A Decade+ of Leading the Creative for a Scandinavian Lifestyle Publisher

For over a decade, I had the privilege of working closely with Ulf Mårtensson, the editor-in-chief and owner of Swedish News, Inc.: publisher of the key editorial properties Nordic Reach, Nordstjernan, and XOXO Sweden. My role as Creative Director and Editorial Designer allowed me to contribute my creative expertise and design skills to these prestigious publications. My journey began at Flat, a NYC SOHO ad boutique that initially assisted with their publications, and eventually, I became a staffed designer at Nordic Reach, where I dedicated ten years to the magazine and five years to the historic Nordstjernan newspaper.

Throughout my tenure, I worked closely with Ulf Mårtensson, providing creative assistance for all aspects of Swedish News. This collaboration extended beyond the magazine and newspaper, encompassing a diverse array of projects that showcased the depth and breadth of our partnership. Notable endeavors included:

• Books and Novels: I contributed my design and production skills to countless paperback books and novels, helping bring captivating stories, cookbooks, and biographies to life.
• Printed Resources and Peripherals: My role encompassed designing and producing a wide range of printed materials and peripherals, maintaining a consistent visual identity across various touchpoints.
• Digital Products: I played a pivotal role in the design of the information architecture, user experience, and theming of the magazine, newspaper, and the news forum website, xoxosweden.com.

My role spanned various creative domains, allowing me to contribute significantly to the success of Nordic Reach and Nordstjernan. My responsibilities included:

• Art Direction: Providing creative direction to ensure the visual appeal and coherence of the publications.
• Design and Production: Crafting visually stunning layouts and overseeing the production process to deliver high-quality prints.
• Illustration: Creating original illustrations to complement articles and enhance the overall visual storytelling.
• Photo and Video Editing: Curating and editing captivating imagery and videos to enrich the reader's experience.
• Copywriting: Crafting compelling copy to convey the essence of stories and captivate the audience.

The publications' formats and reach were remarkable:

• Nordic Reach A quarterly 48- to 64-page magazine, captivating an audience of over 40,000 subscribers with each issue. Provided readers with captivating stories and insights into Nordic art & design, culture, lifestyle, and heritage.
• Nordstjernan A 12 to 24-page monthly newspaper with a remarkable legacy of over 150+ years of consecutive publishing, reaching over 160,000 subscribers with its in-depth coverage of news and events in the Nordic region.

Working with Nordic Reach and Nordstjernan for a decade allowed me to contribute my creative passion and expertise to an esteemed platform that celebrates Nordic culture and heritage. My role as director of all editorial/material art enabled me to collaborate closely with Ulf Mårtensson, delivering engaging and visually captivating publications to loyal subscribers. Our partnership extended beyond the magazine and newspaper, encompassing various projects, web products, and printed resources. I take pride in being a part of the rich legacy of these publications, enriching readers' lives with captivating stories, stunning visuals, and a deep appreciation for Nordic traditions. The collective efforts of the creative team have secured a cherished place in the hearts of subscribers, reinforcing the publications' status as a premier source of Nordic news and cultural insights for audiences around the world.