Fjällräven
Role
Designer (digital artworker)
Date
2023
Project Type
Omni-channel marketing campaign
Working as designer/digital artworker on the Fjällräven ‘Everyday Outdoors’ project, I delivered 21 creative assets to support an international campaign for each of the eight markets. The goal was to deliver platform-specific content across Meta, including carsousels and programmatic ads, that would drive brand awareness, engagement and conversion, while ensuring every asset reflected Fjällräven’s distinctive, nature-inspired identity.
Goals
To adapt the art director’s master storyboard into a set of market-ready assets, maintaining brand consistency across all visuals and touch-points, optimised for platforms, formats and ensuring usability in each.
Deliverables
21 static assets for social media ads, carousel formats, still images, and instant experience assets for eight European markets.
My Focus
Working in the collaborative Figma file to reformat and localise assets. Applying Fjällräven’s brand guidelines with precision to preserve consistency across platforms and completing fast iterations based on client feedback.
Challenges
Cross-market consistency
Localised content needed to fit seamlessly into Fjällräven’s visual identity without losing clarity or accessibility across languages.
Platform specifics
Each format (carousel, instant experience, static ad) had unique requirements that demanded careful consideration of layout, messaging hierarchy and visual balance.
Feedback loops
Working with multiple stakeholders required strong communication to align updates quickly and keep production on track.
Tools and Methods
Figma - for collaborative asset production and iteration with the internal creative team and client.
Brand guideline adherence - to ensure visual brand consistency across global markets.
Cross-functional communication - with the art director and client team to manage iterations efficiently.
Outcome and Impact
The campaign launched across all eight markets with a full set of localised, platform-ready assets.
We balanced brand integrity with format-specific needs.
We delivered a cohesive visual identity that strengthened Fjällräven’s global presence while resonating with diverse audiences.
This project reinforced the importance of precision and adaptability in scaling content internationally. I learned how critical it is to anticipate the nuances of different platform specifics and market localisations while keeping the brand identity consistent.
In my first project working collaboratively within Figma (my teams had transitioned from Adobe XD where there where there was no equivalent collaborative function) I had a much smoother and efficent experience in the iteration phase, with strong feedback loops helping to streamline corrections and ensuring every asset not only met brand standards but also worked seamlessly for users across channels.