Art Direction is where creativity meets clarity.

I shape ideas into visuals that connect, inspire, and tell a cohesive brand story – across campaigns, packaging, digital, and print. Wet City Spirits is a brand I built from the ground up – defining the visual world, product storytelling, and market presence from day one.

Content Strategy is about seeing the whole picture.

I help brands understand what content they already have, what they need, and how to use it. The brands above represent past and present clients across industries, like transport, finance, FMCG, and sustainability.

I’ve built brands from the ground up.

As co-founder of two successful FMCG startups, my hands-on experience has deepened my understanding of how crucial communication and content are for brand growth.

Brewing success with Beerbliotek

As an Art Director, I’ve helped remarkable brands and co-founded Beerbliotek, a craft brewery that disrupted the industry. With a passion for design, I played a pivotal role in expanding Beerbliotek to over 20 markets, designing over 350 distinct products, and launching more than 300 at the prestigious Swedish monopoly Systembolaget. My branding, packaging, and graphic design expertise shaped the brand’s identity, captivating beer enthusiasts worldwide and leading to our tagline, “Every beer has a story”.

Distilling excellence with Wet City Spirits

In 2021, I ventured into the world of craft distillation, co-founding Wet City Spirits. Our relentless pursuit of excellence resulted in three award-winning gins and seven products in Sweden’s prestigious Systembolaget. Collaborating with local artists, I integrated their artwork into our bottle designs while also crafting art and design for our other products. My commitment to brand strategy and design has played a key role in the success of Wet City Spirits.