Creative Director
Postery
As Creative Director for the leading Swedish poster 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 distinctive identity and curated aesthetic. Working within a smaller, agile brand allowed me to have a hands-on role 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:
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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.
Nathalie Barusta Gäbel is a Creative Director and Art Director specialised in Brand Identity, Brand Strategy and Visual Concepts. Read more