THEY SAY CURIOSITY KILLED THE CAT, BUT IN MY CASE, IT BUILD A BUSINESS-SAVVY CREATIVE WITH A RELENTLESS DRIVE
People I’ve worked with call me curious, ambitious, and the kind of person who turns ‘what if’ into ‘watch this.’ I craft stories that linger, perspectives that challenge, and ideas that make you think twice. To me, challenges aren’t roadblocks; they’re creative plot twists. And just like a killer outfit, success is all about reinvention, bold choices, and having the confidence to own every step forward.
People I’ve worked with call me curious, ambitious, and the kind of person who turns ‘what if’ into ‘watch this.’ I craft stories that linger, perspectives that challenge, and ideas that make you think twice. To me, challenges aren’t roadblocks; they’re creative plot twists. And just like a killer outfit, success is all about reinvention, bold choices, and having the confidence to own every step forward.
EXPERIENCE
VIEW – AI FASHION STARTUP
FOUNDING MEMBER
2023 – PRESENT
Building and shaping a next-generation fashion discovery platform from the ground up — blending culture, taste, editorial storytelling, and AI. Defining creative direction, product vision, and early brand identity for an emerging fashion-tech venture.
FOUNDING MEMBER
2023 – PRESENT
Building and shaping a next-generation fashion discovery platform from the ground up — blending culture, taste, editorial storytelling, and AI. Defining creative direction, product vision, and early brand identity for an emerging fashion-tech venture.
FEELANCE
EXPERIENCE DESIGN CONSULTANT
2024 – PRESENT
Styling, visual merchandising, and customer experience design for multiple fashion boutiques. Also led the creation of a full digital identity for Fjällbacka Bed and Breakfast, including website design.
EXPERIENCE DESIGN CONSULTANT
2024 – PRESENT
Styling, visual merchandising, and customer experience design for multiple fashion boutiques. Also led the creation of a full digital identity for Fjällbacka Bed and Breakfast, including website design.
BLUEBERRY BRANDS - DESIGN AGENCY
CREATIVE DIRECTOR/ BRANDS STRATEGIST
FEB 2024 – JUL 2024
Led creative direction and brand strategy across a small number of key projects, including internal brand development for the agency itself. Defined visual direction, narrative frameworks, and digital expressions with a focus on clarity, cultural relevance, and refined execution.
CREATIVE DIRECTOR/ BRANDS STRATEGIST
FEB 2024 – JUL 2024
Led creative direction and brand strategy across a small number of key projects, including internal brand development for the agency itself. Defined visual direction, narrative frameworks, and digital expressions with a focus on clarity, cultural relevance, and refined execution.
DR. ROSENTHAL (M.D. on TM)
SOCIAL MEDIA & INSIGHT-DRIVEN STRATEGY
FEB 2024 – APR 2024
Developed insight-led strategy for social media channels shaping a cohesive and engaging digital presence.
SOCIAL MEDIA & INSIGHT-DRIVEN STRATEGY
FEB 2024 – APR 2024
Developed insight-led strategy for social media channels shaping a cohesive and engaging digital presence.
MAINTRACT - LEGAL TECH COMPANY
UX RESEARCH & UX DESIGN (INTERNSHIP)
OCT 2023 – FEB 2024
Conducted user research, journey mapping, and prototyping for an AI-driven SaaS platform. Contributed to UX strategy and interaction design, translating complex legal workflows into clear, user-centric experiences while balancing user needs with product and business goals.
UX RESEARCH & UX DESIGN (INTERNSHIP)
OCT 2023 – FEB 2024
Conducted user research, journey mapping, and prototyping for an AI-driven SaaS platform. Contributed to UX strategy and interaction design, translating complex legal workflows into clear, user-centric experiences while balancing user needs with product and business goals.
INDUSTRIFONDEN - VENTURE CAPITAL
SOCIAL MEDIA STRATEGY (INTERNSHIP)
FEB 2023 – APR 2023
Supported digital storytelling and content strategy for Sweden’s leading VC firm, translating complex innovation narratives into accessible communication.
SOCIAL MEDIA STRATEGY (INTERNSHIP)
FEB 2023 – APR 2023
Supported digital storytelling and content strategy for Sweden’s leading VC firm, translating complex innovation narratives into accessible communication.
EDUCATION
BERGHS SCHOOL OF COMMUNICATION
DIPLOMA IN DIGITAL DESIGN & STARTEGY
2022-2023
User-centred design (UX/UI), experience design, creative strategy, concept development, digital communication, and design thinking through real client cases
DIPLOMA IN DIGITAL DESIGN & STARTEGY
2022-2023
User-centred design (UX/UI), experience design, creative strategy, concept development, digital communication, and design thinking through real client cases
LUND UNIVERSITY, SCHOOL OF
ECONOMICS & MANAGEMENT
B.Sc. INFORMATION SYSTEMS
2019-2022
Business systems, data modeling, programming, project management, and digital transformation
ECONOMICS & MANAGEMENT
B.Sc. INFORMATION SYSTEMS
2019-2022
Business systems, data modeling, programming, project management, and digital transformation
SKILLS
CREATIVE & STRATEGIC SKILLS
Creative Direction · UX/UI Design & Experience Strategy · Consept Development & Visual Storytelling · Trend Analysis & Cultural Research · Copywriting & Editorial Thinking · Brand Strategy & Brand Identity · Market Strategy · Ecommerce & Digital Product Strategy · User Research & Insight Synthesis · User Flows & Journey Mapping · Prototyping & Wireframing · Design Systems & Interaction Patterns · System Architecture & Process Modeling
Creative Direction · UX/UI Design & Experience Strategy · Consept Development & Visual Storytelling · Trend Analysis & Cultural Research · Copywriting & Editorial Thinking · Brand Strategy & Brand Identity · Market Strategy · Ecommerce & Digital Product Strategy · User Research & Insight Synthesis · User Flows & Journey Mapping · Prototyping & Wireframing · Design Systems & Interaction Patterns · System Architecture & Process Modeling
TECHNICAL SKILLS
AI Prompting & LLM Collaboration · Adobe CC · MS Office · Frontend Basics (HTML, JavaScript) · Data & Logic Foundations (SQL, UML, BPMN) · Programming Foundations (Java, C#)
AI Prompting & LLM Collaboration · Adobe CC · MS Office · Frontend Basics (HTML, JavaScript) · Data & Logic Foundations (SQL, UML, BPMN) · Programming Foundations (Java, C#)
ADDITIONAL
Co-Author & Illustrator
Series of Childrens books
Taekwondo
First Degree Black Belt
Series of Childrens books
Taekwondo
First Degree Black Belt
Former Prefect,
Haga House (SSHL)
High School Diploma for Extraordinary Achievements, Responsibility, Leadership, Warmth, and Intellectual Honesty
Haga House (SSHL)
High School Diploma for Extraordinary Achievements, Responsibility, Leadership, Warmth, and Intellectual Honesty