Complexity isn’t blocking your brand.
Whether it’s scaling, repositioning, or trying to get your teams moving in the same direction: stop guessing.
The strongest brands aren’t perfect, they’re connected.
Start syncing yours. ✨️
Brand strength = growth.
Brand strength = growth.
Relying on campaigns alone is outdated.
The everyday experience customers have of your brand is the primary driver for trust, retention, and growth.
Most brand challenges aren't creative challenges. They're disconnections between teams, between strategy and execution, between what the brand promises and how it shows up.
The everyday experience customers have of your brand is the primary driver for trust, retention, and growth.
Most brand challenges aren't creative challenges. They're disconnections between teams, between strategy and execution, between what the brand promises and how it shows up.
Your brand strength is shaped through four core areas. Their level of maturity and readiness determine whether momentum builds or stalls.
The entry point is different for every organization, but the symptoms are the same. Do you know which are working at their true potential, and which are silently holding back your brand?
The entry point is different for every organization, but the symptoms are the same. Do you know which are working at their true potential, and which are silently holding back your brand?
Organization – Leadership – Brand foundations – Touchpoints
︎︎︎ Get in touch to find out ︎︎︎ 👀
The cost of disconnection
Disconnected brands show up as wasted spend, slow decisions, teams pulling in different directions and average communication that lands without impact. By the time it's visible, it's been taxing teams and budgets for some time.
Young businesses
(startup to first scale)
So far everything’s been building on speed and instinct. You've found traction. Now you are faced with:
(startup to first scale)
So far everything’s been building on speed and instinct. You've found traction. Now you are faced with:
- Campaigns starting from scratch, with little or no foundation to build on
-
A visual identity that bends depending on who's producing
-
Inconsistent or nonexistent briefs, making ad-hoc decisions and rework a constant
-
As you scale, spend increases but efficiency doesn't
-
A customer experience that doesn't yet match the product
Scaling businesses
(established brand, expanding operations)
Teams, channels, and a creative function are in place. Production is constant, and somehow still always behind.
(established brand, expanding operations)
Teams, channels, and a creative function are in place. Production is constant, and somehow still always behind.
-
Creatives are executing, but innovation is lowBrand foundations exist but aren't being applied consistently
- Marketing and brand are running in parallel, not in the same direction
-
Campaigns perform short-term without building anything cumulative
-
Brand KPIs are fragmented, based on short-term results or nonexistent
Large and global businesses
(complex organisations, multiple markets)
The brand is established, the organisation is large. Somewhere between strategy and execution, things fragment.
The brand is established, the organisation is large. Somewhere between strategy and execution, things fragment.
- Global teams and agencies adapt the brand in their own direction
- Internal teams optimise for their own metrics - ‘brand’ becomes a logo, colour or tagline
- Brand looks and sounds different depending on market, channel, or team
- Leadership manages inconsistencies and alignment instead of driving vision and growth
The challenges are not
unique.
They are predictable.
If addressed at the right level, they can be solved.
︎︎︎ Get in touch to learn how ︎︎︎ 💡
My experience
Brand & operations:
- Strategic brand platforms
- Brand identity & tone of voice
- Rebranding, repositioning & roll-out
- Brand- & creative strategies across channels
- From product-led to brand-led narratives
- Balancing performance & brand marketing – needs and processes
- Operational changes
- Goal setting and KPIs
- Increasing production & output efficiency
- Leveraging Ai and agentic processes
- Employer branding, corporate culture
Teams:
- Building and integrating creative teams
- Recruitment
- Improving creative quality, upskilling
- Teams working on new or business-critical projects
- Organizational changes, leading through uncertainty
- Balancing creativity & productivity
- Performance cycles & goal setting
- Enabling a coaching culture
- Motivation & engagement
- Communication and presentation skills
- Personal and professional growth
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.)
About
Available for interim and fractional engagements, project-based consulting, and advisory.
🍔️ Feed me complexity and the undefined and I will combine creative, operations and systems thinking to build the connections.
At the core, it’s about enabling teams to do meaningful, impactful work, and helping companies build the conditions for innovation and growth.
20+ years 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.
I work independently of industry and discipline. My focus is on the wider brand ecosystem, orchestrating brand coherence and clarity across strategy, communication, creative execution, and customer experience.
Companies and collaborators that have brought me here:
GANT
Podimo
Åhléns
Cogs Creative
Pond Design
Made To Order
AKA UK
AKA NYC
Guardian News & Media
Guardian Weekly
Vogue UK
Made In Earnest
BBC Radio 2
DJ Mag
...and many more, in all shapes and sizes ︎
🍔️ Feed me complexity and the undefined and I will combine creative, operations and systems thinking to build the connections.
At the core, it’s about enabling teams to do meaningful, impactful work, and helping companies build the conditions for innovation and growth.
20+ years 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.
I work independently of industry and discipline. My focus is on the wider brand ecosystem, orchestrating brand coherence and clarity across strategy, communication, creative execution, and customer experience.
Companies and collaborators that have brought me here:
GANT
Podimo
Åhléns
Cogs Creative
Pond Design
Made To Order
AKA UK
AKA NYC
Guardian News & Media
Guardian Weekly
Vogue UK
Made In Earnest
BBC Radio 2
DJ Mag
...and many more, in all shapes and sizes ︎
Working with me
“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
As a creative,
I loved big ideas.
As a leader,
I love enabling
big ideas.
I loved big ideas.
As a leader,
I love enabling
big ideas.
“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
“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
Art Director
“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
“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
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
“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
Function Manager
“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 in my life and nurture what is important, to keep the right direction and focus in my life.”
Global Director, CRM
Im taking with me new ways of thinking that I use to improve what is obstructive in my life and nurture what is important, to keep the right direction and focus in my life.”
Global Director, CRM