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 many references. I work in a different way theese days and my products are more like my present work examples than my past portfolio. Also many have been lost as I moved around, changed computers and so on. And many are very old. Instead, I will simply and straightforwardly 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 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 & Håkans Bar (2008)

  • Design, web projects, TV show collaboration, seasonal promotions

• Hobby Projects for the Indochine Group (2010)

  • Branding, advertising, event promotion for luxury venues

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

  • Marketing for Malmö nightclubs and Big Slap festival

• Günther (2011)

  • Banner, CD cover, event management for music release

• Studio Fitness & Madfitness.se (2009)

  • Posters, websites, campaigns, fitness marketing

• RT-Enterprise (2012)

  • Logo, website, marketing materials

• Savback Helicopters (2012)

  • Design, branding, Airbus Eurocopter partnership

• 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, Partylimousine

• Myshowroom.se (2012)

  • “Tools for Fame” concept, blog design, Clean Drink project

• Slice of Life & Loveart.se (2012)

  • Web, branding, advertising, projects for Caesars Palace Las Vegas

• Slagt (2014/2015)

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

• Mondoblog (2015)

  • Platform management, strategy, Mondodocu reality channel

• 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

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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.

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European Barschool and Håkans Bar – 2008

I created designs and web projects on a hobby level to build references, later transitioning into a freelance consultant role for the European Bar School and their main office in Phuket. Since they were closely connected to the famous TV show Håkans Bar, I also contributed to minor projects for them.

I even played Santa Claus in the Christmas special of the show. While I’m unsure if my performance made it to broadcast, at least I was there—celebrating Christmas and greeting the kids and tourists that day!

Also, Håkan and I enjoyed Mojitos together with the Grabbarna Grus crew in the rooftop jacuzzi at Absolute Bangla Suites—where I also once had Italian ice cream while designing a logo for Andaman Horizon, an adventure and cruise company.

Visit online:
European Bartender School: Bartending schools since 1999
Håkans Bar on discovery+

Hobby Projects for the Indochine Group – 2010

While in Phuket, I worked on several projects for the world-renowned Indochine Group. A friend from Håkans Bar introduced me to the owner of the facilities—an entrepreneur from Singapore, known by the alias “The Dude.”

He had achieved remarkable success in Singapore and later acquired an entire mountainside in Phuket, where he built luxury villas, a high-end hotel, a complex of restaurants, a fine-dining café, and a rooftop pool club. The Indochine Group has won numerous awards in Singapore, where they operate exclusive venues and a luxury limousine service. It is not uncommon to see celebrities such as Jay-Z, the Prime Minister of Singapore, or even royalty at their establishments.

The Dude is a philanthropic entrepreneur who organizes global campaigns, events, and various projects. The group even expanded to include a venue in Hamburg. Back then, our advertisements proudly declared:

“Undoubtedly Indochine – Incomparably priceless leisure, stunning venues, and award-winning restaurants.”

I’m unsure how many stars their establishments officially hold, but I believe they are capable of delivering a 7-star experience if they set their minds to it. The Dude built a mountain to admire the view he envisioned—then proceeded to climb it.

For a time, I was very enthusiastic about and pursued this reference and what it meant. But as I eventually moved back to Sweden, I gradually transitioned into a more western way of life. Today, we no longer collaborate, but the story remains: I arrived in Phuket with just €20 in my pocket and ended up having business meetings with a billionaire from Singapore—creating logos, ads, billboards, and event posters for him and his group of businesses seated at the foot of his mountain with a café latte from the delicafé.
Today I´m not a representative in any way and rely more on other experiences and qualifications. They have their ways, methods and mentalities and I have mine. Be sure to give them a visit though if you´re in Phuket or Singapore any time. They do a quality thing.

IndoChine Group | Resorts, Hotels, Restaurants and Bars

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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

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Günther – 2011

Yes, it’s true. I have collaborated with the mustachioed gentleman and playboy from Malmö. I even know his real name.

I designed banners, CD covers, and managed the release event for “I’m Not Justin Bieber, B**ch!” at Harrys, Riva, and Sliver in Linköping.

It was an incredible night—I, along with the Sunshine Girls, cruised through Linköping in a limousine, sipping champagne.

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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

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RT-Enterprise 2012

Through Margot and Studio Fitness, I was introduced to Reja and Tina, two business school graduates who founded RT-Enterprise, a business consultancy firm.

For them, I designed:

• A logo
• A website
• Various marketing assets

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Savback Helicopters – Official Airbus Eurocopter Retailer in Sweden & Finland (2012)

Reja later joined Savback Helicopters, where she introduced me to the company, and I was hired to create:

• Banners
• Webpages
• Logos
• Advertisements
• Marketing materials for Savback and its partners

I often worked on-site in their office, engaging in various projects. At that time, Savback Helicopters was the official and exclusive retailer for Airbus Eurocopters in Sweden and Finland.

Airbus, a global giant, boasted an impressive €66 billion in revenue, equaling 11% of Sweden’s total GDP. Their portfolio includes jets, fighter aircraft, satellites, space technology, defense systems, and cybersecurity solutions.

One of my assignments was to design a brochure for Savback, featuring the Airbus logo and imagery of their latest EC-model helicopters, as they were the primary highlight of the publication.

To work with something on this level and of this magnitude was breathtaking. There´s literally no limit to what a company like this, that can deliver this level of technology, service and luxury, is capable of. Look at the sky, you might see one of their jets or even a sattelite up there.

Savback has since then transitioned through various partnerships over time. Their business does not rely on a single partnership but rather on their high level of proficiency, qualifications, ethical commitment, extensive network, independent platform, publicity channel, and overall pursuit of excellence.

The experience of working with this company was to be part of, or a partner to, a highly proficient and exceptionally demanding enterprise—one driven solely by the highest ambitions, with both the capability and integrity to achieve them.

Savback also once provided me with a boost by publishing my name, photo, and advertisement across their social media channels.

Savback Helicopters
Helicopters | Airbus

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

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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

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Myshowroom.se – 2012

Through my connections in the European Bar School network, I got in touch with the management of the blog portal Myshowroom.se.

For them, I created a concept called “Tools for Fame”—a set of branding tools designed to help bloggers enhance their online presence. I also designed:

• Headers and logos for various sections of the platform
• A personalized blog for Paow on her 18th birthday

Through these networks and partners, I also became involved in the “Clean Drink” project, where I designed the first version of their can, which later appeared in stores.

(I do not encourage anyone to buy or consume energy drinks, as I personally don’t drink them. If you choose to, at least try something cleaner. I only have a coffee every now and then—nothing more. And only visit Paow if you like that kind of glamorous, pop-trendy,  youthful sort of thing 🙂 )

Hem – Clean drink

Slice of Life and Loveart.se – 2012

I collaborated with Michel and Marie, producing:

• Webpages
• Logos and branding materials
• Advertisements and event posters

One of the key projects included work for the prestigious Gallery of Music and Art in the Forum Shops at Caesars Palace, Las Vegas.

I was allowed, many times to publish my logo and name on content and Michel and Marie gave me many boosts and mentions on their socials and other channels.

Hem – Slice of Life
Slice of Life

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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!

Mondoblog -2015

I was entrusted with the role of manager and “CEO” of the Mondoblog platform, where I also created a reality channel called Mondodocu.

This involved:

• Various projects and publicity campaigns
• Strathegies, planning, editorial work, policy-working, representation, negotiations, brand and art direction etc.
• High-profile bloggers, including documentary figures, justice advocates, authors, and fashion influencers
• Organizing and managing an event for the Sturevodka product launch at Gubbhyllan, SkansenIn Mondoblog

I was broadcasted with the mondodocu by a banner in all blogs on the portals and seen in social medias and on events. I also reached out to invite many officials for our events.

Mondoblog.se on Facebook

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 in memory of 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(more to come later on).

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

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Café Opera – 2016

Through my work with Slice of Life, Loveart, and Mondoblog, 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 that where published allover Stockholm. 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

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Much More…

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

• Celebrities and famous bloggers
• 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.

For example 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 beauties. I also worked with celebrities and bloggers in a way that allowed me to publish my name and logo as the official marketing and media production partner.

This career lasted from about 2005 until 2018 after wich I had some private matters to attend and also 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.