BRANDING IS THE VIBE

Branding is what people feel before they know why.
Tone, rhythm, colour, and language. When these elements are aligned, trust builds quietly and quickly.

My role across these projects has been to create clarity. I help brands express who they are in a way that feels intentional, human, and easy to recognize.

Illustration of a black bicycle with a white seat, on a divided background with a cloud on the left and a bird on the right, with the word "VÄSSLA" below.

VÄSSLA MICROMOBLITY

Social strategy and content direction for a Swedish e-mobility brand focused on everyday city movement.

I worked with tone and structure to make sustainability feel practical, local, and lived-in rather than aspirational or abstract.

My responsibility
Social strategy, tone of voice, and content direction.

Roll with the strategy
A promotional poster for The Buddu Show featuring a cartoon bear with a big nose holding a surfboard labeled 'budd u'. The background is orange-brown with decorative gold patterns and text promoting easy invoicing, a free 30-day trial, and no credit card needed.

BILLDU

Product language and microcopy refinement for a small-business invoicing tool.

I focused on simplifying language so users feel supported instead of overwhelmed, prioritising clarity, confidence, and a friendlier product experience.

My responsibility
Language review, tone adjustment, and UX copy direction.

Ride the microcopy wave
Miniature black castle with red roofs and flags on a green surface with a brown base, under a sign that reads "Black Château" with a castle tower logo.

Brand and content support across author releases and literary events.

I helped establish consistent tone and communication rhythms so readers could easily discover new voices and follow releases without friction.

My responsibility
Tone consistency, content structure, and launch communication support.

BLACK CHATEAU ENTERPRISES

Turn the page
Illustration of a woman sitting on a purple couch, wearing a brown blazer, striped yellow pants, and heels, with the words 'Happily Employed' overlayed.

HAPPILY EMPLOYED

Brand and social direction for an organization focused on kinder, more accessible workplaces.

The work centred on clarity, empathy, and small communication choices that reduce pressure and make engagement feel calmer across platforms.

My responsibility
Tone direction, content framing, and accessibility-minded communication.

Step into the workplace groove
Boxed Bratz doll with long blonde hair, wearing a black leather jacket, black top, jeans, gold accessories, holding a black purse, and standing in front of pink shopping bags.

KLARNA

Concept exploration for a Klarna AI direction with a calmer, more everyday tone.

I explored how visual language and messaging could make technology feel approachable, grounded, and recognisable without relying on hype.

My responsibility
Concept direction and early visual exploration.

just Swipe it