& Other Stories is a one-stop styling destination that inspires women to create their own fashion story. Launched in 2013, the H&M Group’s sister brand is all about freedom of expression. Three design ateliers in Paris, Stockholm and Los Angeles create completely diverse collections playing in the style of that home town. In the mood for French romance, Scandinavian cool or California soul? Take your style pick or remix to create your own singular shine. The designs are ageless and inclusive —previous campaigns have featured transgender and 80+ women, a same sex #lovestory, and unretouched pride — because Stories believes in celebrating diversity and bringing the joy of self-expression to everyone.
STAND UP AND STAND OUT
As the brand copywriter at & Other Stories, I crystallized the ideas of the in-house teams into one heartfelt voice, welcoming women into Stories’ world of sisterhood, creative freedom and adventure. Diversity lights my fire, so I had a blast creating copy for a myriad of beauty products, store signs, press releases, campaigns, event newsletters and new business presentations. All speaking the same truth: Be free and play with all the colours in your palette. Dare to stand up and stand out.
Being the spider in the brand web, I spun copy for most of the company's teams —Brand & Design, PR, Store Activation, Sale, Beauty, HR, Customer Service and SEO. This gifted me with a 360 view of what it takes to build an innovative, international brand. Pumping up my problem solving and planning pecs.
I zig-zagged between the clouds and the dirt, the big brand vision and the hands-on storytelling. A regular Stories’ day could include interviewing co-lab designer Mia Larsson and writing this story for Instagram, store signs and a press release; creating messages for our in-house sustainability project; writing meta texts for the digital team, creating cooling copy for the store team’s ice cream truck parked on Broadway and Spring Street, and brainstorming names for a new fragrance oozing Italian vacay glamour. Basically, never a dull moment. Just a never-ending story of curious, creative collaborations.
I’ve always been curious about people, music and ideas that light up new vistas. Exploring the fascinating, important and strange — and living to tell the tale. These curiosities lead me into boiling newsrooms.
I have a BA in Journalism and for 5+ years I covered the news and entertainment beat for everything from local newspapers, SPIN magazine to Aftonbladet, Scandinavia’s biggest newspaper in print, online and mobile. I thrive when the heat is on, reporting from live events, chasing answers in the middle of the night, working against tight deadlines and the front page.
★ Research — scavenger hunting for nuggets of truth and heart
★ Interviewing— reading people and listening to what they are actually saying (and not saying)
★ Writing/Storytelling—illuminate and humanize
★ Digital communication—cut to the chase, time is life
DidWe started as a startup experiment at Hyper Island, but it grew into a group photo app (beta) that was available on the App Store and Google Play.
The app idea was born out of our own facedown addiction. We were screen slaves, madly in love with our smartphones. While we were busy counting likes and adding filters, we missed out on real-life interactions. We longed to be more present in the now. People around us felt the same, so we went on a quest to change this.
DidWe was our cure to the facedown isolation. We wanted to live now and remember yesterday tomorrow. It was time for a new digital togetherness.
Since we wanted to transform digital behaviours:
✓ No like button
✓ No filters
✓ Team is everything. DidWe together with your friends in real-time, during ordinary or extraordinary events
✓ Wait eight hours to access your collaborative photo album (surprise, surprise ”The Hangover” style)
✓ Private photo albums. What happens in DidWe stays in DidWe.
We worked with the DidWe experiment for two years, through concept development, investment phases, scholarship awards, coaching from Blekinge Business Incubator, app development, beta-testing and launch. Running a startup while working full time with clients at Hyper Island was challenging, but I would do it again in a heartbeat. It resulted in huge start-up and team learnings, making my entrepreneurial spirit run wild.
★ Main start-up hats: Co-founder, Creative Strategist, Copywriter
★ Other hats: Concept Development, UX research, pitching, marketing & social medias
Arvid Johansson, Ben Alasuvanto, Bendik Ramm, Brett Kalwarski, Lotta Glimstedt & Märta Nelson
The Pop Up Agency is a creative consultancy in London, known for traveling the world and cracking briefs in 48 hours for clients like Facebook, YSL, adidas and Coca-Cola. The Pop Up team believes in sparking the creative superpower that exists in all of us. During my Pop Up business strategy internship (Hyper Island), I got to walk the quintet’s “Everyone is creative” talk, learning exactly how to light that creative fire.
The problem is, not everyone knows how to do this. That’s why The Pop Up Agency has created an agile creative method meant to democratise creativity in business.
So what's the secret sauce served at the Pop Up workshops?
Three creative principles that create a safe environment where your team can go bold, collaborate and thrive.
The 48H method. When was the last time you focused on one thing only for 48 hours?
I co-designed and co-facilitated business transformation and diversity workshops in Paris and Cannes Lions 2015, constantly seeing the joy on people’s faces when the forced focus helped them unleash an armada of potent ideas. The 48H method combines classical briefing, controlled anarchy, rapid development and prototyping, and general goof balling.
I share the Pop Up methods wherever I go —Madison Avenue, & Other Stories’ HQ, my parent’s kitchen table, you name it— because I want everyone to experience what happens when the doors of creativity are flung open. There’s nothing better than letting loose fresh ideas that can catalyst a brighter future.
Co-creating with the Pop Up gang, I got to wear several start-up hats:
★ Business Strategist
★ Workshop Designer & Facilitator
★ Concept Developer
★ New Business
★ Project Manager
StrawberryFrog — the Cultural Movement agency on Madison Avenue—is all about building brands and changing the world by sparking cultural movements. The regional bank SunTrust turned to StrawberryFrog to rebrand itself by launching a movement to inspire people to think about money in a new way.
When SunTrust bank launched it’s movement to help people, especially Millennials, move from financial stress to confidence with a groundbreaking national Super Bowl spot —how do we ignite the movement in the digital space?
I was part of the digital strategy team, working closely with key clients from web, eCRM, insights & research, social and content teams, as well as external agency partners to build the onUp universe.
CONFIDENCE STARTS HERE.
The team at StrawberryFrog launched onUp.com, developed by our partners at Infusion, as a movement gathering where we grab the bull by the horns, together. At OnUp.com, talking about money is meant to feel safe rather than stressful, or even taboo. Sharing your story with others let you know that you’re not alone —we are in this together. Courage and confidence start here. In fact, the onUp community was designed to unite and empower people to gain control over their money, freeing them to focus on what matters the most to them.
The creative director & I designed a ”Buzzfeed-like” quiz as the center stage of the website, giving people a fun status on their money moves and allowing SunTrust to give onUpers personalized finance hacks that inspire them to take a simple step toward financial confidence. onUp.com also includes shareable content that sparks a conversation about the financial stress in America today, and the deep need to breathe easier and enjoy life.
Today, the onUp Movement has helped over 4 million people (and counting) find the right tools and inspiration on their journey to a life well spent. 81% are more likely to refer others to bank with SunTrust.
★ Creative Director/Copywriter: Stuart Fink
★ Lead Strategist: Briana Campbell
★ Creative Strategist: Lotta Glimstedt
★ Art Directors: Kevin Gladwin & Rachel Reno
★ Creative Director, Infusion: Michael Redding