FJÄLLRÄVEN

In-House Creative

Fjällräven sought to introduce its Scandinavian outdoor wear to a younger, western audience as it launched in North America.

I was part of the in-house marketing team that reimagined the brand’s image for this new market. Through print, digital, and in-store design, we crafted a visual language that preserved Fjällräven’s authentic roots while appealing to a youthful, adventure-driven consumer base. The work spanned across marketing materials, creating cohesive, market-specific campaigns that redefined the brand for a new audience.

In-House
Role: Senior Designer
New York City, 2011–13