Ikano Bostad – Making everyday
new produciton homes more human
Start with the human
My approach was to look beyond the immediate communication brief and understand the people we were actually talking to.
What do they need to know? Whar does home feel like?
And, perhaps most importantly, what would they actually want to engage with?
This thinking shaped the content, campaigns and digital experiences we developed.
Make it useful. Make it human.
Rather than treating content as something that simply filled a social feed, we looked for stories and ideas that could genuinely add something to people's everyday lives.
That meant exploring everything from practical information and editorial content to campaigns, photography, film and social-first concepts.
The visual expression needed to feel recognisable and distinctly Ikano — but never overly corporate.
The goal was to create communication that felt human first and branded second.
From idea to execution
My role moved across the entire creative process.
I developed concepts and visual directions, worked with internal stakeholders and external creative partners, directed productions and translated ideas into content across multiple channels.
That meant moving between the big picture and the details:
Insight → Concept → Art Direction → Production → Content → Distribution
The work needed to function as a system rather than as a collection of disconnected campaigns.
Creative direction · Content · Brand · Digital
Team — Ikano Bostad Inhouse
Role — Art Director. I led creative concepts, visual direction, content strategy, and production across Ikano Bostad's communications.
Objective — Build a more relevant and engaging way for Ikano Bostad to communicate with people before, during and after their housing journey.
So what's the problem?
Housing is a big decision, especially in a shaky market.
But much of the communication around housing tends to focus on the property itself — the apartment, the square metres, the kitchen, the location.
The reality is that people don't really buy square metres.
They buy a feeling of home.
That became an important starting point for the work.
Instead of asking “How do we communicate more about our homes?”, we started asking:
“How can we make Ikano Bostad more useful and relevant in people's everyday lives?”
What I learned
The most interesting part of working with Ikano Bostad wasn't finding another way to sell a home.
It was finding ways to make the brand useful before people were ready to buy one.
That shift — from communicating at people to creating something for them — became an important part of how I approached the work.
My role
Creative Direction
Art Direction
Concept Development
Content Strategy
Brand Communication
Digital Design
Production