Complexity isn’t blocking your brand.
The strongest brands aren’t perfect, they’re connected.
Whether it’s scaling, repositioning, or aligning teams: stop guessing.
Fix the disconnect. ✨️👏
I specialize in bridging brand ambition and organizational reality (where you'd like your brand to be, and where it actually is). 🪄
Brand strength = growth.
Brand strength = growth.
Most brand challenges aren't creative challenges. They're disconnects between teams, between what the brand promises and how it shows up.
I focus on the wider brand operating system, orchestrating coherence and readiness across functions and businesses, with solutions that support innovation and sustainable growth.
I focus on the wider brand operating system, orchestrating coherence and readiness across functions and businesses, with solutions that support innovation and sustainable growth.
Your brand readiness lives across four areas: Organization – Leadership – Brand foundations – Touchpoints
The entry point is different for every organization, but the signals of a disconnected brand are the same.
Do you know what's actually limiting your brand?
︎︎︎ Find out ︎︎︎ 👀
The entry point is different for every organization, but the signals of a disconnected brand are the same.
Do you know what's actually limiting your brand?
︎︎︎ Find out ︎︎︎ 👀
Services
My work sits across customer experience and the wider brand ecosystem, creating clarity and readiness that support your growth path.
Your team needs to stay focused on running things, not managing the shift.
I collaborate with you to architect strategic, creative, operational and technical frameworks to meet your challenge, allowing teams to remain focused on the business.
︎︎︎ Get in touch ︎︎︎ 💡
Your team needs to stay focused on running things, not managing the shift.
I collaborate with you to architect strategic, creative, operational and technical frameworks to meet your challenge, allowing teams to remain focused on the business.
︎︎︎ Get in touch ︎︎︎ 💡
Step-by-step
- Audit: an in-depth assessment of your brand strength, covering organization, leadership, brand foundations and touchpoints
- Analysis: a transparent overview of strengths and gaps, defining priorities and shaping the action plan
- Frameworks: built around your specific needs and crafted to grow with the business
- Implementation: leading the work from plan to practice alongside your teams
Delivery
Brand & operations:
- Brand platform, messaging, USP, tone of voice
- Brand expression, visual identity
- Strategic creative across customer experience
- Omnichannel deployment
- Organization design: brand, creative and integrated teams
- Building and integrating creative functions, recruitment, M&A
- Operational excellence, team upskilling
- Operational excellence, workflows
- Operational excellence, tech platforms, Ai
Coaching:
- Creative leadership
- Executive coaching
- Creative teams
- Individual coaching
The cost of disconnection
Fragmentation shows up in revenue loss, compliance issues, elevated aquisition costs.
Disconnected brands are challenged with wasted spend, slow decisions and average communication that lands without impact. By the time it's palpable, it's been taxing teams and budgets for some time. The patterns are not unique. Addressed at the right level, they can be solved.
Disconnected brands are challenged with wasted spend, slow decisions and average communication that lands without impact. By the time it's palpable, it's been taxing teams and budgets for some time. The patterns are not unique. Addressed at the right level, they can be solved.
Young businesses
(startup to first scale)
Everything’s been building on speed and instinct. Traction is there, brand infrastructure isn't.
(startup to first scale)
Everything’s been building on speed and instinct. Traction is there, brand infrastructure isn't.
- No foundation to build campaigns on
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Visual identity varies depending on who's producing
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Without clear briefs, ad-hoc decisions and rework becomes a constant
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Spend scales, but efficiency doesn't.
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The customer experience doesn't yet reflect the product
Scaling businesses
(established brand, expanding operations)
Channels and creative functions are in place. Production is constant, yet somehow always behind.
(established brand, expanding operations)
Channels and creative functions are in place. Production is constant, yet somehow always behind.
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Brand foundations exist but aren't applied consistently
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Marketing and brand move in parallel, not in the same direction
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Campaigns deliver short-term results without building equity
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Brand KPIs are tied to short-term metrics, fragmented, or absent
Large and global businesses
(complex organisations, multiple markets)
The brand is established, the organization is large. Between strategy and execution, it fragments.
The brand is established, the organization is large. Between strategy and execution, it fragments.
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Global teams and agencies pull the brand in different directions
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Brand looks and sounds different across markets, channels, and functions
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Brand is reduced to a logo, a colour, or a tagline
- Leadership time goes to managing inconsistency rather than driving growth
Experience
20+ years experience in the creative industry, extensive knowledge in brand identity development and integrated communications for global brands across the Nordics, the U.K., and the U.S. Industries include retail, e-commerce, SaaS, subscription based services and entertainment.
Brand leadership:
- Strategic brand platforms
- Brand identity & tone of voice
- Rebranding, repositioning & roll-out
- Brand- & creative strategies across channels and marketing initiatives
- Balancing performance & brand marketing – needs and processes
- Goal setting and KPIs
- Operational and strategic changes
- Scale-up, fundraising, M&A
- Increasing production & output efficiency
- Leveraging Ai and agentic processes
- Employer branding, corporate culture
Team leadership:
- Building and integrating creative teams
- Recruitment
- Teams working on new or business-critical projects
- Organizational changes, leading through uncertainty
- Improving creative quality, upskilling
- Balancing creativity & productivity
- Performance cycles & individual goal setting
- Enabling a coaching culture
- Motivation & engagement
- Communication and presentation skills
Coaching leadership
I practice a coaching approach to leadership, as well as coach creatives and leaders. There is good reason to be passionate about it:
Increased productivity
Professional coaching targets maximizing potential and unlocks sources of productivity, supporting individuals to confidently pursue new ideas and alternative solutions in the face of growing complexity.
Professional coaching targets maximizing potential and unlocks sources of productivity, supporting individuals to confidently pursue new ideas and alternative solutions in the face of growing complexity.
70% improved work performance
61% improved business management
57% improved time management
51% improved team effectiveness
Positive People
In the face of uncertainty, expectations on the workforce are very high. Restoring self-confidence to face the challenges is critical to meet organizational demands.
80% improved self confidence
In the face of uncertainty, expectations on the workforce are very high. Restoring self-confidence to face the challenges is critical to meet organizational demands.
80% improved self confidence
73% improved relationships
72% improved communication skills
67% improved life/work balance
(Source: 2009 ICF Global Coaching Client Study. The study was commissioned by the ICF but conducted independently by PriceWaterhouseCoopers.)
Case GANT
Case Rugvista
Case Podimo (in progress)
Client feedback
“Kristas contribution and hard work when it comes to organization, optimization, team building and processes has catapulted the company forward by solidifying structures and foundations needed to grow and perform.
With her hard work and delivery on the new brand identity and supporting platforms it's safe to say that the company is better equipped for the future, with the right tools to keep us growing into an even more established, successful and well known brand.
On top of all her achievements, her genuine personality and warmth has made it a pleasure working with her.”
Creative
“Having Krista as a coach has been a game-changer in order to identify my direction and goals for this year. The process has been comforting as well as a thought-provoking and eye-opening. I appreciate her way of communication, it’s always very clear, non-judgemental and engaging.
Im taking with me new ways of thinking that I use to improve what is obstructive and nurture what is important, to keep the right direction and focus in my work and life.”
Global Director, CRM
“I think I speak for everyone when I say thay you have taken us to a new level. I am forever grateful that I no longer need to overproduce to be on the safe side and instead can focus on doing high quality work. You have created the foundation for something new and so much better.”
Creative
“Krista is a very present and responsive coach. She challenged the way I experience, think and feel about situations, always with a non-judgemental and humble approach. She is empowering and made me feel like everything is possible and that I have the ability to shape my future towards the goals I wish to reach.”
Function Manager
“I think I speak for everyone when I say thay you have taken us to a new level.”
“Having clear brand guidelines gives a clear framework to work within which quickly brought both internal and external benefits.
On the internal side, it made the creative process a lot faster, more efficient, less frustrating for the teams and more inspiring for inhouse creatives. It has improved the outcome and reduced rounds of feedbacks.
From a customer point of view, it brought brand recognition and in our case, due to the visual identity that we chose, it elevated our brand to one that speaks for quality, is consistent, recognisable campaign after campaign and has a personality that shines through the creative work.”
Manager, Owned Media
“I’ve been lucky enough to work with Krista on multiple occasions, and each time, it’s been an energizing and extra creative experience. She is one of very few who can create a living, breathing symbiosis between strategy and creativity, and that has made my job as a designer both much easier, more fun, and more fulfilling. As a bonus, she’s one of the nicest human beings I’ve encountered!”
Art Director
Contact
Based in Sweden, working with clients internationally.
Available for interim, fractional, consultant and advisory work.
20+ years in the creative industry across the Nordics, the U.K., and the U.S., in-house, with agencies, start-ups, consulting, and independently, I’ve navigated never-ending shifts in communication across sectors and global brands.
At the core, it’s about enabling teams to do meaningful, impactful work, and supporting businesses in building readiness for innovation and growth.
Available for interim, fractional, consultant and advisory work.
About
20+ years in the creative industry across the Nordics, the U.K., and the U.S., in-house, with agencies, start-ups, consulting, and independently, I’ve navigated never-ending shifts in communication across sectors and global brands.
At the core, it’s about enabling teams to do meaningful, impactful work, and supporting businesses in building readiness for innovation and growth.
