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.
and
Change.

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:


GANT
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

Yes, I also coach leaders and creatives :) 

“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

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

---

---

Experience

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 
• Balancing performance & 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
  

Leadership:

• 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
  
• Team structure and recruitment
• Enabling a coaching culture
• Motivation & engagement
• Leadership, management and coaching skills
• Personal and professional growth
• Communication and presentation skills
  

---

---

Coaching in business

I have a coaching approach to my leadership, and I also 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.

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

73% improved relationships

72% improved communication skills

67% improved life/work balance

Case GANT 
Case Rugvista
Case Podimo (in progress)

A selection of creative work:

Rugvista

Founded in Malmö, Sweden, in 2005, Rugvista is one of Europes leading D2C e-commerce companies, with a mission to make it easier than ever to find the perfect rug, so that you can create a home you love.  

Rugvista offers online sales of rugs in 20 different languages through the Rugvista brand, in a selection of high quality and affordable design and traditional rugs. The assortment consists primarily of in-house developed and selected rugs exclusive to Rugvista.

Visual identity

In 2022 Rugvista launched an updated communication platform and logotype, needing a scalable identity to support it.

The new identity ensured relevance to differentiated target groups, whilst creating a recognizeable brand language and strong product representation in a social friendly approach. 


Scaling the brand 

With a primary focus on aquisition- and content marketing, fast execution and speed to market across platforms was a necessity.

To secure a sustainable roll-out, a digital brand management platform & DAM system was implemented. This enabled efficiency, democratized access and visually aligned communication across touchpoints. With a reduced admin overhead as a result, the creative team pivoted in audience-targeted content, quality and output.

WIP Campaigns & production

The new visual identity also enabled execution of content to effectively target audience segments. 

- Content production grew with 64%
- Reactive content in SoMe through the introduction of agile productions
- Transition from site first to social first
- Increasing asset variation in production, broadening the scope for content marketing

Compared to 2021, The Black Friday campaigns in 2022 and 2023 were activated with relevant offers across more channels, and combined exhibited a 120% increase in both orders and sales.
The campaign included tactical mini-categories, with a scalable and recognizeable design system across multiple channels.

A key to the success was ensuring executing teams could seize reactive opportunities, by enabling a self-service approach to adapt and version on-brand assets. Thanks to a scalable eco-system from creative concept to execution, the team turned around 350+ assets in a cohesive and effective campaign.