A Creative Soul with a Structural Mind

I have always been driven by a passion for design, interiors, and visual expression. This creative spark has followed me throughout my life—from my younger days as part of a creative collective, where we designed and renovated nightclubs, to being responsible for all creative activities at a youth center. These early experiences shaped my ability to lead projects and think spatially long before I entered the professional industry.

My journey into formal craftsmanship began when I trained as a seamstress, where I first learned to appreciate the harmony between texture and construction. However, my curiosity soon evolved from fabric and thread into building more complex structures, which led me to specialize in packaging design at Broby Grafiska.

I am obsessed with color and form, viewing design as a puzzle where aesthetics and function must click together perfectly. Throughout my career, I have also maintained a freelance practice, taking on projects within construction, packaging, and branding. This has kept my creative eye sharp and allowed me to constantly explore new visual worlds and trends.

Before my time at Loelle, I worked as a Designer and Structural Engineer at Re-board Technology AB. There, I transformed raw paperboard into everything from sustainable furniture to massive exhibition stands. It was there I mastered the entire chain—from the first conceptual sketch to operating the cutting tables and assembling the final product.

For the past seven years, I have evolved with Loelle Organic Beauty, moving from intern to Creative Director. This role allows me to merge my love for premium aesthetics with sustainability, overseeing everything from visual brand strategy and Art Direction to holistic packaging development.

I am a "hands-on" creative who thrives on the details. Whether I’m designing a global brand identity or engineering a recyclable display, my goal is always the same: to tell a visual story that doesn't just look amazing, but truly lasts.