The business of creativity

Navigating brand alignment within today's complex communication landscape presents a range challenges for any team or organization.

Successful creativity = efficiency, making an investment in creative essential for brand and business growth. 
Strategic or operational inefficiencies can disrupt brand alignment, expression, and creativity, whether you’re navigating uncertain times, scaling up, or in day-to-day operations.

I create unified and purpose-led frameworks for in-house-, remote-, or hybrid teams, agencies, and collaborators. 

My experience includes:

Brand & business:

  • Brand repositioning & concept development
  • Rebranding
  • Brand- & creative strategies across channels
  • Aligning brand expression through purpose & values 
  • Large-scale strategic roll-outs
  • From product-led to brand, storytelling and content 
  • Performance vs brand marketing – needs and processes
  • Building and optimizing in-house teams
  • Establishing operations & processes
  • Operational changes & goal setting
  • Increasing production & output efficiency
  • Employer branding, corporate culture


  • Brand expression: cross-departmental and stakeholder alignment
  • Improving creativity
  • Balancing creativity & productivity
  • Teams working on new or business-critical projects
  • Leading through uncertain times / change management
  • Organizational changes
  • Enabling a coaching culture
  • Motivation & engagement
  • Leadership, management and coaching skills
  • Personal and professional growth
  • Communication and presentation skills


Case studies

Rugvista (coming soon)

Got a project or role you’d like to discuss? 

Get in touch here ︎ 

Bonus content

I’m passionate about a coaching approach to leadership. Here’s why:

Coaching in business

(Source: 2009 ICF Global Coaching Client Study. The study was commissioned by the ICF but conducted independently by PriceWaterhouseCoopers.)

Increased productivity
Professional coaching explicitly targets maximizing potential and in doing this unlocks latent sources of productivity and supports individuals to confidently pursue new ideas and alternative solutions in the face of growing complexity.

70% improved work performance

improved business management

improved time management

improved team effectiveness

Positive People
In the face of uncertainty, expectations of 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

Return on investment
The coach–client relationship generates learning and clarity for forward action with a commitment to clear measurable outcomes.

68% individuals that made back at least their investment

86% companies that made back at least their investment

Of the 86%, 28% saw an ROI of 10 to 49 times the investment and 19% saw an ROI of 50 times their investment.

Satisfied clients
Virtually all companies or individuals who hire a coach are satisfied. Coaching is an effective catalyst for change.

99% “somewhat or “very” satisfied with overall experience

96% would repeat the process


Creative work

Case: GANT 
Case: Rugvista (coming soon)


This page is WIP, please excuse the unfinished vibe while it’s being finalized. ︎


Rugvista visual identity system, visual strategy, brand expression, creative direction, photo & video art direction, campaigns, collateral

About me

I spent the majority of my working life on the creative career ladder before I realized that awards and prizes weren’t true motivational drivers for me, personally. What an eye-opener..! 

With this insight, I chose to re-evaluate my focus, both professionally and creatively. In the process I identified two factors that have formed the trajectory across my career:

Enabling creatives to do their best work.

With over 20 years in strategic creative across the Nordics, the U.K., and the U.S.A., I've worked in-house, with agencies, start-ups, consulting, and independently. I've navigated the perpetual shift in the business of communication spanning diverse sectors and global brands.

This foundation has given me a unique ability to seamlessly work across brand, strategy, creative, production, and activation, connecting dots throughout the full spectrum of brand and marketing – always looking toward the next turn of events. And I love it.

Here are some of the companies, clients and collaborators I am grateful for, having brought me to where I am today:

Cogs Creative
Pond Design
Made To Order
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

Yes, I also coach leaders and creatives :) 

“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.”
Direct report (Creative)

As a creative,
I love 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!”
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.”
Direct report (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

“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

“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

“If you talk about it, it’s a dream. If you envision it, it’s possible. But if you schedule it, it’s real.”

Tony Robbins

If you are curious to find out more, have a project or role you’d like to discuss, get in touch! 
I’m currently based in Sweden, and work internationally på svenska or in English.

︎︎︎  ︎  ︎︎︎

Contact form


© Krista Nyberg, 2022.