My Work
Based on my 20+ years expertise in trend research, consumer insights, strategy, and conceptual activations, I build and activate strong brands and create compelling stories that moves freely across all channels - earned, paid, and owned.
The page is my personal work.
To repeatedly make iconic, impactful, future focused concepts, we will continuously challenge ourselves to claim new and unproven territories. And this, by its very nature, is challenging. We are willing to risk more than most to operate in this space.
FREELANCE AND INTERIM CONSULTANT
Insights, Strategy and communication
I have +20 years of experience working with brand strategy and activations, mainly within fashion, outdoor, sports and food & beverage.
With Above The Clouds, I offer a service as freelance consultant, specialised in aligning the three worlds of: insights, strategy and activations. I have a strong belief, that only by genuinely increase the flow between these three worlds, will we be available to build real brands, for real people in the real world.
I offer this on interim, project based or billed by the hour. It depends on your need and resources.
WEEKDAY Strategic Global Brand Concept
As a brand strategy consultant for Weekday, my objective was to create a Global Long Lead Brand Concept, to be activated for a broad reach target audience, based on the direction of Weekday The Creative Collective. The brand concept should be based on insights regarding Gen-Z relations to street fashion and trend drivers. The concept should act as a long lead direction with a strategic framework to build distinctiveness and recognition but also open for freedom of seasonal creativity.
We created a love story about the everyday and how creativity help us break through the density of day-to-day reality, to reveal things we didn’t notice before. The elevated vibes hidden within our days.
MONKI Winning Game
Global Brand Strategy
In my capacity as a brand strategy consultant for MONKI, I managed the development of a comprehensive Global Brand Strategy called Winning Game Strategy, aimed at repositioning the MONKI brand globally as a highly relevant and credible fashion brand for the youth female demographic. The process involved conducting insights and research through individual sessions and multiple collaborative workshops with stakeholders, including the brand team, creative team, and channel owners. The strategy development was closely aligned with creation of the Monki brand platform, acting as a collaborative partner in its development.
The Ghost Net Project
Sustainability Tretorn
The Ghost Net Project was created as a strategic brand collaboration. The mission was to show sustainability commitments through real product development where we turned ocean trash into 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.
FW23 Strategic Planning
Global Campaign Weekday
As a brand strategy consultant for Weekday, my role was to create insights and strategic direction based on Gen-Z trends. I conducted workshops with stakeholder groups, creative team, and channel owners. By creating insights and strategic directions, I supported the creative team in concept development. The heart of our strategy resulted in the global concept, "The Class of Not Giving a F**k." celebrating individuality and embodying Weekday's mission to empower self-expression.
Eco-Essentials Initiative Brand Sustainability Concept Tretorn
The Eco-Essentials Initiative was created as a strategic brand sustainability initiativ. We created it as a core foundation for sustainable innovation and brand development. My role was creating the concept based on consumer insights. Creating a communication platform with purpose statement, vision, mission, and manifest. The work also included direction for product development, design briefings, sales training and GoTo market strategy. The initiative was activated in Europe through PR, e-com, retail- and design- collaborations.
SS24 Strategic Planning Global Campaign Weekday
SS24 - As a brand strategy consultant for Weekday, my role was to create insights and strategic direction based on Gen-Z trends. I conducted workshops with stakeholder groups, creative team, and channel owners. By creating insights and strategic directions, I supported the creative team in concept development. The strategy resulted in the global concept, "SATURDAY Elevate Everyday” a love story about how creativity help us break through the density of day-to-day reality, to reveal things we didn’t notice before. The elevated vibes hidden within our days.
SAMSUNG MX NORDIC OtherLands NFT art Festival, Sweden, Finland, Norway and Denmark
The OtherLands NFT project was a PR-concept created for Samsung MX Nordics, activated on the nordic markets.
My role was to create a concept that resonated with the young creative generation. It should position Samsung MX Nordic as being in forefront of innovation and creativity.
We used insights from how NFT's changed the visual language into an aesthetic absurdity and created a platform to merge the creative worlds of art, fashion, music, technology, and innovation.
