With 30+ years working as an Art Director for advertising- and design agencies in Sweden and the UK, there are not many areas of communication I haven’t touched at some point. This means I have a lot of experience under my belt. And I constantly look for new ones to add to my collection of skills.
I was always very organized and have had the privilege of working on large and complex productions with many “moving parts”.
In 2009 I took the plunge to set out as my own manager. The reality meant a large chunk of non-creative work, like budgeting, managing projects and learning new skills.
So, the step into the role of a creative Project Manager was actually fairly logical. In my current role at Chalmers University of Technology I keep up to speed with creative trends and often act as a sounding board and coach my colleagues in matters of visual communication and creative strategy.
Adding to this I work as the link between the University and suppliers of advertising, media, film, photography, animation and illustration.
As the University Art Director, one of my biggest, and most challenging jobs, has been re-designing the visual identity to meet the digital age. This is an ongoing process with implementation and redesign of the brand itself. And in case anyone wonders – engineering is creative and colourful!
The task was to find a unique way of packaging “Snaps” and sparkling wine made from birch sap. What could be more appropriate than a “tree-trunk”?
Some of the most rewarding projects I have been involved with, are the student recruitment campaigns for Chalmers. They have ranged from Social media ads and films to brochures and exhibitions – keeping the message and brand consistent across all channels.
The biggest challenge was to convince global markets to buy and use original parts. Why spend more money, when you could go to the “guy” on the corner and get a knock off? The B2B campaigns all said the same – because it pays off in the end!
Entrepreneurship is at the heart of Chalmers, and this project took upon itself to research and develop what this meant in a business sense, as well as how to communicate this. The result was a series of images and a new approach to the subject.
Few wines from the new world enjoy the same hype as Penfolds Grange and Bin 707. I had the privilege of designing a gift box concept for these iconic bottles.
