Creative direction
Ongoing
One membership, access to 1,000+ gyms, classes, and recovery across Sweden, Denmark, and Norway. A rebuild of the entire brand from the ground up – new visual identity, new brand strategy, and campaigns from concept to final production. Established Bruce Studios in Denmark, including PR and partnerships. All of it built to drive growth.
Ongoing
Driving the ongoing repositioning of one of Sweden's largest fitness chains, 270+ gyms – new visual identity, imagery production, club launch campaigns, and continuous creative direction, built to support membership growth and consistent brand execution at scale.
Ongoing
A casual health app for the 70% who aren't active yet. Small hacks, big impact – micro-missions and live feedback from an original character, instead of training plans and pressure. Launched January 2026. Creative direction across product and brand – including the character design that carries the product's core feedback loop, and the go-to-market strategy from positioning to launch assets.
Current assignment
Leading creative direction for a preventive health portfolio — defining and differentiating each brand identity so the group reads as one family without any two brands competing.
Illustration
PUBLISHED BY BONNIER CARLSEN
PUBLISHED BY IDUS FÖRLAG
ARTWORK & ART DIRECTION HYSTERIA
ARTWORK BRAND ID
ARTWORK FASHION / MUSIC
ARTWORK INTERIOR