A selection of event and exhibition work across public sector, FMCG and B2B, focused on turning brand presence into something people actually engage with.

Working with events and exhibitions has consistently been about more than visibility. In many cases, the challenge has been to translate complex offerings into something that works in a physical environment, creating clarity, flow and interaction in situations where attention is limited and competition is high. My role has typically covered concept, visual direction and execution, often in close collaboration with marketing, sales and production.

Designing for dialogue (PRO, Seniormässan)

PRO needed to present four distinct business areas within one shared space. The challenge was to create clarity without fragmenting the overall presence.

The stand was designed as a room divided into four defined sections, clearly separated, yet visually connected. This made it easy for visitors to understand the different areas while still experiencing PRO as one coherent organisation.

From product to offer (Sverigepumpen, Hem & Villa)

Sverigepumpen needed to communicate a subscription-based energy solution, a more complex offer than a traditional product.

The stand focused entirely on explaining the service. A central wall visualised the process in simple steps, breaking down a complex system into something easy to understand and discuss. The space supported a clear visitor journey and made it easier for sales to engage in conversation.

Event as service & brand (AXA, Vasaloppet)

AXA’s presence at Vasaloppet extended far beyond a traditional exhibition. As a major sponsor, the brand needed to be both visible and useful.

The activation included product exposure, food serving, service stations and support for participants. The role of the environment was to connect brand, product and performance into a tangible experience, where AXA became part of the event, not just a sponsor.

Equal presence, distinct identity (Eskilstuna, High School Fair)

At the high school fair, multiple schools needed to compete on equal terms, a key requirement in a municipal context.

The solution was to create a system of spaces that were equal in structure but clearly differentiated through identity. Each school had its own defined area, expressing its core brand, while still being part of a coherent whole. This made it easier for visitors to compare options without losing orientation.