Brief

Fjällräven needed to modernize their annual CSR report to make it more accessible and engaging. Working within the internal CSR team, the goal was to move away from dense, static formats and create a lighter experience that worked across all platforms. The challenge was to maintain the brand’s high credibility while ensuring the technical content felt inviting for both digital and physical audiences.

Solution

My role was to develop the visual framework and create the assets that brought the report to life. I began with competitor research to find the best way to present complex data, which led to a cleaner and more intuitive design direction. I was responsible for the layout of the landing page, updating the color palette for better digital performance, and designing all infographics and illustrations. To ensure the campaign reached its full potential, I also developed a wide range of assets, including one-pagers for wholesale and retail, as well as engaging carousels and reels for social media.

Deliverables

• Information Design: I illustrated and designed all infographics and data visualizations.

• UX & UI Design: I designed the landing page and established the digital layout system.

• Marketing Assets: I produced one-pagers for retail and wholesale environments.

• Social Media: I created carousels and reels to extend the report’s reach on digital channels.

• Visual Identity: I refined the color palette to ensure consistency across all touchpoints.