Creative Director

As Creative Director for the leading Swedish art print brand Postery, I played a key role in shaping its strategic direction, visual identity, and brand storytelling. Over three years, I worked closely with the CEO to ensure a strong connection between creative vision and business, while leading the design and marketing team.
               I took Postery from a relatively unknown poster store without a distinct personality to a profiled and well-known brand, recognised for its identity and curated aesthetic. Working within a smaller, agile brand allowed me to have a broad insight across all creative touchpoints – from product development and interior shoots to campaign development, collection planning, and brand identity – ensuring a cohesive and impactful presence across all channels.    
                I initiated and led collaborations with visual artists, as well as high-profile licensors such as Smiley Company, Apple Corps (Beatles), Maison Matisse, Moomin, and the Astrid Lindgren Foundation, bringing important market influences into the brand.

Selected milestones:

︎︎︎ Led a complete rebrand, including logo, visual identity, tone of voice, and packaging redesign.

︎︎︎ Initiated and oversaw the development of the brand’s entire product range, from first idea to finished design.

︎︎︎ Developed and executed a stronger marketing strategy, enhancing brand positioning.

︎︎︎ Initiated, curated and expanded the artist roster, elevating the brand’s creative appeal.

︎︎︎ Initiated and managed high-profile wholesale partner collaborations, including H&M Home.

︎︎︎ Led licensing partnerships from initiation through execution.

︎︎︎ Introduced innovative new products to the brand, such as the signature Wavy Frame.

︎︎︎ Oversaw copywriting to ensure alignment with brand tone of voice across all channels.

︎︎︎ Art Direction experience enriched my leadership as a Creative Director.