Postery is a Swedish art print brand offering carefully curated art for modern interiors. As the Creative Director, I have helped shaped the brand’s creative vision during a pivotal growth phase, evolving it from a small interiors shop into a global brand. The updated identity is built on a Scandinavian aesthetic that is premium yet accessible, aimed at a conscious audience with a strong connection to design, modern culture, and self-expression. Working across product, imagery, and communication, my practice connected cultural insight with customer behaviour, guiding ideas from concept to execution. A key shift was moving beyond an in-house-only model to start collaborating with young, emerging artists, supporting the contemporary art scene, tapping into culture as it flourished on social platforms. By integrating the artists’ journeys and creative processes into the narrative, the brand’s storytelling became more customer relevant and clarified how the brand related to contemporary art and image-making. Alongside leading creative teams, I initiated partnerships with premium brands to broaden reach and strengthen credibility. This positioned Postery within a wider cultural conversation while balancing creative integrity with commercial growth.