Through my photography I blend the art of storytelling with the essence of lifestyle photography to convey the compelling narratives behind brands. With a keen understanding of brand identity, I capture not only the products but also the authentic experiences of their users. Delving into the cultural, historical, and heritage aspects of both brand and community, my work transcends mere visuals, offering glimpses into the rich tapestry of narratives that define them. Through my lens, I aim to weave together the intricate threads that connect brands, products, users, and the environments they inhabit, creating an immersive storytelling experience.

Lifestyle and Branding - Fjällräven Classic Colorado

Discover the origin of the Fjällräven Classic concept, born amidst the northern landscapes of Sweden in 2005.The driving force? A desire to ignite a passion for the great outdoors and rekindle the connection between people and nature.

As the years unfolded, and the participant count soared, a new chapter unfolded in 2013 – a Classic in Denmark.
This iteration aimed to unveil nature's wonders right at your doorstep, challenging the notion that it has to be a distant adventure.While thousands embark on the Classics in Sweden and Denmark, the vision extended beyond, reaching out to a broader audience.
The goal? To introduce more individuals to the Fjällräven way of trekking – carrying everything you need on your back, surrounded by good company, and, above all, respecting nature.

In 2016, the Classic journey crossed the Atlantic. A modest, experimental event at first, a trial run to gauge interest.
The response was nothing short of fantastic; the Classic concept found a home among U.S. trekkers. Embracing Leave No Trace principles, Fjällräven strive to educate trekkers about environmental stewardship while guiding them through a challenging and gratifying expedition across the mountains.

The Fjällräven Classic is not just an event; it's an invitation to explore, connect, and embrace the beauty of the outdoors.
Visit: Fjällräven Classic USA

Lifestyle and Branding - Morakniv Adventure & Morakniv Experience

There is a special bond between the hands that craft a Morakniv and the hands that wield it.
A shared philosophy that is carefully passed from the knife maker to the adventurer, craftsman, artist, carpenter, or artisan.
The town of Mora, Dalarna, Sweden, has been a center for knife-making since the 17th century. Individually crafted in the local tradition. To bear the name 'Mora knife,' it must proudly originate in Mora.

Morakniv, a family-owned legacy for 135 years since its establishment in 1889, proudly holds the distinguished title of Purveyor to the Court. Purveyor to the Court is an honorary award given to companies as proof that the company's products or services are appreciated by a members of the Royal Family and are appointed by His Majesty The King.

For one week every year Morakniv invites you to embark on an extraordinary journey as they extend a global invitation to enthusiasts from all corners of the world.
People gather in Mora for a transformative week and immerse in nature, surrounded by the very landscapes that gave birth to Morakniv knives. This unique experience offers not only the chance to hone practical skills in bushcrafting, whittling, and knife care but also the opportunity to connect with the Morakniv family 1-1. The participants sleep under the stars in tents, and let the spirit of adventure and craftsmanship unfold in the heart of Mora.

Within the Morakniv family, a diverse array of ambassadors, each a master in distinctive realms of craftsmanship – from handicraft and sloyd to the prowess of a Navy SEAL, the finesse of bushcraft, and the artistry of creatives. With hands-on expertise, these ambassadors host immersive showcase sessions, inviting everyone to partake, explore, and discover their unique crafts.

Lifestyle & Product Rebrand Concept

Dosist is a globally recognized, modern wellness company empowering people to naturally manage their health & happiness through dose-controlled cannabis therapy.
Originally rooted in the high-end Beverly Hills scene, Dosist has set its sights on connecting with the dynamic Gen-Z demographic and the expressive realms of music, art, and influencers.
The brand seamlessly bridges the gap, offering a balanced approach to well-being for all.

Online Identity & Brand Concept

Nestled in the heart of New York City, Kings County Distillery stands as a testament to the city's rich distilling heritage. Established in 2010, it proudly holds the title of the city's oldest, largest, and premier whiskey distillery, breaking ground as the first of its kind since the days of prohibition. Housed within the historic walls of the 123-year-old Paymaster Building in the iconic Brooklyn Navy Yard, Kings County Distillery is more than a producer of fine spirits; it is a custodian of tradition and craftsmanship.

With a commitment to the art of distilling, Kings County creates a distinguished range of handmade bourbons, ryes, and other whiskeys. Each bottle encapsulates the spirit of the city and the essence of time-honored techniques. The distillery's journey is a blend of history and innovation, offering visitors not just a taste of exceptional spirits but also a glimpse into the storied past of New York's distilling legacy. As a cornerstone of Brooklyn's cultural landscape, Kings County Distillery invites whiskey enthusiasts to savor the heritage, craftsmanship, and distinct character distilled into every drop,