Art direction & Content design

Essity: Libresse & TENA

Creative consultant operating in-house, responsible for art direction, visual identity, and creative execution across digital channels.

My work includes concept development for social media, extending global campaigns, designing and producing assets for paid social campaigns, and ensuring visual consistency across Scandinavian och Baltic markets.

Libresse is a brand I genuinely care about, and this role has given me the opportunity to truly explore the full spectrum of marketing. Although my background is in design, I am constantly curious about what drives successful social media and how today’s platforms can create real impact for branding and visibility — for both small creators and global brands. Across all contexts, creativity remains the key.

Role: Creative consultant

2024 - ongoing

BRAND

Libresse is a leading international femcare brand with a strong focus on empowerment, inclusivity, and breaking taboos around menstruation and intimate health. Operating across multiple markets, the brand requires communication that is culturally sensitive, locally relevant, and globally consistent — balancing trust and credibility.

MISSION

As Art Director / Visual Designer and Creative Consultant, I work as a core creative resource for Libresse, responsible for shaping and executing visual communication across social media, paid assets, campaigns, and digital content — primarily for the Nordic markets.

INSIGHTS

A central challenge has been balancing a strong global brand platform with local relevance and authenticity. Libresse operates in a sensitive category, where communication must be inclusive, educational, and emotionally resonant — without losing clarity or visual impact.

Case example: Never just a period

In 2024, the global campaign It’s Never Just a Period was launched. I contributed to the development of social and paid social concepts, shaping how the campaign was launched, implemented and translated into engaging content designed to spark conversation and emotional response.

Selected outcomes are shown below.

Social media strategy & content design
For paid socials and organic content

Rather than simply repurposing global assets, my role focused on translating the core narrative into something culturally relevant and emotionally resonant for a Nordic audience.

This included:

  • Reworking the campaign concept through relatable, real-life stories.

  • Gathering stories directly from our community and followers.

  • Conducting street interviews to capture authentic voices and perspectives.

  • Creating pre-launch content and teasers to build anticipation and buzz around the main campaign film.

Here are some of the best performing assets from this campaign. Please click on each photo to see the video on TikTok.

Paid social assets

I’ve designed and delivered multiple social campaigns across TikTok, Meta and Pinterest, including static assets, animations and UGC-driven video content.

Delivering concepts and designing assets for both print and digital platforms as part of the Never Just a Period campaign. My role included shaping the physical experience — defining how the activation cart and product stand should look and function — alongside creating digital content for TikTok and Instagram. I was responsible for the content strategy, from planning and creation to publishing and social media management.

Events: Way Out West, 2025
Influencer event in Oslo, 2025
Gothia Cup, 2025
Elle Gala Norway, 2024
Gothia Cup, 2024

Event conceptualization