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About

Design leader with 25+ years’ experience driving digital transformation for leading Nordic and global brands.

I bring broad expertise across brand and product design, combined with strong abilities to lead design teams, develop design systems, and align design with business outcomes.

With a collaborative mindset and analytical approach, I’m at my best when design and strategy come together to create meaningful things crafted with purpose and gusto.

Core competencies
  • Vision and strategic direction
  • Design systems and designOps
  • Cross-functional collaboration brand–product–tech
  • Client advisory and stakeholder engagement
  • Linking design to business KPIs
  • Pitch and proposal development




CV




↪ Coop
  Design Lead
  2022–

  • Leading the design team across Coop’s digital channels, aligning design strategy with business and product goals.
  • Partnering with product owners and business stakeholders to translate member and business needs into scalable product design
  • Facilitating a new design system with focus on accessibility and scalability.
  • Driving a collaborative design culture focused on quality, accountability, and learning.



↪ Cartina
  Design Director consultant
  2020–2022

Coop 2021–2022
Full time consultant as Design Lead. Responsibilities included both conceptual and detailed product designs, as well as the groundwork for a new design system.

BBHStockholm 2020–2021
Full time consultant as Design Director. Together with BBH Stockholm we created conceptual designs, digital identity and product design work for clients like Coop, AcadeMedia and Bankföreningen.



↪ ACNE
  Digital Design Director
  2016–2020

IKEA
Led the design team responsible for the concept, UX, design and implementation of the 2018 IKEA digital catalogue, including the social media campaigns surrounding the catalogue.

Motability
Led the ACNE Stockholm design team, in collaboration with Deloitte Digital London, in developing a new brand identity for the Motability organisation.

M&G plc
Responsible for the development of the digital aspects of a new brand identity. In collaboration with Deloitte Digital London.

Colekt
Responsible for creating the concept, UX and design of an e-commerce website.

Svenska Freds
Led the design and development of a campaign website promoting world peace.

Toyota
Led the development of two visual identity projects.

Design lead for several clients including Telenor and Guldbaggen. Designer for a number of clients including RedBull, Hästens and Polestar.



↪ Grau Design Agency
  Design Director, partner
  2012–2016

SL
Responsible for creating the concept, UX and design of their first digital brand manual. The manual included placement guidance and ordering functionality for vehicle signage.

Telenor
Design lead for the redesign of the Telenor website including new ordering functionality.

Design lead for the ‘Mitt Telenor’ app in collaboration with UX agency Antrop.

SEB
Design lead for the creation and development of new digital brand identity. New identity applied to numerous external and internal touchpoints including in store digital signage.

Vattenfall
Responsible for the development of the Vattenfall digital identity. Oversaw conceptual, design and implementation work for numerous digital services and marketing campaigns. In close collaboration with Vattenfall offices in Stockholm, Berlin and Prag.

Lead designer for several other projects for clients including Ericsson, Newstag and Netdoktor.



↪ MRM McCann Stockholm
  Design Director
  2010–2012

Vattenfall
Responsible for the development of the Vattenfall digital identity. Oversaw conceptual, design and implementation work for numerous digital services and marketing campaigns. In close collaboration with Vattenfall offices in Stockholm, Berlin and Prag.

SJ
Responsible for the design development of the SJ digital identity. Oversaw UX and design work for the website booking system as well as on-platform ticket machines.

Design lead for several campaigns for several clients including AXA and Statoil.



↪ Futurniture
  Art Director
  2008–2010

Svenskt tenn
Responsible for concept, UX and design of Svenskt Tenn’s first e-commerce website.

SMHI
Responsible for the design development of SMHI’s website. Oversaw conceptual development of several digital services.

OpenAid
Responsible for the concept, design and implementation of OpenAid, a website that used infographics to visualise Sweden’s aid to the world based on open government data.



↪ Ottoboni (later Nordic Morning)
  Art Director
  2006–2008

Skanska
Responsible for the development of the Skanska digital identity. Oversaw conceptual, design and implementation work for numerous digital services and marketing campaigns.

Telge
Design lead for a new website unifying the Telge organisation offerings.

Aleris
Responsible for the concept and design of digital signage in waiting rooms.

Design lead for several campaigns for clients such as Allevo, Cederroth and Salve Sport Clinic.



↪ Creuna
  Art Director
  2003–2006

SL
Responsible for the concept, design and implementation of the SL.se website.

Assa Abloy
Responsible for the concept, design and implementation of the Assaabloy.com website.

ICA
Responsible for the UX and design of the ICA intranet.

Design lead for Citroën, Fortum, Tork, Libresse. Länsförsäkringar and Pfizer.



↪ Framfab
  Art Director
  1999–2002

Concept, design and implementation work for a range of clients including Ericsson, Vattenfall, Volvo, Postgirot, Goodyear and UBS.



↪ 036 Kommunikation
  Art Director
  1997–1999

Concept, design and implementation work for a range of clients including Myresjöhus, Gunnebo and Scandinavian Photo.