KARIN LUNDSTRÖM

I work as an independent consultant — clients bring me in to lead, not to fill a seat. Currently, I am assigned to lead Creative Direction for Axel Johnson’s preventive health portfolio (Bond Health Group), where I am responsible for defining and differentiating the brand identities of Bruce Studios, STC, Aspire Health Hub, and Palla. I also work hands-on as a senior trainer, with recurring classes at Barry's Nordic and events tailored for sports and fashion brands.

My approach is rooted in a dual expertise: a Master's degree in Graphic Design and Illustration from Konstfack combined with over 20 years of active involvement in the Nordic fitness industry. Having worked with global lifestyle brands and served as an athlete for renowned sports labels, I bring a perspective shaped by both the creative studio and the training floor.

I believe movement is a natural way of being, not a chore. My goal is to translate complex business objectives into high-impact creative work that inspires people to move — built on a foundation of true craft and collaborative team spirit.