Raised in a highly creative household in Bromma, I was surrounded from an early age by two parents who were leading Swedish art directors educated at Anders Beckmans School. My mother’s visionary ideas and hands-on skill, combined with my father and two older brothers’ drive and creativity, made the home a constant source of inspiration. It was natural to explore painting, building, photography, crafting magazines, and experimenting with clay and plaster.
In the first picture, in the left corner, you can see my mother. The second picture is of Anders Beckman from the time when my parents were at that school.
Dad in action at Anders Beckman's School.
Here I am on the carousel, enjoying the ride just like I'm enjoying life now.
Creativity has always been a central part of my life, as has entrepreneurship. As a child, I organized lotteries, sold Christmas magazines, fundraised for WWF, and collected money for a horse shelter in Ireland. Engaging with people and sharing projects I believed in laid the foundation for my professional path.
Fashion captured my imagination early on. I would design clothes, accessories, and hairstyles, sew for myself and my Barbies, and explore how style could express identity. This passion led to over 15 years as a print designer in the fashion industry, creating patterns and prints for women’s, men’s, children’s, and sportswear, as well as shoes, accessories, and product design. For me, fashion is a language—a way to communicate personality through classic styles with a twist.
Technology and design have always gone hand in hand in my journey. I received my first computer, an Amiga 500, at ten, and later an Apple Classic from my mother. With early access to Adobe’s suite, I became proficient in Illustrator and Photoshop at a young age. A summer job at the web agency Spray Interactive sparked an interest in technical tools that enable creative expression, a curiosity that continues to influence my work today.
This is not only proof of my age but also a glimpse into the early days of the world wide web. This was the pathway to connecting to the internet at the beginning of its time.
Currently, I run Jo & Pen, my own brand of illustrated posters, cards, and stickers often inspired by horses. I also operate Jo’s Art Book as an independent and freelance consultancy, creating multidisciplinary graphic work for a range of projects. While self-sufficient and comfortable working independently, I thrive in collaboration, bringing dedication and creativity to every project.
Siena & me.
Outside of work, I enjoy nature, physical activity, and quality time with my family, our dog, and my daughter, who is already passionate about horses. Living on the green island of Lidingö offers forest paths, sea air, and space to breathe, balancing city life with calm surroundings.
I also draw inspiration from cultural life in all its forms—whether through art exhibitions, museums, or the vibrant energy of concerts and clubs. Music has always been a passion; I have DJ’d and even hosted a rock club, experiences that deepened my fascination with subcultures and alternative expressions of creativity. These interests continue to influence how I approach design: with curiosity, openness, and a love of strong visual and cultural identities.
I am a problem solver at heart, committed to supporting others and driven to see projects through with focus and dedication.
Resilient enough to adapt, creative enough to explore, forged from the twists of life.
Resilient enough to adapt, creative enough to explore, forged from the twists of life.
I'm always open to new conversations and collaborations, and curious to hear your story. Let's grab a coffee!
