O—M®
— GBG

Creative timeline 2000—2026 109 remembered entries Hover or focus for notes

Since 2000, my practice has moved from early web and mobile design through identity, digital products and services to strategy and AI. This working timeline gathers the projects, clients and collaborations I can remember—not a complete archive. Smaller, and sometimes important, pieces of design and strategy have inevitably slipped through.

Much of the work was created under NDA, while many older projects no longer reflect what I would showcase today. Together, the entries still trace the shape of a creative career. Visual fragments, experiments and more recent work appear in the Journal.

Year Client Work Field
2000– Day Design Webbyrå Digital agency Practice Started an independent digital practice when websites were still hand-built—moving freely between identity, interface, animation and production as the commercial web took shape.
2002 ZooVillage.se Web graphics Digital Created the visual layer for an early fashion storefront, balancing editorial attitude with the speed and clarity demanded by dial-up-era shopping.
2002 ZooVillage.se Web campaign (Flash) Campaigns Turned seasonal fashion stories into compact Flash experiences, using motion and interaction to give the campaign a sense of pace and occasion.
2002 Jive Streetwear E-commerce Digital Designed an early streetwear shop that carried the energy of the physical store from catalogue browsing through to checkout.
2002 Jive Streetwear Brand identity Brand Built a direct, youthful identity for the retailer—one graphic language that could live across the shop, packaging and its emerging online presence.
2002 Mr.Music Web campaign (Flash) Campaigns Translated a familiar music catalogue into a lively Flash campaign, using rhythm, movement and reveal to make browsing feel closer to discovery.
2002 Gastronomi Food & Service Brand identity Brand Created a food-service identity that balanced appetite and warmth with the confidence needed for a professional hospitality business.
2002 Gastronomi Food & Service Digital presence Digital Designed a clear digital home for the company, turning its food, service and personality into an inviting first impression online.
2002 Karlshamn Kulturliv Interactive cultural campaign (Flash) Campaigns Reimagined a local cultural programme as an animated digital poster—giving many different events one energetic place to be discovered.
2003 Vodafone Product campaign (Flash) Campaigns Made a new mobile proposition tangible through an interactive Flash campaign, turning unfamiliar features into a story people could quickly understand.
2003 Vodafone Sales tool (Lingo) Product & Service Designed a nonlinear sales presentation in Macromedia Director, helping conversations move naturally between benefits, examples and product detail.
2003 Vodafone Live 3D animation Motion Created a dimensional motion world for Vodafone Live, giving the new multimedia service the sense of depth and possibility its tiny screen could not yet show.
2003 Sony Ericsson Web campaign (Flash) Campaigns Built an interactive launch story around a new handset, using Flash to connect its technical features with a more immediate, desirable experience.
2003 3 & LG Mobile WAP page design Digital Compressed the proposition into a purposeful WAP page—clear hierarchy, short paths and useful content for small screens, keypads and slow connections.
2003 3 Mobile WAP carrier portals Digital Structured service and content discovery across 3’s early mobile portals, designing around the constraints of a still-new 3G ecosystem.
2004 Nokia WAP carrier portals Digital Adapted Nokia’s services for operator WAP portals, creating consistent journeys despite different devices, networks and carrier requirements.
2004 Nokia Interface design Product & Service Developed interface patterns that helped feature-phone users move between the handset and a growing world of connected services.
2004 Sony Ericsson WAP store design Digital Designed a mobile storefront for discovering and selecting digital content, with every decision shaped by the limits of WAP navigation.
2004 Jamster Mobile content design Digital Organised a dense catalogue of ringtones, wallpapers and mobile entertainment into fast, legible journeys made for feature phones.
2004 Aspiro Mobile content design Digital Turned downloadable mobile content into compact, browsable experiences at a time when every screen, click and kilobyte had to earn its place.
2005 Sony Ericsson Mobile content design Digital Extended Sony Ericsson’s brand into mobile content, adapting graphics and interaction to a varied portfolio of small-screen devices.
2005 Lexani WAP carrier portals Digital Designed carrier-portal journeys for keypad navigation, giving a broad mobile offering a simple hierarchy and a dependable visual rhythm.
2005 Vodafone Mobile content design Digital Structured branded mobile content inside Vodafone’s operator ecosystem, making discovery feel coherent across devices and service categories.
2006 Benders AB Digital product experience Digital Made a large building-products catalogue easier to understand online, bringing product detail, inspiration and practical specification into one clear structure.
2006 Benders AB Web campaigns Campaigns Created focused campaign stories around practical building products, adding seasonal relevance and visual energy without losing technical credibility.
2006 Benders AB Roof Planner — web tool Digital Designed a visual planning tool that helped people explore roof choices and move from a complex product system toward a confident decision.
2006 Benders AB Social media Campaigns Helped the brand enter early social media with a useful, conversational presence built around homes, materials and ongoing customer questions.
2006 AB Volvo CRM design CRM Designed CRM communication across a complex family of Volvo businesses, creating a system that could stay recognisable while serving different audiences and markets.
2006 Autoadapt Customer information experience Digital Clarified a highly personal mobility offer online, presenting vehicle adaptations with practical detail, dignity and a reassuring path to the right support.
2007 Barium Brand identity Brand Gave an emerging process-management platform a sharper identity—making an abstract enterprise product feel more focused, modern and approachable.
2007 Barium Digital product communication Digital Translated process modelling and workflow software into a website people could grasp, using clear scenarios instead of relying on technical language alone.
2007 Barium Web campaigns Campaigns Built campaign narratives around the everyday value of better processes, turning enterprise software features into concrete organisational possibilities.
2007 Björk Eklund Group Corporate digital presence Digital Created a corporate website that brought the group’s different activities under one credible story without flattening their individual character.
2007 Business Region Göteborg Business support platform Digital Organised a broad regional offer for entrepreneurs, investors and businesses, making routes to support and opportunity easier to recognise.
2007 Delsjö Golfklubb Club and member experience Digital Designed a welcoming club website where practical information, play and community could coexist without competing for attention.
2007 Frölunda HC Web campaigns Campaigns Channelled the pace and emotion of ice hockey into digital campaigns made to energise supporters around matches, moments and the season.
2007 Mack Trucks Australia Web campaigns Campaigns Adapted the toughness of Mack’s trucks for an Australian audience, turning product capability into bold, direct campaign stories.
2008 NTEX Logistics digital presence Digital Mapped routes, capabilities and contact points into a confident logistics website—designed to make a complex operation feel dependable and easy to approach.
2008 Riksbyggen Housing service experience Digital Organised homes, services and member information around real customer needs, giving a large housing organisation a calmer and more useful digital front door.
2008 Riksbyggen Web campaigns Campaigns Turned housing offers and everyday living themes into focused digital campaigns that could guide attention from inspiration to enquiry.
2008 Volvo Bus Corporation CRM design CRM Created lifecycle communication for fleet and transport audiences, balancing commercial relevance with the detail expected from a global vehicle business.
2008 Volvo Car Corporation CRM design CRM Designed consistent customer communication across the ownership journey, connecting the Volvo Cars brand with practical, timely information.
2008 Volvo Construction Equipment CRM design CRM Shaped CRM for machines, services and dealer relationships, bringing order to the many touchpoints surrounding construction-equipment ownership.
2008 Volvo Penta CRM design CRM Designed communications for marine and industrial customers, accounting for long product lifecycles, dealer relationships and very different use contexts.
2008 Volvo Truck Corporation Digital product experience Digital Reworked a product-rich corporate site around transport needs, helping visitors move from individual truck models to the wider business solution.
2008 XDIN Corporate digital presence Digital Presented an engineering consultancy through its people, capabilities and assignments, giving technical depth a clearer and more human digital expression.
2008 Malmö Redhawks Supporter experience Digital Created a club website that brought fixtures, news and supporter culture into one fast-moving home for the Redhawks community.
2008 Mölndal Energi Customer service experience Digital Simplified the digital customer journey around energy services, prices and practical questions—subjects that need clarity more than spectacle.
2008 Miljöpartiet Public information platform Digital Made policy, people and participation easier to navigate online, turning a broad political programme into clearer paths for understanding and action.
2008 Volvo Ocean Race Product campaigns Campaigns Connected the drama of a round-the-world race with product-led campaign stories, translating sponsorship into something audiences could actively explore.
2008 Volvo Ocean Race Global event platform Digital Designed a global event platform for teams, routes, stories and results—giving a long, complex race one coherent digital rhythm.
2008 GAIS Web campaigns Campaigns Created nimble supporter campaigns around matches and club moments, carrying GAIS character into a format built for quick attention and response.
2009 Tele2 Digital sales and service Digital Simplified a fast-growing telecom offer into clearer paths for products, support and self-service, while keeping Tele2’s direct personality intact.
2009 Tele2 Product campaigns Campaigns Turned plans, devices and price-led propositions into brisk campaign journeys that made the value visible without burying people in telecom detail.
2009 3 Digital sales and service Digital Organised mobile and broadband offers around customer decisions, creating a cleaner bridge between comparison, purchase and ongoing service.
2009 Elite Hotels Web campaigns Campaigns Built destination and offer campaigns that combined the atmosphere of a hotel stay with a direct route to availability and booking.
2009 Ballingslöv Web campaigns Campaigns Moved kitchen campaigns from isolated product messages toward complete-room inspiration, helping materials, function and personal taste work together.
2009 E.ON Customer service experience Digital Structured energy products, service information and customer tasks into a more understandable web experience for both households and businesses.
2009 Fingerprint Cards Technology communication platform Digital Translated advanced biometric technology for investors, partners and customers, pairing technical credibility with a clearer story about where it could be used.
2009 IFK Göteborg Supporter experience Digital Designed a lively digital home for fixtures, results, news and the supporter community, keeping the club’s identity present in every practical interaction.
2009 SCA Product campaigns Campaigns Turned a wide portfolio of products and brands into focused campaign stories, finding a human point of entry into a large international company.
2009 Volvo Trucks Product campaigns Campaigns Made engineering, performance and driver benefit work together in product campaigns that felt as purposeful and robust as the trucks themselves.
2010 Chalmers Product campaigns Campaigns Created recruitment and research campaigns that made academic opportunity feel immediate, giving complex subjects a clear invitation and point of view.
2010 Chalmers University digital platform Digital Restructured a complex university website for prospective students, researchers, partners and staff—many audiences sharing one institution but not one task.
2010 Chalmers Brand design Brand Extended Chalmers’ academic character into a flexible visual system, balancing institutional authority with curiosity, experimentation and forward motion.
2010 Stena Line Travel planning and booking Digital Brought routes, timetables, destinations and booking into a clearer travel journey, designed for both practical planning and the anticipation of leaving.
2010 Stena Line Web campaigns Campaigns Turned ferry travel into destination-led campaign stories, combining the offer, the route and the feeling of a short escape.
2010 Ludvig Svensson Product and brand experience Digital Made technical textiles visually compelling without losing precision, connecting material innovation with the spaces and conditions the products shape.
2010 Elite Hotels Marketing campaigns Campaigns Created a campaign system for seasonal stays and city offers, keeping the hotel brand coherent while giving each destination room to speak.
2010 Cwater Product design Product & Service Helped shape an early product idea from proposition to interaction, giving an unfamiliar concept a coherent form, voice and path through the experience.
2010 Jönköping University University digital platform Digital Designed a university site around many distinct journeys—from choosing an education to finding research—while preserving a clear institutional whole.
2010 Xtravaganza Branding Brand Reframed a weight-management brand around sustained lifestyle change, using an encouraging identity that felt more supportive than corrective.
2011 Resia Travel discovery and booking Digital Redesigned travel discovery for a moment when planning was moving between desktop and mobile, joining inspiration, comparison and booking in one journey.
2011 Tele2 Europe Product design Product & Service Developed shared product patterns for a multi-market telecom business, making core customer journeys consistent while leaving room for local offers and behaviour.
2011 Tele2 Europe Multi-market digital platform Digital Created a European web framework that could hold one recognisable Tele2 experience across markets with different products, languages and commercial priorities.
2011 Tele2 Europe Digital brand design Brand Turned Tele2’s attitude into a practical digital design language—clear enough to scale, expressive enough to remain unmistakably the brand.
2011 Tele2 Business Digital brand design Brand Adapted Tele2’s direct voice for business customers, adding confidence, utility and structure without replacing the energy of the parent brand.
2011 Tele2 Business Marketing campaigns Campaigns Built campaigns around recognisable business needs, translating connectivity and service offers into concise reasons to act.
2012 Bikroy Brand identity & design Brand Created a simple, trusted identity for Bangladesh’s emerging online marketplace, designed to make buying and selling feel open to everyone.
2012 Future Eyewear Group Brand portfolio experience Digital Designed a product-led home for a portfolio of eyewear brands, balancing distinct personalities with the clarity of one Nordic company behind them.
2012 Comviq Digital sales and service Digital Made prepaid plans, prices and add-ons easier to compare, carrying Comviq’s accessible, no-nonsense character through the entire website.
2012 Trelleborg Global product platform Digital Organised a vast industrial portfolio around applications and customer needs, helping specialised solutions become findable across a global business.
2013 Trelleborg Marketing campaigns Campaigns Turned technical capabilities into application-led campaign stories, showing where Trelleborg’s engineering matters instead of only describing what it is.
2013 Trippio Startup and branding Brand Helped an early-stage venture find its proposition and personality, building a brand flexible enough to test the idea while still feeling intentional.
2014 Arla Digital platform & campaign Campaigns Joined product, recipe and campaign storytelling in one appetising digital experience, giving everyday food inspiration a clear route back to the brand.
2014 Västtrafik Brand and app design Brand Extended Västtrafik’s identity into a mobile service, making journey planning and travel information feel like one calm, recognisable public experience.
2014 Castello Brand experience & campaign Campaigns Built a sensory digital story around cheese discovery, using Castello’s heritage as a foundation while giving its many varieties room to surprise.
2014 Chalmers Marketing campaign Campaigns Turned education and research into a focused campaign invitation, helping prospective students see both the intellectual challenge and the possibility ahead.
2014 Hermods Brand & digital experience Brand Renewed a long-established education brand and website around flexible learning, making many study paths feel contemporary, accessible and easier to choose.
2014 Försvarsmakten Internal portal design Product & Service Designed an internal portal around roles, tasks and findability, bringing consistency to information used across a large and operationally complex organisation.
2014 Akelius Fastigheter Brand & customer experience Brand Connected brand and website across homes, tenant needs and corporate information, giving a large property company one more coherent public presence.
2015 Huddinge kommun Brand & public service experience Brand Translated a municipal identity into inclusive digital public service, creating clearer paths through information that must work for many people and circumstances.
2015 Baxter Marketing strategy Strategy Set a marketing direction for a regulated healthcare context, clarifying audiences, priorities and messages before deciding what each channel should do.
2015 ACO Brand & digital experience Brand Balanced clinical trust with everyday approachability across identity and website, making skincare expertise feel credible without becoming distant.
2015 Klarna Internal tool design Product & Service Designed an internal product around the work people actually needed to complete, reducing operational complexity into clearer information, decisions and next actions.
2015 SVT Flow Digital product design Product & Service Explored how a public-service streaming product could make programmes easier to discover, continue and enjoy across an expanding field of on-demand viewing.
2015 STIM Member and licensing platform Digital Made music rights, licensing and royalties easier to understand online, serving creators, customers and partners without losing the organisation’s cultural role.
2015 Liseberg Brand identity & design Brand Developed a flexible identity for a place made of many moods—balancing Liseberg’s history with the energy, surprise and movement of a day in the park.
2016 Roxtec Brand identity & design Brand Gave modular sealing technology a stronger global expression, turning engineering precision and protection into a brand system built to travel across markets.
2016 Santa Maria Food inspiration platform Digital Connected products, recipes and inspiration in a shared digital world, making Santa Maria’s range feel useful in the kitchen rather than static on a shelf.
2016 Stena Metal Product strategy & design Strategy Set product direction around circular material flows, connecting customer needs, operational knowledge and service opportunities before shaping the interface.
2016 Convini Brand & service experience Brand Created a warmer, more useful identity and website for workplace food, making convenience feel considered rather than merely functional.
2016 Nelly.com Digital brand design Brand Translated Nelly’s fashion attitude into repeatable digital behaviour, aligning editorial expression, campaign pace and commercial interaction.
2017 Hultafors Group Brand identity & design Brand Built a group identity around craft, precision and usefulness, giving a portfolio of specialist tool brands a stronger shared foundation.
2017–2019 Volvo Cars Labs Strategy & design Strategy Led exploratory strategy and design in Volvo Cars Labs, turning emerging technology into tangible service concepts that teams could discuss, test and learn from. 2019–2021 Polestar Strategy & design Strategy Shaped early product and service direction for an electric performance brand, pairing Polestar’s visual discipline with experiences that felt equally focused. 2022–2023 Volvo Construction Equipment Strategy & design Strategy Created a strategic design direction for complex construction-equipment services, connecting operator needs, business priorities and future digital opportunities. 2024 Autoliv Strategy & design Strategy Developed a service-design framework for automotive safety, helping teams connect user needs, organisational decisions and the moments surrounding a critical product.
2016–2026 Humblebee Co-founder, designer & AI strategist Practice Co-founded and helped lead the studio across strategy, service and product design—later expanding the practice into AI strategy, workshops and design-led transformation.