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Creating Future Focused Brands 

From Insights To Activations


I believe in the power of trends- and consumer- insights to pinpoint tomorrow’s opportunities. Strategic foresight is the most valuable tool you can adopt to chart a course for the future. And that you will be able to position your brand uniquely and generate interest for your products and ideas through my bespoke reports.


For a strategy to be authentic, there needs to be a credible correlation between what we promise to fulfil and how we position ourselves on the market and in the head of the consumers. I'm specialised in transforming research and insights into strategic platforms, to craft brands that stand out from the competition.


I believe great communication flourish from a disruptive intersection of trend insights, brand experiences, PR and content. That genuine storytelling and future focused brand concepts will connect brands and consumers in authentic experiences that will move freely between earned, paid and owned channels.  

I offer a service as freelance consultant, where I help progressive lifestyle brands understand global drivers, value changes, and macro trends. How this could be defined into their strategic platform and turned into creative actions.


With +20 years of experience in brand activations, insights, and development, from working with active lifestyle brands, outdoor, sports, fashion and food n' beverage. I bring a wealth of knowledge and expertise to every project. Whether you're looking to establish a new brand or activate an existing one, I have the skills, expertise and network needed to help you achieve your goals.

At Above The Clouds, I offer a freelance consulting service that allows you to leverage my in-depth expertise across a range of specialty areas, without having to increase your permanent staff or contract a full-size agency. 

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Power up Brand Strategies through Sustainability and Eco-Decisions.

An important challenge for anyone who wants to drive consumption in a more sustainable direction is how to spread their ideas and initiatives while still being relevant and attractive to the consumer. 

I’m specialised in consumer centric sustainability and help brands understand global drivers, value changes, and macro trends and how that could be defined into their strategic platform and turned into a roadmap of sustainability actions.

Image Credit: Norr Agency, 365 Naturkompaniet.Tretorn Ghost Net Jacket X Naturkompaniet

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The NXT Sustainable Consumer Report 2023


The NXT Sustainable Consumer Report 2023 - The Post Purpose Activists - is a trend report based on quantitative data from a nationally representative sample of 2,405 respondents in Sweden and Denmark. The report is part of Above The Cloud's : Future Series on sustainability and lifestyle behaviours linked to consumption.

with a rebel spirit

I believe great communication flourish from a disruptive intersection of trend insights, brand experiences, PR and cultural manifestations. I craft stories and concepts to create experiences, that engage consumers and moves freely between earned, paid and owned channels.

​My communication approach is grounded in trend research and cultural insights, allowing me to develop a deep understanding of how global value shifts change attitudes and behaviour and how macro- and micro trends create cultural manifestations that we can make your brand be associated with. 

Selected Projects

This is my personal portfolio

With a blend of trend research, consumer insights, brand strategy and conceptual activations i help breathe new life into clients brand strategy and communication. 

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Strategic Brand Platform

Strategic brand platform and brand hierarchy for three brands. The work was carried out for BLCK Communication for a global producer of work wear. The strategy work included creation of a three brands platform. Positioning of the the brands, purpose statement, heritage texts, vision, mission, messaging and attributes. Delivery was a full brand platform for all three brands.


Brand Concept Sustainability

The Eco-Essentials Initiative was created as a strategic brand sustainability concept. The strategy work included consumer insights, purpose statement, vision, mission, and eco-manifest.  The work also included product development, design briefings, sales training and GoTo market strategy. The initiative was activated globally through PR and design collaborations.


Senior PR Strategist MXNordic 

Acting In-house Senior PR strategist Mobile Experiences. 

Directing parts of a larger way-of-working transformation for the Nordic Markets. The work included to establish new PR-way-of-working protocols, strategic approach and GTM road map. Management of nordic PR-agency network, including concept development, briefings, PR-summits, evaluations and strategic directions.


Ghost Net Apparel Concept

The Ghost Net Project was created as a strategic brand purpose activation. We created it to show  sustainability commitments through real product development where we turned ocean trash into nylon treasures. We launched the project through PR, thought leadership, collaborations, and retail marketing.. My role was creating the concept, act as strategic and creative lead, design and visual direction, GoTo-Market strategy and manage activations.


OtherLands NFT Art Festival

Strategic PR Concept, Nordic markets. My responsibilities: Consumer Insight, Strategic planning, Creative Concept and activation.    

For the first time of its kind, an NFT art festival is being arranged in Sweden, Norway, Denmark and Finland at the same time, initiated by Samsung Nordic. A festival that celebrates the creative and contrast-rich meeting that arises between art, fashion, music, technology and innovation when they meet through the aesthetic and absurdity that symbolises NFT’s and blockchain technology.

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Look & Brand Book Production

A Look Book should act as a mirror of your brand soul, it should connect buyers, consumers and press with your brand and brand stories. It should be a conversation starter where you are able to position your brand in the head of the consumer as you wish to be perceived. 
I establish a content strategy and page overview, visual direction and content production for look books, brand books presentations and folders.


Arctic Circle Trail Run

The Concept of Galaxy Bucket List Test Trips was created with the objective to attract sport & lifestyle journalists from the nordic countries to test Samsungs new smart sport watch, Watch5Pro. The watch is a genuinely good sports watch, but to engage sport-lifestyle journalists the test needed to be authentic and extreme, they needed to genuinely learn something new and it should be a test they would remember and talk about with their friends.

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SAREK Apparel Eco-Concept 

The SAREK project was created as a strategic brand extension and sub brand development within eco-apparel. The objective was to establish a "low pulse" category of outdoor apparel, born in SAREK, within the Eco-Essentials Initiative. The work included consumer insights, concept development, sub brand design direction, visual identity, GoTo-market strategy, sales training and presentations, PR activation and collaborations.

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Nigel Cabourn Collaborations 

The Collaborations with Nigel Cabourn was carried out for two seasons and was part of the Eco-Essentials initiative. The first season was made in recycled Ventile and included sneakers, bags and jackets. The next season was made in Ghost Net Fabric and mix of recycled and reuses fabric. It included Padded Rain Jacket, Rubber Boots and Bags. 

The work included setting up the collaboration framework, being part of the design process, GoTo Market strategy and managing activation and launch.    

Breathing New Life into Your Brand Soul

Through insights driven reports i create thought-leadership and disruptive thinking that build brands, reputation and awareness. The reports enables you to position your brand uniquely against your competition, while generating interest and demand for your thoughts, products and brand.

Let's Connect and Collaborate 

I offer a freelance consultant service where you as client get the benefits of in-depth expertise across a number of specialty areas, without having to increase your permanent staff or contract a full size agency.


Fredrik Ekström

+46 (0) 72 729 46 32

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