I grew up in a very creative home in Bromma, with two parents who were both successful art directors at the top level of Swedish advertising and educated at Anders Beckmans School. My mother was not only strong in design and full of ideas, but also incredibly handy and driven – qualities that were also shared by my father and two older brothers. With such natural role models and seeing this environment at home, it was only natural for me to follow in their footsteps. In our house, there was always color, tools, and a creative spirit within reach, and it was as natural to paint, build, and photograph as it was to create my own magazines or experiment 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.
Creating has always been a natural part of me, but so has entrepreneurship. As a child, I organized lotteries, sold Christmas magazines, went door-to-door for WWF, and collected money for a horse shelter in Ireland. I enjoyed reaching out to people and selling something I truly believed in – something that later became an important part of my professional life.
My interest in fashion began early – I would draw clothes, accessories, and hairstyles, sew for myself and my Barbies, and dream about how style could be a form of self-expression. This eventually led to over 15 years as a print designer within the fashion industry, where I created patterns and prints for women’s, men’s, children’s, and sportswear, as well as shoes and accessories. For me, fashion is also a language – a way to say who I am. I enjoy classic styles but with a twist.
I got my first computer when I was ten, an Amiga 500, which I found very exciting to explore. At twelve, I took over my mother's old Apple Classic. A few years later, I got my very own new Apple computer for schoolwork. I appreciated this a lot, and since I had access to Adobe's suite, I became proficient in Illustrator and Photoshop at an early age.
When the internet arrived, my dad made it possible for me to get online early. Working at the web agency Spray Interactive as a summer job in my teens was a real feather in my cap, and for a long time, I thought that was the path I would follow. There has always been a streak in me that's curious about technical products and programs that facilitate creation in various ways.
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 world wide web at the beginning of its time.
Today, I run Jo & Pen, my own brand featuring posters, cards, and stickers with illustrations – often inspired by horses. I also have my own company, Jo’s Art Book, where I work as an independent or freelance consultant, creating all types of graphics and considering myself a multidisciplinary designer. I love collaborating on both my own and other people's projects.
Siena & me.
When I'm not working, I enjoy spending time in nature with my family, dog, and my seven-year-old daughter, who is already horse-crazy. I feel lucky to live on the green island of Lidingö, a suburb just a stone’s throw from the city, surrounded by forest paths, sea air, and space to breathe.
I love animals, enjoy physical activity, and find energy in movement, good food, social gatherings, cultural events, and fresh air. I'm a problem solver who thrives when I can support others — with great dedication and a strong drive to get things done.
I love animals, enjoy physical activity, and find energy in movement, good food, social gatherings, cultural events, and fresh air. I'm a problem solver who thrives when I can support others — with great dedication and a strong drive to get things done.
