Wallpassion is a Swedish wallpaper and wall paint brand from Family Wallpapers, the Nordic region’s leading wallpaper distributor. Positioned at the forefront of a shifting market, the brand is redefining interiors by expanding into new product categories with sustainability at its core—where both climate impact and customer needs inform every creative and production decision.

 

As AD and Creative Brand Lead, I helped steer Wallpassion through a pivotal growth phase, shaping a fresh visual identity rooted in a new marketing strategy. My work spanned the development of a new logo, brand guidelines, and a complete design system—brought to life through digital ad campaigns, video, and social media content.

 

With a focus on the brand’s sustainable ethos and design-forward attitude, I crafted a clear and inspiring visual world—bold enough to stand out in e-commerce, flexible enough for multichannel storytelling, and built to support the brand’s continued expansion.

Role: Art direction, concepts, design

Client: Family Wallpapers
CEO: Martin Edsparr
CMO: Torjörn Erlandsson
Strategist: Sabina Granath
Video Creator: Mina Karami