Syoguiden / Metro

Brief: Create a new visual identity and website structure for the study portal SyoGuiden.

Execution: One of our major insights was that we needed to make the heavy content on SyoGuiden more inspiring and easy to grasp.

We played with keywords such as inspiration, dreams, future and possibilties, and came up with the concept "What does your future look like?".

We played around with this sentence in a both literally and figuratively speaking way both on the web site and the campaign around the site in order to make students think about a serious question in a fun way.

My role: Concept & Art Direction.

Credits: Mari Bergström & Paula Kreuger.

Million Trees NYC

Brief: Make New Yorkers want to plant, and care for, trees. Modernize people's view of the brand Million Trees NYC.

Solution: We needed a solution that would make the trees interesting enough to engage people, and find a way that would make it easy for them to report places where trees could be planted.

Our concept is Plant a Story - a personal approach where we ask New Yorkers to plant trees in memory of a person or special occasion in their lives by using the smartphone application Foursquare.

Plant a Story is an easy way to honor a fond memory or someone you love, at the same time as you do something for the environment without changing your everyday behavior.

My role: Concept, illustrations, animations.

Credits: Collaboration with Hanna Wittmark.

Swedish Armed Forces

Brief: Create a new brand identity for the Swedish Armed Forces and its sub-brands Nordic Battle Group, Special Officer Academy and Reserve Officer in order to brand the SAF as an attractive employer for young, intelligent and multi-cultural people.

Solution: Tangram, or “wisdom puzzle”, is an ancient Chinese game. The objective of the puzzle is to form a specific shape, given only in outline or silhouette, using all seven pieces, which may not overlap.

The tangram puzzle is symbolic to the Swedish Armed Forces, where all the pieces of the organization is the strength. A tangram puzzle is changeable, clever and challenging.

That the pieces can be redirected and formed as new shapes, states SAF as a modern, ever changing, creative organization. The colors used are the Swedish blue and yellow together with black, grey, brown, beige and white, to give the identity a modern, but classic, feeling.

My role: Concept & Art Direction.

Credits: Collaboration with Linn Sundqvist, Gro Larsson, Mari Bergström, Anna Maria Larsson & Cas Lemmens.

Millennium Promise

Brief: Increase the awareness about the charity organization Millennium Promise. Make more people donate money.

Solution: Promise to Play is a game where you work as a volunteer in a Millennium Village in Africa. Your mission is to help an unproductive village become self-sufficient by learning and then use Millennium Promise's methods.

Increase your village's resources (food, water, wood, etc) by sending an SMS message. By donating money to your own village, you donate money to the real cause - Millennium Promise.

In order to speed up the game even further, you can recruit friends to the game.

Promise to Play is a concept that gives people an easy way of being part of the fight against extreme poverty without giving them a guilty conscience, and without changing their everyday behavior.

My role: Concept, game story, illustrations.

Credits: Collaboration with Gro Larsson, Robbin Ingvarsson, Marie Thall & Alexander-Lukas Hederby.

Swedish Pharmacy

Brief: Pick an embarrassing situation, and create a solution for it. Deadline: two days.

Situation picked: Buying condoms at the pharmacy.

My role: Concept, illustrations, animations.

Credits: Collaboration with Azin Ashourvan, Kenneth Larsen, Paula Kreuger & Ingrid Hernvall.

A Great Day

Brief: Graphic identity for my freelance business A Great Day.

My role: Art Direction, graphic design & illustration.