Portfolio
Digital Advertising for DOOH-Screens
As a graphic designer at an advertising agency, I created anywhere from 5 to 30 digital ads per day for clients looking to advertise on DOOH (Digital Out-Of-Home) screens throughout Sweden. These screens are placed and targeted at audiences in gyms, golf courses, grocery stores, schools & universities, and padel halls.
I had the privilege of collaborating with and designing materials for a wide range of clients, including industry-leading companies and innovative startups, such as major tech firms, hotel chains, law firms, housing associations, industrial businesses, and airlines.
Working with so many different industries has given me a deep understanding of various clients' needs and challenges. I believe in creating tailored solutions that align with each client's unique vision and brand identity.
The ads were designed using tools such as Photoshop, Rush, Premiere, After Effects, and Express, based on the client's description, requests, and any provided image or video materials.
The specifications for the ads are 1920 x 1080 pixels (width x height) in JPG format for still images and MP4 format for videos. There are also vertical ads with reversed dimensions (1080 x 1920 pixels).
The materials displayed in the following carousel are examples of how these ads look and are not actual client ads. Due to client confidentiality agreements, I am unable to showcase specific work from my previous role. However, I can describe the scope of my experience and the skills I applied. I’m looking forward to discussing your project ideas.
Motion Graphics Ad for Fitness Festival 2023 - Älvsjö Exhibition Center, Stockholm
DOOH Advertising Campaign for
Fitness Festival 2023
During my role as a graphic designer, I had the chance to create two dynamic advertising videos for the Fitness Festival 2023, which took place at Älvsjö Exhibition Center in Stockholm. The festival is one of the major events for fitness enthusiasts and industry professionals. My goal was to develop engaging and effective DOOH (Digital Out-of-Home) ads that communicated the company's vision clearly and impactfully.
My Creative Process and Tools
To ensure that the advertisement could be displayed on both portrait and landscape screens within the exhibition area, I produced two versions of the commercial: one vertical and one horizontal. The process included:
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Photography: Used a professional camera to capture high-quality images.
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Image Editing in Photoshop: Edited and enhanced images, adding text messages and graphics to ensure maximum visual impact.
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Video Editing in Premiere Pro: Created a cohesive and engaging narrative through carefully selected clips and transitions.
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Animations and Special Effects in After Effects:
Added movement and life to the videos with advanced animations and effects to capture the viewer’s attention.
Outcome
Displayed on every screen at the exhibition, both indoors and outdoors, the commercials captured the attention of visitors with their strong visual impact and clear messaging. The vertical version was tailored for portrait screens, and the horizontal version was adapted for landscape screens, achieving maximum visibility and effectiveness.
Through these commercials, the company’s visibility was significantly increased, which led to a notable rise in both the number of customers and booth visitors. The effective and visually appealing communication not only boosted the company’s brand value but also created a positive impression among festival attendees. Furthermore, the company reported a substantial increase in sales during the exhibition, clearly demonstrating the direct business benefits of the commercials created.
Digital Motion Ad &
Print Newspaper Ad
Project overview
The task is to create two distinct recruitment ads for a company that’s booming and in need of talented new salespeople for their product divisions. With a multitude of sales positions available on the market today, we need to stand out and attract the best candidates to choose us. We’re on the lookout for driven, sociable, goal-oriented individuals who thrive on competition.
The Challenge
I was commissioned to design two unique and compelling recruitment ads aimed at finding new media salespeople for our office in Eskilstuna. The challenge was to create eye-catching and innovative ads that not only attract the right candidates but also uphold and enhance the company’s brand image.
The Creative Challenge
For the digital ad, I utilized Vegas Pro to produce a dynamic and engaging advertisement. I conducted thorough research and incorporated elements that represent the company’s core interests. The ad features a high-energy style and tone to appeal to young, driven, sociable, goal-oriented, and competitive individuals. I adhered to the parent company’s neutral color scheme of black and white and used royalty-free images and music from the internet to meet tight deadlines. My focus was on expertly editing and aligning the content to ensure a sleek and logical presentation.
The Print Ad
The print ad took a humorous approach with a black background and white typography to create a striking contrast and grab attention. The first half of the ad employed bold, attention-grabbing text, while the second half provided more detailed information in a more readable, subdued typeface. The ad concluded with the company’s logo on a light gray background to add a touch of dynamism and completeness. The final product was a print-ready PDF created in InDesign, featuring clear typography, a balanced color scheme, and well-thought-out layout and graphic elements designed to guide the reader through the content.
Results and Impact
Both ads effectively showcased the company’s vibrant culture and exciting opportunities, helping to attract high-quality candidates and elevate the company’s presence in the competitive job market.
Videos for Seasonal
Office Events
I was tasked with creating two materials to be used as background videos for the office displays during events, aimed at enhancing the atmosphere for each event. One with a Halloween theme and one with a Christmas theme.
Usually, there are plenty of YouTube clips available for this purpose, but since many of the screens are vertical, it becomes a tougher task as YouTube clips are horizontal. They cannot be displayed in full screen on a vertical screen without large black bars at the top and bottom. I had only 1-2 hours to design these background videos.
I assembled a base image using assets from stock services and manipulated colors, added effects, and placed various objects, etc., to achieve my vision in Photoshop. Some objects were exported separately with transparent backgrounds to be used as animations and to have different effects such as blurriness to achieve dynamism. I created and progressively built layers of these images and moving elements in Express to achieve an animated video with depth and a 3D effect suitable for each event.
Graphic Design - Print
The project focuses on studying the production of multi-page documents. I work with various graphic approaches that can be used for effective visual communication, aiming to understand how details in a layout influence the overall design.
During the project, I develop my skills in reflecting on and reasoning about the challenges of creating functional and purpose-appropriate grids and layouts.
The content is inspired by real-world client-related projects and includes both practical and theoretical components. To carry out the project, I use Adobe software such as InDesign, Illustrator, Photoshop, and Lightroom, as well as a mirrorless SLR camera with a 50mm F1.7 lens for photography.
The work results in two print products: a poster for a potential photography exhibition and a brochure promoting the photographer and their work.
Formative Design: Graphic Design
Here, I develop both practical and theoretical knowledge of graphic design and the process of two-dimensional design. I also gain deeper insights into effective tools and methods for graphic production, as well as the components and applications of graphic design. By the end of the project, I am able to create a cohesive graphic design based on a project brief, where details are carefully crafted with consideration for the target audience and context.
In this project, I work with:
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Layout: the visual language, composition, and principles of graphic design.
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Digital text and image handling: creating illustrations and editing images.
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Analysis of context and audience.
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Information hierarchy and communication strategies.
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Aesthetic and stylistic coherence.
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Typography and text as a graphic element.
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Concept development and presentation techniques.
The project work results in a graphic production that encompasses visual communication, concept development, layout, typography, and presentation techniques.
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A visual identity that meets the needs of the fictional company: including background, style, messaging, and communication, featuring logos, typography, graphic elements, color schemes, and business cards.
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A product packaging design ready for print.
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The product is presented as a complete packaging in a 3D model, visualized in 2D.
Web Design - Responsive Design Project
This project involves creating a demo website for an online store that sells a selection of vegan products.
The website are going to have a store where users can register, log in with their email and password, and be able to update their details.
The goal is to learn the basics of programming by building an online store with a MySQL database and using the PHP programming language. The website should also be responsive, meaning it must be functional not only on desktops but also on at least one smaller device, such as a smartphone or tablet.
During the project, I practice planning by creating a project plan with an accompanying flowchart. In the design process, I work on both analog and digital sketches and wireframes for the website, followed by developing a visual identity. The code is developed in the front-end using HTML, CSS, Bootstrap, and JavaScript, and in the back-end using PHP and MySQL.
Creative Design - Visual Communication
In this project, I develop practical and theoretical knowledge of working with typography and two-dimensional design. I explore the effects of using images and text in visual messaging. Furthermore, I analyze and critique the images and typography we encounter in everyday visual communication.
In this project, I work with:
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Image semiotics – concepts and models
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Typographic design and text
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Color theory
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Pedagogical theories on image analysis and composition
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Current research in image education
The project results in two potential election posters with accompanying new logos for two predetermined political parties, redesigned for a fictional election. The posters must represent the parties' backgrounds, goals, and slogans.
Graphic Design - Typography, Composition, and Layout
In this project, I work on the design and layout of a book. I integrate text, images, and graphic elements to create a cohesive look for the cover, back cover, and a spread from the book’s interior. Initially, I conduct research, gather inspiration, and sketch designs.
Throughout the process, I reflect on questions such as:
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What is a text block?
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What is an orphan/widow line, and how can it be avoided?
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What is left-aligned, right-aligned, centered, and justified text, and when should they be used?
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What font family should be used for body text in a book, and why?
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How should I differentiate a headline from body text?
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What font sizes work well for body text in books for adults, and why?
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How should I handle layout, composition, and margins?
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How do I process typography to ensure consistency across pages?
I have to follow specific guidelines:
Front cover must include at least:
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Title
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Author's name
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Image (photo) or illustration
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Publisher's logo
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Dimensions: 145 mm x 215 mm (portrait)
Back cover must include at least:
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Text about the content
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Author bio
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Image (photo) of the author
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Image (photo) or illustration
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ISBN code
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Dimensions: 145 mm x 215 mm (portrait)
Interior spread must include:
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Text
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Page numbers (pagination)
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Each page measures 145 mm x 215 mm (a spread includes two pages)
Graphic Design - Print
In this project, I design a brochure for a fictional company called Williams, which specializes in building preservation. I work from a graphic manual, logo, image material, and some client requests to create a brochure for a trade fair. The project is an exercise in working within certain constraints and using existing materials, combined with creating new content to deliver a cohesive and interesting product.
I use InDesign for the brochure layout, Illustrator for graphic elements and illustrations, and Photoshop for image editing.
Brochure guidelines:
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The content dictates the format, A4.
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The brochure should contain both text and images over at least 6 pages.
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It’s up to me to determine which information is included. All headings, captions, and lists should consist of actual words or sentences that reflect the brochure's purpose. Lorem ipsum text is used for body text.
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Pictures obtained by the customer of employees must be used. And at least 5 of the 7 images from the work done by the company. The images do not have to be "product images" but they must work with the content and in context - I will make all images/illustrations work together and in context. Images must fit with the content and the overall theme.
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The brochure should include color (in addition to the photographs).
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The brochure must contain page numbering.
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The brochure must be carefully laid out, adhering to the client’s graphic manual and requests.
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I design the brochure based on a self-created grid with margins, columns, and modules. The content must be presented clearly and effectively.
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The brochure is designed in InDesign.
The exported PDF of the brochure must follow these guidelines:
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3 mm bleed
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Crop marks
Interaction Design - E-Dosetten
Here I develop my knowledge of creativity, design and IT, which includes developing an understanding of creativity from a theoretical perspective in order to then be able to apply it practically for innovations in design and IT. Furthermore, I develop an increased understanding of the use of methods to create and implement creative processes, as well as how the results from such a process can be analyzed and presented.
I deal with methods applied to create conditions for idea generation, concept development and promotion of creativity and user-centered design processes. But also methods used to understand the context of use and identify the needs of different user groups with the help of design dialogues.
In this project, I learn:
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Definitions and concepts.
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How to apply idea generation, design, concept development, and sketching in the design process.
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Practical use of participatory IT design, where stakeholders actively contribute to the design work, and how to present the results to different groups.
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How to apply design and evaluation methods to map out user needs.
The project results in a concept for a mobile application that assists with medication management, developed through participatory IT design.
This includes a clickable high-fidelity prototype for mobile users and a 90-second commercial that pitches and demonstrates the concept in an entertaining and informative way.
Graphic Design - Illustration, Typography & Layout
In this project, I create invitation cards for two different events. The graphic designs are tailored to the target audience, context, and recipients.
I work with:
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Layout: The visual language, composition, and principles of graphic design.
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Digital text and image handling: Creating illustrations and editing images.
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Context and audience analysis.
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Information hierarchy and communication strategies.
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Aesthetic and stylistic coherence.
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Typography and text as graphic elements.
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Concept development and presentation techniques.
Vector illustrations and graphic elements are created in Adobe Illustrator and then integrated into two InDesign documents, where I refine the unique typography and layout of each invitation card.
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