When working at Vinter I got to redesign the identity for the World Heritage Site Gammelstad in northern Sweden. The design reflects the cultural characteristics of the geographical location, and through the use of strict typography with clear regional recognition with the Luleå brand, we create a symbiosis that turns the mark into a destination.

All embodied in a nature-oriented stripped-down design that positions the experience of the brand as rich in information but at the same time natural. Gammelstad is a place where you can feel the wing of history and at the same time experience the silence of nature in the surroundings.

My work is based around the concept of Design Thinking. Providing simple frameworks for understanding where to focus innovation efforts and how to structure these efforts for the highest likelihood of success. Through the years I have found many advantages that this design approach brings to entrepreneurial efforts, both within startups and major multinationals. In many peoples’ minds, design amount to an aesthetic exercise. And yes, design can have an aesthetic impact but for me that is neither its primary objective nor its greatest value. If applied strategically, design can deliver many forms of return on investment to a business. Strategic design thinking can help us capture new market opportunities faster, to extend our reach across current markets and into new ones, to deepen relationships with customers. It can even be used to develop and foster internal innovation capabilities and to capture disruptive new market opportunities.

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