Consumer Products

Between 2009-2013, while studying fashion, I ran a fashion startup in southern Sweden. I worked across pattern construction, tailoring, managed a pop-up store and distributed my designs in bespoke retail environments. For a while, I tried to scale the business into mass-manufacturing. I travelled and participated in fashion events and competitions. As I lacked capital and business experience, I decided to pause my ambitions. Today, however, this background has become a distinctive part of my work in the games industry, where I was repeatedly brought into consumer product and merchandise briefs.

At Massive Entertainment, I collaborated with the Transmedia Manager on redefining the merchandise lookbook approach for Tom Clancy’s The Division 2. I developed original product concepts alongside curated artwork from the in-house art team, organizing designs into tiered collections, such as; faction-inspired graphics and iconic, lore-driven products. The visual direction drew from contemporary streetwear rather than traditional gaming merchandise, helping position the collections within a more fashion-conscious market. The work also involved collaboration with UbiWorkshop in Canada to explore greater visual alignment across Ubisoft’s merchandise ecosystem.

At CD Projekt Red, I worked alongside the very skilled and ambitious Concept Art and Marketing Design team to pitch bespoke event merchandise for Cyberpunk 2077.
At Sharkmob, I helped lay the foundations for the employer branding, while also producing a a welcome kit for the growing studio.

At KRAFTON Europe, consumer products became a much larger part of my role, as I joined the Creative Services team that later evolved into a global in-house merchandise function supporting KRAFTON studios internationally.

Working primarily with PUBG: BATTLEGROUNDS, I developed original artwork around both established and newly launched maps, creating designs for evergreen and promotional collections.

The work spanned print-on-demand products. for the EMEA and North American e-commerce stores as well as bespoke collections and licensing opportunities.

I regularly took designs from concept into production-ready merchandise: developing artwork, laying out product lookbooks, selecting and adapting mockups, proposing colourways and, where relevant, advising on placement and grading. I also assisted the licensing and business managers to specify technical requirements on the manufacturing side of things and, we also built a pipeline to improve the workload and expectations inhouse.

Some of my favourite projects included:

- A PUBG: BATTLEGROUNDS × Displate poster featuring the Dacia on Erangel.

- A capsule collection with Swedish gaming
merchandise company DRKN.

- Employer welcome kit, including a very popular hoodie for KRAFTON’s global studio network.

Credits:
A massive thank you to my colleagues across all 4 AAA-studios who've supported in these briefs: From KRAFTON Europe: Joseph Jensen (lead), Jack Stevenson, Marie Gallen, Hangyung Kim, Julia Smolewska (lead), Shane Rho (head). From CD Projekt Red: Przemysław Juszczyk (lead), Gabriela Pešková. From Sharkmob: Erik Nilsson (lead). From Massive Entertainment: Jacob Kroon (Transmedia Manager), Jocelyn Aida Ramirez, Abrar Khan.