Design practice
From early moodboards and sketches to final artworks and technical production files, I oversaw the complete design process for each collection.
This included managing manufacturing partners, color and material selection, print preparation, and prototype reviews — ensuring that every product met both creative intent and production quality.
Visual Language
Over the years, Poetic Collective established a distinctive aesthetic — mixing street culture and art history through minimal compositions, relief printing, and references to classical painting and sculpture. The result was a brand identity that stood apart from typical skateboarding tropes while still rooted in its culture.
Video and storytelling
Videos have always been central to any skateboarding brand. Through filming and editing, I developed a strong sense for visual rhythm and narrative, balancing the raw energy of skateboarding with a minimal soundscapes and Scandinavian design language.
Movements (2016), created in collaboration with Moderna Museet Malmö, explored skateboarding as performance, isolating motion and expression within an art institution setting.
Conclusion
After nearly a decade, I stepped away from Poetic Collective to pursue new design contexts.
The experience taught me what it takes to build something from the ground up, how design decisions connect to business realities, and how a consistent visual language can shape perception across products, spaces, and media.