INFORMATION
[2026]Conceptual Graphic Designer/Visual Communicator creating purposeful branding rooted in ideas that matter.
I’m a graphic designer/visual communicator based in Gothenburg, working primarily with branding design, often within social and value-driven contexts. In 2023, I graduated from the University of Gothenburg with an MA in Design, from a program focused on critical and practice-based methods exploring how design can engage with social, cultural, and political issues.
As a conceptual designer, I focus on creating visual identities for brands that make a real impact. Alongside branding, I enjoy exploring ideas around identity, culture, and how we relate to one another. I approach each project with a curious and critical lens, creating design that is concept-driven, clear, and timeless. I like to challenge my practice by pushing boundaries and exploring different ways design can communicate and connect.
Collaboration is a big part of how I work. I believe different perspectives make the outcome stronger, and I try to stay open to ideas beyond my own. That helps me create work that feels more relevant, inclusive, and impactful.
Outside of design, I’m passionate about sports and training, and I work as a part-time trainer. This has led me to explore the intersection between physical activity and visual communication. Who knows, one day I might research how physical activity can be used as a form of visual communication and how these two fields can inspire each other to support positive social change.
My philosophyThese pillars guide my work, define my process, and shape my practice. This is my design manifesto.
1
Curiosity helps embracing serendipityThe best outcomes often come from happy accidents, turning a project upside down in unexpected ways. I let curiosity guide my process, using experimentation to turn challenges into opportunities.
2
Perspective is importantFeedback is one of the most valuable parts of a design process. I embrace different perspectives and ideas that emerge along the way. I collaborate. I co-design.
3
Perfectionism doesn’t always equal professionalism and vice versaPerfection isn’t the goal, understanding what the work needs is. I’ve learned when to refine my designs and when to let them be. Professionalism isn’t about doing everything perfectly, but about knowing when to do more and when to let it be.
4
Trust the gut feelingDesign is not only about what we see, but what we feel. I listen to my inner voice throughout the design processes. I trust my intuition and let it be part of the process, creating work that feels authentic and that connects.
5
There is no project without sustainabilityDesign has the power to create lasting impact. Whether working with feminist topics or developing visual identities for schools, sustainability is always present. It’s not an addition, it’s the foundation of my practice.