THE CARD ERA

A doll with large eyes, long reddish-brown hair, and makeup, holding a pink Klarna card in a pink-themed room decorated with hearts, Hello Kitty plush, and vintage-style accessories.

The Business

Klarna is a Swedish fintech company providing payment and checkout services for online shopping.

Context

This work was created as part of a job application task. The brief was to explore an alternative creative direction for Klarna’s digital communication, with a focus on tone and visual approach rather than execution.

My Role

I developed a concept and visual direction proposal.

Pink-themed flat lay including pink sunglasses, a pink solid wax candle, a pink vinyl record, a pink Galaxy phone with the display showing 'Klarna', a magazine with a woman on the cover labeled 'TASK 1' and a large pink flower dress, and pink makeup powder with a pink lipstick.
A doll with long black hair, sunglasses, and fashionable denim outfit lying on a pink furry surface surrounded by accessories like a pink toy phone displaying 'Karma,' purple and blue hair clips, and a small handbag, in a pink themed room with sparkling curtain and decor.
A pink torn paper background with a photo of a young woman holding a Klarna Visa card, surrounded by pink star decorations, and text explaining a concept for a TikTok-style video about shopping with a small budget and honest product reviews.
An open pink spiral notebook with text on both pages under the headings "Why This Concept," "Why This Person," "The Hook," and "Why This Hook." The text discusses social media trends, influencer culture, and consumer behavior.
A pink cover page of a booklet titled 'Keeping It Real (On Purpose)', with instructions on creating naturalistic user-generated content videos. The page discusses focusing on natural lighting, minimal makeup, and casual presentation, emphasizing authenticity in social media videos. The background is pink with fluffy textures, accompanied by a vintage-style silver payphone and a pink magazine featuring a woman in a pink outfit and large star-shaped earrings.
A doll with long blonde hair, blue eyes, and big lips, dressed in a black leather jacket, black crop top, denim skirt, and black thigh-high boots, holding Klarna shopping bags and a camera, standing in a cozy room with a bookshelf.
Set of three Bratz dolls dressed in fashionable clothes and holding pink shopping bags inside a pink decorative box with heart and star designs, part of the Klarna exclusive boutique collection.

TAKE IT EASY LEMON SQUEEZY

A vinyl record with pink label next to an album cover featuring a smiling dog with a pink bow, sitting on a city sidewalk with pink and purple graffiti around.
Three dolls walking down an aisle in a grocery store, each holding a pink shopping bag. The store is stocked with packaged snacks on the shelves.
Open notebook with pink highlighter-style headings and text on various topics related to creating and understanding viral videos and social media content. The notebook is on a pink desk with pink stationery and decorative items for a feminine aesthetic.
A pink CD case with a white label containing text, placed on a metal surface with a pink lollipop on the left side.
A pink digital camera on a pink surface surrounded by various pink cosmetic and beauty items, including lipstick, eyeshadow, brushes, and decorative heart-shaped objects.

What I Did

  • Reviewed Klarna’s brand voice and existing digital visual language

  • Analysed common patterns in influencer and shopping content

  • Identified a gap between polished content and everyday user reality

  • Defined a calmer, more relatable communication direction

  • Created early visual concepts focused on real settings and familiar moments

  • Used AI tools for early exploration, then refined the direction manually

  • Documented the concept and rationale as a portfolio case

A pink locker decorated with pink and sparkly heart-shaped and butterfly-shaped embellishments. A note with text about Klarna is attached to the locker, along with a keychain featuring a pink fluffy pom-pom, a heart charm, and a glittery pen.
Doll with long dark hair, wearing black outfit with chains, in music studio with guitars, vinyl records, posters, and pink shopping bags labeled 'Klarna'
A gray kitten lying on a pink fluffy blanket surrounded by various pink and sparkly items, including a pink notebook with 'Thank U, Next' on the cover, a pink flip phone, stickers, a CD, a Visa Klarna card, and small decorative objects.
A doll with long brown hair, wearing a black dress with a slit, striped knee-high socks, and black boots, stands in a pink-themed bedroom with posters, a pink bed, a pink shopping bag with 'Klarna' written on it, and a small pink TV.

Result/Effect

Delivered a clear concept and visual direction proposal suitable for discussion in a recruitment or creative review setting.