← All workIdentity / Art Direction

Sjöman Partners

January 2024–Present

Since January 2024, I have led the creative work at Sjöman Partners, spanning art direction, design, photography, 3D and motion. From the visual identity to everyday communication and physical objects, the work builds a consistent world around the brand.

Office in motionSpatial identity · 3D animation0:30

Visual identity

The identity balances precise typography and a restrained layout with warm neutrals and tactile materials. Everett brings a clear, contemporary voice to headlines and body text, while the S/P monogram carries the identity into smaller details, surfaces and motion.

01 / Wordmark Sjöman Partners primary wordmark with its distinctive reversed slash

The primary signature

02 / Monogram The Sjöman Partners monogram, formed from the letters S and P

S + P / A symbol with the shape of a key

03 / Typography

Everett Light type specimen with letters and numerals

LightLarge headlines

Everett Regular type specimen with letters and numerals

RegularHeadlines & body text

04 / Colour palette

Off-white#F4F4F0

Greige#DEDCD2

Dark brown#2B170B

Brown#633C21

Olive#30361E

Warm neutrals / Restrained accents

Visual identity01.01

The gold Sjöman Partners sign and office entrance on Odengatan 90 in afternoon light — Identity in use · Photography: Adam Kaiser01.02

Photography & film

Stockholm, observed through its streets, architecture and quieter details. My photography brings a sense of place to the brand, with warm light and close attention to everyday scenes.

Warm evening light across a brick façade in Stockholm — City studies · Photography: Adam Kaiser02.01

A pedestrian crossing a narrow Stockholm street between light and shadow — Street observations · Photography: Adam Kaiser02.02

A red café sign against a warm stone façade — Neighbourhood details · Photography: Adam Kaiser02.03

An armchair and interior details in directional window light — Light and interiors · Photography: Adam Kaiser02.04

Mellan Visningar

An editorial film pilot built around observations from the office: shifting light, familiar rooms and the small rituals between viewings.

Print & packaging

The identity in the hand: a folded property prospect and a presentation set. Typography, image placement and tactile details carry the same visual language into print.

Property prospect

A gatefold format brings photographs, key information and the floor plan into one compact piece. The folded visualisation uses the original print artwork. My role: layout and graphic design.

Unfolded interior artwork showing property details, floor plan and interior photographs — Interior spread · Original print layout03.02

Presentation packaging

The identity becomes something to hold: a presentation set combining a satin sleeve, warm paper and printed details. The large monogram is blind-embossed into the paper, letting light and texture define the mark without contrasting ink. Shown as a 3D visualisation.

Close view of the large Sjöman Partners monogram blind-embossed into warm ivory paper, with no contrasting ink — Blind emboss and paper stock · 3D visualisation03.04

Macro view of the raised Sjöman Partners monogram and fine warm ivory paper texture, revealed by light from the side — Blind emboss in raking light · 3D visualisation03.05

3D & motion

The identity explored through light, material and movement. Repeating monograms become a glass-like composition; an anniversary film brings sculptural form and animated typography together.

**Logo repeat**Material and monogram study · 20261:24

**Five years**Anniversary campaign · 20261:00

Selected motion

Short films for the brand’s expansion, new office and identity launch. Animated maps, typography and photography give each announcement its own rhythm within a consistent visual language.

**Expansion**Animated cartography · 20250:21

**A new address**Office announcement · 20240:25

**Introducing Sjöman Partners**Identity launch · 20240:23

Sjöman Partners on Instagram

Seasonal campaigns

Seasonal changes give the identity a different rhythm. The 2026 work explores light, everyday details and the rituals of summer; the 2025 campaign takes familiar brand objects into unexpected landscapes.

Spring & summer / 2026

Moving shadows frame the monogram for spring, followed by a midsummer film built around flowers, gathering and light. The summer series “Tyst, men inte stängt” turns to the quieter office: a coffee cup left on a desk, an open window and small signs of life.

**Spring in the city**Seasonal identity · 20260:10

**Midsummer**Seasonal campaign · 20260:16

**Quiet, but not closed**Tyst, men inte stängt · 20260:07

A coffee cup on a sunlit desk with the campaign line Någon kommer tillbaka. — Tyst, men inte stängt · Kaffekoppen · 202606.01

An open office window framed by curtains with the campaign line Sommar i stilla läge. — Tyst, men inte stängt · Fönster · 202606.02

Summer campaign / 2025

The office moves outdoors for a Swedish summer. Business cards, presentation packaging and a familiar desk appear in unexpected landscapes, connecting everyday brand objects with the season. Created through 3D and generative imagery.

Sjöman Partners business card above sunlit water, with the Swedish headline Första intryck i solsken — Summer campaign · 202506.03

Sjöman Partners presentation packaging suspended against a blue sky, with the headline Sommarens viktigaste papper — Summer campaign · 202506.04

A desk, computer and chair in a summer meadow, with the Swedish headline Struktur under bar himmel — Summer campaign · 202506.05

Sjöman Partners storefront imagined covered in flowers, with the Swedish headline Kontoret i blomning — Summer campaign · 202506.06

Objects & material studies

Further explorations of the identity through scent, form and material. The metal objects are ongoing R&D, shown as development studies rather than finished products.

Candle concept

An exploration of scent as a brand object. Brushed-metal vessels carry the monogram in relief, paired with fitted boxes and a matchbook. Shown as a 3D concept.

Metal objects / Ongoing R&D

An incense box with a reversible lid and a cylindrical candleholder explore how a useful object can carry the identity with restraint. The forms, construction and surface treatments are still being developed.

Open metal incense box showing a reversible lid and incense sticks — Incense box · Open · R&D07.02

Closed metal incense box with a simple rectangular silhouette — Incense box · Closed · R&D07.03

Tall cylindrical metal candleholder with understated Sjöman Partners branding — Candleholder · Form study · R&D07.04

Surface studies

The same tray form compared with blasted, brushed and polished finishes. The final material and finish remain open.

Circular metal tray with a matte blasted finish — Blasted finish · R&D07.05

Circular metal tray with a brushed finish — Brushed finish · R&D07.06

Circular metal tray with a reflective polished finish — Polished finish · R&D07.07

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