Campaigns

Creating visual systems that turn moments into experiences.

BLXmas advent calendar

A festive system built for 24 stories.

For BLX’s Christmas campaign, I developed a flexible visual language inspired by Swiss design principles and adapted it to the club’s bold and playful personality. The challenge was to create 24 unique pieces of content that felt exciting individually while remaining cohesive as a series.

I designed a set of festive pictogram-style illustrations and established a clear system based on BLX’s signature circle motif. Each day of the advent calendar was represented through a combination of filled and outlined circles, creating an intuitive way to navigate the campaign while adding anticipation and rhythm throughout the month.

The result was a scalable design system that extended across social media, stories and animations. Bringing structure, recognisability and a touch of holiday magic to every post.

SOCIAL CAMPAIGN

Bringing clarity to financial uncertainty.

Tax calculations aren’t difficult because of the numbers themselves. More often, it’s the uncertainty around them that creates stress. For Skatto, I developed a social media concept that translates complex topics into calm, approachable communication.

The visual direction balances simplicity with warmth, making financial information feel less intimidating and more actionable. Through educational content, relatable messaging and a consistent visual system, the campaign aimed to build trust while empowering users to make informed decisions.

TONE OF VOICE

Calm, clear and reassuring.

The campaign messaging was built around a simple insight: people rarely fear the calculations themselves, they fear the uncertainty. By acknowledging those emotions directly, Skatto positions itself not just as a tool, but as a supportive guide.

Short, confident statements were paired with a minimal visual language to create content that felt informative without becoming overwhelming.

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EDUCATIONAL DESIGN

Showing simplicity.

Skatto isn’t designed to teach users how to calculate taxes themselves. Its purpose is to remove complexity altogether. The supporting visuals focus on making that simplicity tangible by showing that even advanced calculations follow a structured process.

By revealing just enough of what happens behind the scenes, the communication builds trust without overwhelming users with unnecessary details.

One campaign · Valentines day

Climb Me Maybe

For Valentine‘s Day, BLX wanted a playful, welcoming cam-

paign for both couples and friends. I developed the concept

Climb Me Maybe, a twist on the pop-culture phrase from

Caly Rae Jepsen, and carried it across posters, social, and

on-screen visuals in the gym.

Hearts and BLX dots alternate in a simple grid system.

The campaign uses the brand itself as the visual language.

EVENT CAMPAIGN

One league.

Four editions.

Endless possibilities.

For BLX Bouldering League X, I developed and refined a flexible visual system that could adapt to different themes, sponsors and event formats while maintaining a strong and recognisable identity. Building on the design language I originally created in 2023, I expanded and evolved the concept throughout the 2024 and 2025 seasons.

I designed the Bouldering League X logo and established a framework that balanced consistency with creative freedom. Each edition introduced new visual elements, colour palettes and storytelling opportunities while remaining unmistakably part of the same event series.

The identity was applied across posters, social media campaigns, stories, animations and event communication, helping to build excitement around each competition and strengthen recognition within Stockholm’s climbing community.