Creative Direction
In my most recent role as Creative Director at Postery, I led the brand’s evolution from a relatively unknown poster store without a distinct personality to a globally recognised interiors brand with a distinct identity and curated aesthetic. Over three years, I played a key role in shaping the brand’s strategic direction, visual identity, and storytelling. In close collaboration with the CEO, I aligned creative vision with business goals — ensuring output that was consistent, culturally attuned, and commercially grounded to support long-term, sustainable growth.
Within a small, agile team, I led across all creative touchpoints — from brand strategy, campaigns, and collection planning to product development, interior shoots, and tone of voice. Overseeing the design and marketing team, I built a cohesive and impactful brand presence across every channel.
I also initiated and directed collaborations with visual artists and high-profile licensors, including H&M Home, Maison Matisse, Smiley Company, Apple Corps (The Beatles), Moomin, and the Astrid Lindgren Foundation – bringing cultural depth and global relevance 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.
CREATIVE DIRECTOR / POSTERYGothenburg, Sweden
2022–current