Work:

Working with Johnells has resulted in directing of more than seven different campaign launches, along with content creation, print units, digital adsets and in-store communication, where I have had both a strategic and sometimes very hands-on role as creative lead. In 2022, the Johnells' brand had outgrown its old clothes and had new challenges to face, and the time had come for a brand redesign. I led the creative process of developing a new visual identity, and together with the team built a new brand language and persona, and along with new strategic insights, provided them a new communication concept, tagline, and visual appearance.