed key creative assets.

When I was awarded the job of designing the Eurodream chocolate box, the brief stated that its cover had to include the map of Europe.

The truffles also had to be clearly identifiable so that there would be no doubt as to which country each truffle represented and the designs of the truffles also had to be simple to keep production costs down. Furthermore, each box where also to contain a booklet, which meant that the design had to be made so the lid could be properly re-closed after opening so the booklet was not to fall out when moving the box.

With all this in mind, I designed a box with no lid and where you instead slide the part containing the truffles in from the side. This meant not only a cheaper production process but also that the box could be re-closed with no risk of the book or the truffles falling out. To make it easy to identify which country each truffle represented, the country of the state it represented was embossed on the top.

As always when working with design for big organisations with numerous stakeholders that all have their personal preferences of what constitutes as good design, the biggest challange is to create a design that all stakeholders can agree with, which was also the case with the Eurodream project.

As part of the package design, I also created a booklet that was included in the box explaining the story behind each member states national flavour and truffle.

Packshots Packshots

Linotype LTD
Paper Engineering
Art-direction
Book

Paper Engineering and Book Design

Linotype LTD

With a career lasting almost 50 years, Adrian Frutiger is one of our time’s most influential type designers.

Almost anyone who owns a computer has one or more of his typefaces installed, and even though most people don’t know him by name, we get influenced by his work every day reading magazines, surfing the web or finding our way on the subway.

Working as a graphic designer Adrian’s typefaces has become something of a bread-and-butter in my designs. His typefaces are not only beautiful, but they are also extremely well made and often have large font-families making them an excellent choice when designing work with complicated hierarchies like magazines, brochures or annual reports.

To celebrate Adrian’s work Linotype; one of the worlds largest typfoundries decided to publish a book about his life and work.

Having been facionated by pop-up books since I was I child but never gotten the opportunity to learn the trade or being offered to work on a paper-engineering project, I decided to design the book as a 'pop-up' that would allow the reader to study Frutigers most important typefaces in 3D.


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Japan Tobacco International (JTI)
Package Design
Art-direction
Chocolate box

Package Design

Japan Tobacco International (JTI)

Young, naive and thoughtless, I got asked to design a new cigarette package for Commerce cigarettes owned by Japan Tobacco (JTI), one of the worlds largest tobacco manufacturers. This is the only project in my career I regret having done!

On the one side, I feel very proud that it was me JTI asked to design the new Commerce package after their agency, which at that time was one of the world's largest, was not able to deliver a design they were happy with. I am, however, extremely embarrassed for having worked with a tobacco company and just to make one thing very clear; if you work in the tobacco industry, don’t even bother to contact me for work. I don’t smoke and I have no ambition in helping any company in designing products that kill people.

This project, however, thought me a lot about working with design for products targeting multinational markets and how to work with legislators in the design process. I also learned how to work with stakeholders from more than one country and with different cultural backgrounds and design preferences.

Packshots

Artgazette.com
Web Design
Screendump / artgazette

Web Design

Artgazette.com

A major problem for small art-galleries is to find ways of selling and marketing their art to buyers on the international market. Art Gazette wanted to solve this problem by offering a platform where art galleries would be able to sell art and promote exhibitions to buyers all around the world. We also aimed to build the world’s largest database of contemporary artists, where the artists themselves would be able to sell their work directly to buyers without a middleman.

As the creative director my goal was to create a playful design which grounded in the art sold on the site.

Screendump / Artgazette.com Screendump / Artgazette.com Screendump / Artgazette.com Screendump / Artgazette.com Screendump / Artgazette.com

SUP
App design
mobile phone

App Design

SUP

Richard Branson called SUP "UK's hottest new social app to alert you when a friend is around".

The app enabled its users to locate friends nearby and to let them know you wanted to meet for a coffee or a drink.

Sup had a fantastic initial growth curve and received lots of excellent press all around the globe. In 2015 I created a growth strategy for Sup that was grounded in initiating collaborations with large community networks, music festivals and sports event. As part of this strategy, I also developed a new design for the app.

Below you find my re-design of the app in an interactive demo. Highlighted elements in the images are clickable!

Interactive demo »

Pernod Ricard International
Product photography
Spirit bottle

Wine and spirits photography

Absolut Vodka, Jameson Whiskey, Beefeater, Kahlua, Malibu Rum, Chivas Regal etc.

For more than half a decade before deciding that I did not want to built a career as a photographer, I shoot adverts and products for the worlds largest spirits brands.

At the botton of this page you find a few of the thousands of photographs I have shoot for the worlds biggest spirit brands and below you can watch a "behind the scenes" video from the campaign I did for the re-launch of Malibu Rum and Kahlua.

Image gallery (200 images) »

Nonstop Fitness
Campaign photography
Girl running in geneva

Photography

Various advertising campaigns for Nonstop Fitness.

Nonstop Fitness is Switzerland's fastest growing fitness chain.

In my current position as Nonstop's creative director I have, in addition to leading the brand strategic work, also have shot most photography to Nonstop Fitness advertising campaigns of which some can be viewed in the gallery below;

Image gallery »

Swedish Chefs Association
Campaign photography
A chef from the Swedish national culinary team

Photography

Swedish National Culinary team

Below is presented some of the portrait photos I have shoot for the Swedish National Culinary team.

The brief for this particular photo-shoot stated that they wanted an "un-conventional and fun photography concept".







Piolets d'Or
Campaign photography
An alpinist climber

Photography

Poster | Piolets d'Or

Piolets d'Or is the world's most prestigious alpinist award given to alpinists that have shown extraordinary bravery and sense of exploration of climbing the world's greatest mountain ranges.

As part of the 2015 awards, I was asked to shoot a portrait of Christian Trommsdorff, president of Piolets d'Or to be used for posters.

My main objective when photographing Christian was to create a beutiful portrait that would illustrate his love for the mountains and his vast experience working as a mountain guide, in addition to being easy applicable in print- as well as digital.

Alexander Osterwalder
Campaign photography
Alexander Osterwalder

Photography

Alexander Osterwalder

Alexander Osterwalder is the inventor of the Business Model Canvas and the author of Business Model Generation sold in more than a million copies and translated into 30 languages.

For his new book; Value Proposition Design, I shoot a range of portraits to be used for press material and marketing. My goal with the portraits was to draw focus primarily to the book and its title; and secondary to make the viewer curious about the author.

Jameson Whiskey
Campaign Photography
a bartender

Advertising Campaign

Jameson Whiskey.

Jameson Whiskey is on of the world's leading whiskey brands for which I have photographed multiple campaigns.

2010 I got commissioned to shoot a range of images to be used in adverts were Jameson was looking to re-connect to its roots. The photographs I shoot have a strong connotation of the '1930's Speakeasy' with a modern touch, and they came to be used by Jameson, not only in adverts but also in cocktail books and a range of different print medias.

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Fighter Magazine
Editorial photography
Fighter magazine cover

Editorital Photography

Fighter Magazine

Fighter Magazine is the world's leading publication about modern martial arts.

Below is presented portraits of some of the world's best female fighters which I shot in Thailand and Stockholm.

A matrial practitioner A matrial practitioner A matrial practitioner A matrial practitioner A matrial practitioner A matrial practitioner A matrial practitioner A matrial practitioner A matrial practitioner

MUMM Champagne
Advetorial photography
A bartender sabering a bottle

Advertorial

Mumm Champagne

G. H. Mumm & Cie is one of the world's largest producers of Champagne, currently ranked 4th globally.

2005 I shot a range of public relations photographs that were used to promote that year's celebration of the 'new year' were Mumm told the story and the technique used for opening a champagne bottle with a sabre.

A bartender sabering a bottle A bartender sabering a bottle A bartender sabering a bottle A bartender sabering a bottle