From 2014-2017 I worked closely with Casall founder Carl-Axel Surtevall and his team to create at distinct and cohesive brand strategy for the iconic Swedish training company.


Casall needed help articulating the voice of a brand has been at the forefront of the Nordic athletic lifestyle for more than three decades.

Previous communication had been executed on a campaign by campaign basis, with no consistent communication platform to tie the brand together.


The creation of an overarching concept and brand strategy to convey the vision and commitment behind Casall. A rallying cry to unite the brand's focus on quality, sustainability, and beautiful design while simultaneously empowering the customer.

My role

I oversaw the entire Brand Strategy and was responsible for Creative Direction working with an exceptionally talented team both internally and at Casall.

Overarching concept


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