Gripsholmsrosen

The project

Hemgården is a new design brand inspired by the heritage and atmosphere of Mariefred, in Sweden. I worked with the team from the early stages of the launch, helping shape the story around the brand and its first collection — Gripsholmsrosen — translating that story into marketing and content.

My role covered both strategic and creative work, including brand ideation, copywriting, photography, video production, social media planning and Meta advertising.

Starting with the story

The first challenge was to communicate what Gripsholmsrosen was and, more importantly, why it should matter to people.

Rather than treating the launch as simply a product campaign, I helped develop a narrative around the place, the people and the collection. The intention was to give the products historical context, creating something that could extend across the website, social media and paid advertising.

This became the foundation for the brand's tone of voice and the way the collection was introduced to its audience.

Turning the concept into content

With the story established, I translated it into a social media content series designed to introduce the brand gradually and create expectation around the launch.

I worked across the creative process, including:

• Developing content concepts and storylines
• Photographing and filming products and environments
• Writing copy and captions
• Editing and adapting content for social formats
• Planning the publishing schedule

The creative direction focused on making the brand feel authentic and connected to its origins, while ensuring that the products remained the central focus.

Connecting content and paid marketing

The organic content was complemented by Meta advertising to extend the reach of the launch and introduce the collection to new audiences. I helped develop the advertising creative, plan and launch campaigns, monitor performance and make adjustments based on what the data showed.

This created a feedback loop between creative and performance: content was not treated as finished once it was published, but as something that could be tested, evaluated and improved on.

Measuring impact

The launch established a strong marketing foundation for Hemgården and Gripsholmsrosen — from brand storytelling and visual content to social media and paid acquisition. It also introduced a repeatable framework for communicating the brand and supporting future campaigns.

Key results:

• Flagship collection: Gripsholmsrosen became Classic Living's flagship collection and a leading revenue driver.
• Sales growth: Paid social contributed to measurable growth in e-commerce sales.
• Audience engagement: Generated strong engagement and qualified traffic throughout the customer journey.
• Ongoing optimization: Performance data continues to inform targeting, placement and budget decisions.

What I learned

Building a brand from the ground up taught me that strategy, creative and performance are not separate parts of marketing; they continuously shape each other.

Defining the brand story gave the creative work a clear direction, while seeing how people responded to that work challenged some of my initial assumptions. Performance data became a way to understand not just what was getting attention, but which messages and creative approaches were actually moving people further through the customer journey.

This meant that the biggest takeaway was learning to treat creative as something to iterate on, not something to simply produce; combining a strong brand point of view with what the audience data is telling you.