About
[2026]Turning ideas into projects worth noticing.
Hi, I’m Greta!
Art director. Graphic designer. And everything in between.
I’m based in Gothenburg and I like making things that people actually notice. I work across visual identities, campaigns and concepts. I’m especially drawn to projects where design can do more than just look good, often within a social or value-driven context.
My background in critical and hands-on design has made me curious about how design can question things, spark conversations and engage with social, cultural and political issues. I like trying new approaches, pushing ideas a little further and seeing where they can take me. The goal is simple: build a strong concept, communicate clearly and create something that sticks around for a while.
Good ideas are rarely made alone. I like working with people who bring different perspectives to the table, and I’m always open to having my own ideas challenged. It usually makes the work better, more relevant and a lot more interesting.
I usually say I’m good at two things: designing and sports. When I’m not in design mode, I’m probably doing something active. I’m especially into hip-hop dancing, kickboxing and strength training.
For the dry facts, dates and other boring bits, see my CV here.
My philosophyThe things I believe make good design good. A few principles I keep coming back to.
1
Curiosity gives room for serendipityThe best ideas don’t always arrive as planned. Sometimes the happy accidents and unexpected ideas are what make a project interesting. I like to experiment, follow my curiosity and see what happens when I take an idea somewhere it wasn’t supposed to go.
2
Perspective is importantI like hearing what other people see, think and notice, especially when it challenges my own perspective. I collaborate. I listen. I let other people into the process.
3
Perfectionism doesn’t always equal professionalism and vice versaPerfect isn’t always better. Sometimes a project needs another round of polishing, and sometimes it just needs to be left alone. I’ve learned that good design is less about making everything perfect and more about knowing what the work actually needs.
4
gut feeling has a place in the processDesign isn’t only about what we see, but what we feel. Sometimes your gut has a point, even when you can’t quite explain it yet. I try to listen to that feeling and let intuition be part of the process. Sometimes it might know where to go before I do.
5
Design should leave something good behindI believe design has a responsibility beyond making things look good. How we communicate, who we include and what kind of impact we create all matter. Sustainability isn’t something I want to add at the end of a project. It’s something I think about from the start, and a foundation of my practice.