WHAT I DO : Side A

Content Strategy and Structure

I work with content that needs to be understood quickly and used in real situations. This includes structuring information, simplifying language, and shaping tone so communication feels clear rather than overwhelming.

Storytelling and Editorial Thinking

I help ideas take shape through narrative. That can mean campaign concepts, newsletters, brand stories, or small editorial systems that make content easier to follow over time.

Brand Tone and Voice

I focus on how brands sound and feel in everyday communication. Calm, human, and consistent language matters more to me than volume or hype.

Research and Observation

Much of my work starts with observation. I look at behaviour, patterns, and context, then translate those insights into usable direction.

HOW I WORK

I start with questions, not assumptions. I look at how people read, scroll, watch, and decide. From there, I shape ideas that are practical, readable, and grounded in real behaviour.

I value clarity over cleverness and consistency over noise.

MY CAPABLITIES

I work across content, strategy, and storytelling, with a focus on clarity, tone, and everyday relevance. My background spans fashion, media, and digital communication, often in roles that sit between thinking and making.

This page gives a high-level view of what I do and how the different parts of my work connect.

My Creative Professional Story

LET'S SPIN THIS

A doll with brown hair, red lipstick, and a patterned dress is lying on a bed surrounded by instant film photographs and small items, with a caption overlay that reads "Take That Picture: Case Snapshots."

DEVELOPING THOSE SHOTS

A woman with dark hair and a red headband adorned with a large bow, smiling and laughing, standing against an orange textured wall.

HONEY I’M STILL FREE

People often ask why I moved to Sweden.

I came for love, stayed for work, and slowly learned to appreciate the quiet, the lack of small talk, and the seriousness around everyday things. Over time, I built a career in content strategy, storytelling, and digital culture, working across brands, media, and self-initiated projects.