I'm a brand designer and creative director with more than 25 years of experience helping companies build brands, digital products and design systems that are clear, consistent and built to scale.

I've worked with everyone from startups to global organisations, combining strategic thinking with hands-on execution. My approach is simple: understand the business, simplify the complexity, and create design that solves real problems.

For nearly 15 years I was part of Ericsson's Global Brand team, where I led the development of the global design system, supported major rebrands and helped build creative teams across Europe and India. Earlier in my career, I spent many years helping shape Houdini Sportswear into one of Sweden's leading outdoor brands.

Over the years I've partnered with companies including Bentley Motors, Audi, Volkswagen, Sony Ericsson, Stoneridge, Viessmann, Iittala and Nescafé, delivering everything from brand identities and websites to UX, campaigns and creative direction.

Today I work independently, collaborating closely with ambitious companies as an extension of their team. Whether it's defining a brand, designing a digital experience or providing ongoing creative leadership, my focus is always the same: creating work that is both meaningful and effective.

I believe the best ideas come from combining strategy with craftsmanship. That's why I stay involved throughout the entire process—from the first conversation to the final delivery.

When I'm not working you'll usually find me in the mountains, riding mountain bikes, skiing or exploring new places with a camera. Nature continues to inspire how I think about design: purposeful, honest and built to last.