Past career

My professional background and story

Since my administration, assets, and qualifications have improved, and I now feel more capable and well-equipped, I will not showcase all of my old references. I work in a different way theese days and my products are more like my present work examples than my past portfolio. I also prefer high budget projects. Also many have been lost as I moved around, changed computers and so on. I will simply and straightforwardly on this page tell you about what I have done for companies and names over the years and how it all happened. I will not include all educations, jobs and similar that I´ve had. Only what´s most relevant for this business. I have a CV also though. It includes more things.

I came from a family of athletes and my grandfather had a prestigious company as a construction engineer, almost like an architect. Many in my family were athletes and has won the world championships and played in the highest national leagues. There are also artists. I also have many academics among my family members and relatives. I believe my career is somewhat founded in this, but also in personal qualities, talents, character and a passion for life. With my 2 hands, my intellect, talents, abilities and qualities, together with my teams, I can build the life of my dreams.

I studied nature and science, followed by two years at a professional university specializing in creative direction, concept art, concept development, project management, and advanced media production. I delved into interactive marketing, hype, buzz, mystery marketing, media, innovative campaigns, and community building. At this stage, I had reached a distinct level where I could independently specialize or further expand my expertise. I stood on this foundational platform. And through refining my expertise alongside clients and partners, I continuously elevated my minimum standard—where every new insight became an undeniable benchmark.

This is how qualifications work. You reach one level, and that level becomes the foundation upon which all future learning is built. You progress to the next and the next, and everything you acquire is learned at the level you have already attained.

Career summary

• Studies in nature and science
• Studies at a professional university within creative direction, concept art, concept development and advanced media production

• Deserve IT HB (2007)

  • Web development, design, marketing, community platform (Wintown)
  • Clients: Eva Södersten, ICE, Roiland

• Nöjesgruppen Kalmar (2010)

  • Event marketing for hundreds of events and well-known artists

• European Bartender School

  • Advertisement design and event partnerships

• Various projects

• AMG-Events, Moore Music Events & Behind Bar Academy (2011)

  • Marketing for Malmö nightclubs and Behind Bar Academy in a way including Big Slap festival

• Studio Fitness & Madfitness.se (2009)

  • Posters, websites, campaigns, fitness marketing
• Luxury and VIP helicopter sales agency (2013-2015)

• Various Event Entrepreneurs (2012)

  • Marketing for nightclubs in Stockholm, Malmö, Gothenburg

• Bar Studies

  • Bartending training, bar management, cocktail creation

• Sales

  • Product sales, team management, business development

• Various Businesses

  • Marketing/design for Xenonkungen, Tandvårdscentrum, Onlinetaxi, Partylimousin

• Slagt (2014/2015)

  • Art direction, branding, marketing for Scandinavia’s largest nightclub

• Nikki Beach (2015)

  • Design of event profiles and work with an event calendar
  • Studied and applied Nikki Beach’s detailed brand manual and visual identity
  • Gained insight into luxury brand management and high-level graphic design under strict brand guidelines

• Café Opera (2016)

  • Event posters, branding for Nobis Group’s flagship nightclub

• Much More…

  • Work with celebrities, bloggers, VIP blog network (Platinum Circle)
  • Nikki Beach Mallorca (wedding model opportunity)
  • Continued smaller projects (2020–2023)

• The Entertainment District Malmborgen, Malmö (2023–)

  • Management, administration, marketing, media production

Deserve IT HB – 2007

I started a company with a friend, and without a real budget or substantial foundation, our primary asset was our capability. We began producing web pages, high-end programming solutions, marketing materials, logos, and other graphic designs, as well as basic photography and commercial videos.

We secured a few clients—one was a change consultant who had previously been a senior executive at one of Sweden’s most established banks. Another was an entertainment center offering laser tag, go-karting, and similar activities. We also built a website for a social care company that supported individuals in need.

Beyond this, we designed and conceptualized an intricate community platform named Wintown. It encompassed all the standard features of a social network—profiles, forums, and interactive functionalities—but also included quiz sections about companies, multiplayer games, advertisement pages, and many additional features. At its core was a point-based system, where every valuable contribution to the community was rewarded with points that could be exchanged for premium features and functionalities. The project was 90% complete, but unfortunately, it never launched.

Some clients:

• Eva Södersten – Bank executive, business, and leadership expert
• ICE – Entertainment center
• Roiland – Social care initiative

The name Deserve IT embodies the ambition to deserve our client, end-customer, and success. And that is the journey. Nothing is as sweet as well-deserved success.

*I am no longer a representative of the company, but they are still active.

Visit online:
Deserve It
Plan Digital – Tjänstefördelning och analys som gör skillnad

Nöjesgruppen Kalmar – 2010

I supplied Nöjesgruppen in Kalmar with event marketing content such as posters, flyers, tickets, invitations, banners, and much more for hundreds of events featuring at least 50 famous artists and DJs, renowned brands, and even an international star from Nikki Beach—Julio Cuba on his violin.

During this time, I worked with Kalmar’s most famous nightlife venues and popular concepts. I placed my logo on countless materials, and without ever setting foot in the city, thousands of people knew my name and brand.

European Barschool (Stockholm, Malmoe & Gothenburg)

Visit online:
European Bartender School: Bartending schools since 1999

AMG-Events, Moore Music Events, and Behind Bar Academy – 2011

Through my partners at the European Bar School, I connected with entrepreneurs in Malmö who managed the EBS center there. I collaborated with AMG-Events and Moore Music Events, working with some of Malmö’s most popular nightclubs.
I placed my logo and/or name on many published articles, and many people knew about me in Malmö theese years.

During this time, I provided marketing material for:

• Etagegruppen
• S2, KP, Breeze, CL&GR, Adelgatan, HIPP
• Marketing work related to Big Slap on behalf of Behind Bar Academy

Studio Fitness & Madfitness.se – 2009

I worked extensively with Studio Fitness, both in Linköping and remotely.

In 2007, I met a friend named Bobby on Rhodes’ bar street, whose mother, Margot, was a fitness and health expert managing an exclusive gym and wellness studio in central Linköping (S:t Larsgatan 21).

Over the years, I created:

• Posters and banners
• A website and campaigns
• Various marketing materials

When the gym eventually closed, Margot and I stayed in touch, and I continued to assist her with her personal fitness business—creating her website, advertisements, invitations, and promotional content.

MADFITNESS.se – -Frisk och vital hela livet!
Studio Fitness on Facebook

Luxury and VIP helicopter sales agency (2013-2015)

• Banners
• Webpages
• Logos
• Advertisements

Various event entrepreneurs – 2012

I partnered with event entrepreneurs in Stockholm, Malmö, and Gothenburg, involving me in marketing for several high-profile nightclubs, including:

• Trädgår’n (BigRoom & VIPHyllan)
• Harrys Malmö
• 5+ clubs in Gothenburg
• Prins Bernhard Malmö
• Amiralen
• The Office Stureplan
• Club in Kungsbacka
• Södergatan 14
• Tempel Karlstad

Bar studies

While working in the nightlife industry, I studied and trained in bartending to better understand bar management and operations.

After this I can bartend, create cocktails, manage inventory and purchases, compose cocktails, create bar concepts and bar menues. I can also write and create media better about cocktails, wine, spirits and other beverages.

I gained hands-on experience in various establishments, including:

• Etagegruppen and Izakaya Koi
• Södergatan 14
• O’Leary’s
• Interpool Malmö

Home | Etagegruppen – för nöjes skull
Sports Bar & Restaurant | O’Learys Sverige
Välkommen – INTERPOOL MALMÖ

Sales 

Over the years, I studied, experimented with, and practiced sales. I have:

• Sold a variety of products, often on a seasonal level
• Managed and trained sales teams

However, none of this compares to the challenge of building an entire business structure, creating my brand and website, marketing my services, handling client relations, and representing high-profile clients in my portfolio.

Various businesses

I worked with various companies across different industries, providing marketing, design, and branding solutions. Some of these include:

• Xenonkungen.com
• Linköpings Tandvårdscentrum
• Onlinetaxi
• Partylimousine
• And many others

Proffs på bilbelysning och fordonsbelysning | Xenonkungen®
Hem – Tandvårdcentrum Linköping

Slagt – 2014/2015

Slagt had a capacity of around 10,000 guests and was Scandinavia’s largest nightclub. I served as art director for the club for about a year, during which I developed a compact brand identity, a website, and a series of event profiles. The events showcased a variety of DJs, celebrities, and brands, and I was given the opportunity to place my name and logo on posters, banners, and tickets – giving me visibility and publication alongside the club and its partners all over Malmö and beyond.

I remember the VIP access and the privileges that came with it – walking into that massive venue, which felt more like a train station than a nightclub, and making my way to the VIP area to relax, order drinks, shake hands, mingle and occasionally hit the dance floor for some boogie-woogie.

I also collaborated with other partners to create additional events at Slagt, featuring numerous artists and performers.

Thank you for the good times, everyone!

Nikki Beach – 2015

I sent an application to work with Nikki Beach, the world-renowned luxury beach club brand originating from Miami.

Jack and Lucia Penrod started with a small café, later developing a series of high-end beach clubs, restaurants and resorts to honor their daughter Nicole.

The main office in Miami responded to me with a message I still remember:

“Nice to e-meet you!”

For Nikki Beach, I:

• Created posters and edited a seasonal calendar
• Drafted marketing content for established original concepts such as:
  
  • “What Women Want”
  • “World Famous Sunday Brunch”
  • “Gold Party with Armand de Brignac”

For the Gold Party, I designed a banner featuring:

• Two women with gold-painted skin, golden costumes and makeup
• One with an ACE symbol painted in black on her back
• Golden palm trees and the iconic Armand de Brignac bottle
• A backdrop of a crystal-clear blue sea
• Golden logos and texts

Later, I realized who owned the bottle—none other than Jay-Z, “the new Sinatra” who once walked into New York and said: “If I can make it here, I can make it anywhere” – Atleast that´s what the song that once motivated me and made my days sunshiny in Phuket says.

Moët & Hennessy eventually acquired 50% of Armand de Brignac, and to my understanding, this partnership still holds today. In a Beyoncé song, as in Jay-Z´s life partner, they sing about her “mixing her Ace up with Hennessy.” It’s a solid base for an exclusive cocktail recipe, blending theese physical and commercial ingredients with something more will be an excellent cocktail(The VIP Conspiracy is real…).

At Nikki Beach, I gained valuable experience in high-end brand management. I studied their brand manual, and their management was extremely strict about maintaining alignment—every promotional piece had to perfectly match their branding guidelines.

Due to various circumstances, our collaboration was relatively short-lived, but I learned a lot and produced portfolio-worthy approved materials and got a chance to study their methods, proficiency and brand manual.

I sometimes wish I had stayed longer and worked with them more permanently. I was ready for the world and lifestyle of Nikki Beach.

If you’re curious, visit Nikki Beach to celebrate life—and only tell your best friends…

Nikki Beach Resorts, Beach Clubs, Restaurants & Residences
Age Verification – Armand de Brignac Champagne

Café Opera – 2016

I connected with one of the nightclub managers of the Café Opera Nightclub, owned and managed by Nobis Hospitality Group and Restaurant Division.

I designed posters and banners for:

• Their Wednesday club concept
• Various Friday and Saturday events

For a long time, Café Opera had been an inspiration to me. To me, it was Sweden’s crown jewel of nightlife.

Designing a poster for them was, at the time, a secret dream of mine.

Ever since I met DJ Niko in Phuket in 2008, who had once been a resident DJ at Café Opera, I had aspired to be capable of crafting Café Opera designs. Eventually I was allowed to do that, and to put my name and logo on theese items. Once again, everyone heard about me. Even though I was in another part of the country I still attended the finest of parties and connected with the clientel over socials and publicity channels.

As they say it:
“Väl mött!”

Café Opera • Home to artists, dreamers, tastemakers, innovators and weirdos.
Café Opera • Nobis Restaurant Division

Much More…

Over the years, I have worked with a wide range of clients, industries, and high-profile individuals, including:

• General fame
• Fitness models
• Top Bloggers on Tour (DE & ImNext)
• Various other companies
• Founded my own VIP blog network, Platinum Circle, featuring famous models

Top Bloggers on Tour on Facebook

I was also once selected as the wedding model at Nikki Beach Mallorca, but unfortunately, the shoot was relocated to Miami before I had time to recruit the bride.

With the VIP blog network, I added my own blog and had a banner about myself in all of the models blogs. I also had on my webpage a section with models and offered them for photography for clients. I accidentally then also placed myself as a model amongst them. I believe that this is what led up to the offer over at Nikki Beach. Them seing my face among all theese ladies. 

This career lasted from about 2005 until 2018. I worked some with sales and studied and worked with bartending and bar consultancy 2016-2018 aswell. After 2018 I choosed to work in E-commerce and logistics as a base activity for a while. A smart move especially during COVID-19.

Over theese years I´ve grown both as a person and as an entrepreneur and in my professions. I sincerely apreciate the opportunity of participating, contributing, learning from and with you all!

From 2020 to 2023 I kept a small secondary activity where I would make some contents for Margot, friends and smaller businesses.
In 2023 I started working with The Entertainment Disctrict Malmborgen in Malmö and their nightlife. This partnership then grew into a more extensive role within management, administration, market and media production.
I also expanded my partnership with Margot and made a lot of things for her and a partner of hers.
Read more about this in the present dossier.

*The respective companies and brands mentioned and linked above are represented by their own brands, policies and statements.