Selected Work

The Challenge

Turn Hiab's internal newsletter from an information channel into a communication tool that employees actually wanted to read — while increasing traffic to the intranet and strengthening internal culture.

What I Shaped

I redesigned the newsletter around clearer UX, concise copy, storytelling, and stronger calls to action. I introduced employee-focused content series, more visual storytelling, and a data-driven editorial approach, continuously refining the content based on performance.

The Challenge

Hiab's social media presence was largely product-centric and lacked a clear content strategy, structured planning, and shared goals. With multiple stakeholders publishing across a global organization, the challenge was to create greater consistency and relevance while shifting the focus toward customer value, brand identity, and engagement.

What I Shaped

I developed and implemented a social media content strategy, introducing three content pillars, clear KPIs, an editorial calendar, and governance for planning and ownership. I diversified the content through storytelling, video, employee and customer stories, UGC, and recurring concepts such as #WeAreHiab, #CommunityFriday and #HiabFlashbacks. I also created guidelines for social media, tone of voice, and content production, while establishing stronger editorial collaboration across global teams.

The Challenge

SFÖ's traditional member publication needed to evolve beyond its feel and role and become a stronger tool for visibility, engagement, and brand positioning for the professions the organization represented within the language industry while providing more relevant, up-to-date, and quality content.

What I Shaped

I led the editorial strategy and repositioning of the publication, which became so popular that it was turned into a digital content platform instead of a quarterly publication. I developed the long-term content strategy, editorial direction, and formats, combining industry insights, interviews, storytelling, and thought leadership with a stronger focus on digital visibility and SEO. I also managed the editorial process, contributors, and external suppliers.

The Challenge

Clownronden was building a new website from the ground up. The design framework was in place, but the content structure, page hierarchy, and copy still needed to be shaped. The challenge was to turn an empty canvas into an intuitive website that served different audiences while capturing Clownronden's warmth, professionalism, and purpose.

What I Shaped

I led the content strategy, information architecture, and copy development, defining what each page needed to achieve and how the content should connect across the site. I structured and prioritized information around user needs, developed page narratives and user journeys, and wrote the copy — from storytelling and informational content to headlines, calls to action, and microcopy. I worked closely with the web agency to make content and design reinforce one another.

The Challenge

Clownronden had powerful stories to tell, but needed a clearer narrative connecting its everyday encounters with its wider purpose. An important part of the challenge was also to strengthen the understanding of hospital clowning as a skilled professional practice and a valuable complement to healthcare.

What I Shaped

I developed a content ecosystem based on a well-defined strategy, an editorial calendar, and a style guide (visual and voice), building the storytelling around three clear content pillars: the effects of the meaningful encounters with patients and families; the professional craft and training behind the healthcare clowns, and the tight and continuous collaboration and dialogue with healthcare professionals. Also, I gave a voice to the community of partners and supporters that makes the work possible. These pillars guided content across social media, web, and the annual report. On social media the recurring content series were #VeckansÖgonblick, #EkonAvVåraMöten, #BerättelserFrånVårdrummet, #VadPersonalenSäger, and #StunderSomStannarKvar. The new editorial direction created a more cohesive and recognisable brand narrative across channels. During the same period, Clownronden's Instagram community grew from approximately 1,900 to more than 2,300 followers organically.

The Challenge

Many Hiab stakeholders were responsible for creating or commissioning content without formal training in copywriting, brand voice, visual identity, or digital storytelling. This led to inconsistent quality, recurring questions, and inefficient workflows.

What I Shaped

I created Copy This!, a monthly internal newsletter designed to train, guide, and empower content creators across the organization. I developed the concept, editorial planning, copy, and visual direction, combining bite-sized best practices, real examples, feedback, templates, and guidelines around copywriting, AI, content, and social media.

The Challenge

I designed and facilitated a creative kick-off workshop using art, play and collective reflection to turn ideas for Clownronden’s development into concrete actions for the year ahead. How do you create space for imagination and open-ended thinking — without ending the day with a collection of inspiring ideas that never go anywhere? For Clownronden’s autumn kick-off, I wanted to create a process where the team could step outside their everyday context, explore the organisation from new perspectives and translate their reflections into tangible possibilities for the year ahead.

What I Shaped

I designed the day around a visit to Skissernas Museum in Lund, using the museum and its artworks as prompts for discovery, association and imagination. Each participant received three simple assignments: discover something that sparked curiosity, associate something with Clownronden, and sketch an idea they wanted to see more of in the organisation. The process deliberately moved from individual observation → shared reflection → collaborative development. After the museum visit, participants shared their observations and then worked in small groups to select ideas, explore how they could be developed or tested, and connect them to Clownronden’s different areas of work.

The Challenge

How do you communicate the value of hospital clowning to healthcare professionals without reducing it to entertainment? For an article in Barnbladet, I wanted to connect Clownronden's work with questions that matter within children's healthcare: participation, trust, wellbeing, and the child's ability to retain a sense of agency in situations largely controlled by adults. The article explains that play isn't simply a break from reality for children, but a way of understanding and managing it.

What I Shaped

I built the article around Loisa, who underwent heart surgery at the age of 11 and remembered her encounters with the hospital clowns years later. At 15, she returned to the same hospital — this time as a work-experience student at Clownronden. Her story became the narrative thread for exploring a bigger idea: how play, improvisation, and human connection can create moments of agency in a healthcare environment shaped by procedures, uncertainty, and waiting. Rather than describing what hospital clowns do, I used one lived experience to show why their work can matter.