Wallpassion
Wallpassion is a Swedish wallpaper and wall paint brand from Familjetapeter, the leading distributor of wallpapers in the Nordics. The brand is revolutionizing the market by expanding into adjacent product categories, with a strong and growing commitment to sustainability, where both climate impact and customer needs guide every step of the design and production process.
As creative brand lead, I played a central role in shaping Wallpassion’s visual identity during an exciting period of growth. Anchored in a new marketing strategy, my work included developing a logo, visual identity, and brand guidelines, along with campaign materials for digital advertising, video content, and social media. Drawing on the brand’s sustainable and design-driven profile, I created a clear, inspiring, and future-facing visual presence—optimized for e-commerce and multichannel communication.
Disciplines: Brand Identity, Visual Systems, Advertising, Marketing Design, Digital Assets, Social Media
Credits
EXECUTIVE DIRECTOR / FAMILJETAPETER
Martin Edsparr
Martin Edsparr
BRAND & COMMUNICATION STRATEGIST / SENSIBAR
Sabina Granath
Sabina Granath
MARKETING & E-COMMERCE STRATEGIST / FAMILJETAPETER
Torbjörn Erlandsson
Torbjörn Erlandsson
LEAD BRAND DESIGNER
Patricia Lindberg
Patricia Lindberg
ART DIRECTORS / CONTENT CREATORS
Patricia Lindberg, Mina Karami
Patricia Lindberg, Mina Karami
IN PROGRESS – CHECK BACK SOON FOR MORE VISUALS!
Using the updated brand color palette I helped define in a prior engagement with SFFILM, I built a vibrant, modern composition that plays with rhythm, geometry, and movement. The burst of popcorn shapes flowing from the character’s hand represents stories being shared — dynamic, unexpected, and communal.
From print collateral to digital screens, the design reinforces SFFILM’s identity as a space where bold ideas and diverse voices come together. The result is a visual system that feels joyful, cinematic, and unmistakably part of San Francisco’s cultural landscape.
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