Layering

Multiple layers with different textures were combined to build depth and atmosphere in the composition.

Typography

A marble texture was used as the text background for the title, paired with a self-made custom typeface.

Subject matter

The hand and flower were edited to sit naturally within the layered composition — matching the feel of the original while making it my own.

Creative process

Studying what makes great design work by rebuilding it — understanding composition, texture, and editorial storytelling from the inside out.

Layer management

Learned the hard way — merging layers too early meant losing flexibility. Keeping layers separate is critical for non-destructive editing.

Logotype design

Going from hand-drawn concept to traced Illustrator vector — understanding how small details like the anchor "t" create brand coherence.

Market research

2024 beverage trends pointed to clean aesthetics and premium positioning — the final design reflects those insights directly.

Compositing

Building a realistic campaign image from separate assets — bottle, background, grapefruit, logo — using blend modes and generative fill.

Core insight

Nespresso can be enjoyed anywhere and easily — so what if we asked very different people in very different places to draw their own version of the same mug?

The ask

Draw your easiest version of the mug wherever you are. Different hands, different places, the same moment of ease.

Tone

Luxury doesn't have to be intimidating. This campaign makes it personal, participatory, and honest — a taste & style for all seasons.

Process note

Intentionally loose sketching — practicing observation and shape-seeing rather than aiming for perfection. The imperfection is part of the point.

Information

Users filter out most of what they receive. Principles like Hick's Law, Visual Hierarchy, and Banner Blindness explain how attention is captured and lost.

Meaning

When users seek sense from information, they rely on Social Proof, Mental Models, and the Aha! Moment — filling in gaps with assumptions.

Time

Users look for shortcuts. Loss Aversion, Default Bias, and the Dunning-Kruger Effect all shape how quickly — and how well — decisions are made.

Memory

The brain favours peaks and endings. The Peak-End Rule, Sensory Appeal, and Delighters are what make experiences stick long after the screen closes.

The challenge

How can we get more people to book accommodation on STF's website — growing awareness, reaching new audiences, and spreading bookings across all four seasons?

The approach

A 360° campaign: a single bärande idé (core idea) that flows consistently through owned, paid, and earned channels — from Instagram to Clear Channel.

Research

Audience interviews, market research, competitor analysis (Airbnb, Hotels.com), and a deep study of STF's past campaigns including Call a Swede and Tro på Sommaren.

Deliverables

Client presentation with challenge, insight, strategy, and concept — structured across a 10-minute pitch with real client feedback built in.

Film

The campaign concept was brought to life as a short film — scripted, art directed, and presented to the STF client team as part of the final pitch at Berghs SOC.

UX redesign

Alongside the campaign, a new UX for the STF website was designed — rethinking the booking journey to make it more intuitive, seasonal, and conversion-focused. The specs frame details the full user flow and design decisions.