As the first person on the newly formed creative team at Fjällräven North America, my goal is to translate this Scandinavian brand to the North American audience and bring its continued success to our continent, while still maintaining their Swedish voice and values. Being the sole graphic designer, I have been crafting multiple campaigns and creating countless marketing materials to raise brand awareness and continue the brand’s legacy.

Fjällräven Classics are multi-day backpacking trips that take place all across the world. These treks reinforce the brand’s values of walking with nature and create a connection between the brand and it’s consumers. I have been fortunate enough to experience two out of seven Fjällräven Classics so far, in Colorado and in Patagonia.