Kry & Livi
Brand Strategy, Visual Identity, Art Direction, Design Systems and Workflows
As Senior Art Director & Design Manager, I led the creative vision for Kry’s 2019 rebrand, shaping a healthcare brand that feels as human as the care it provides. My role was to balance business goals with creative ambition—building a globally consistent, emotionally resonant brand while guiding a team of five designers and inspiring the wider Global Creative Team through workshops, inspiration sessions, and strategic direction.
The rebrand redefined the brand proposition and carried it through every touchpoint—from app experience and marketing to clinic interiors. Alongside the creative work, I introduced templated systems and streamlined workflows that improved efficiency, cut production costs, and strengthened brand consistency across multiple markets.
Brand Strategy & Identity
It’s all about you and your health
Our creative strategy centred on the idea of you-centred healthcare—a promise of empathetic, personal care as the first step to feeling well.
We translated this into a visual language built on soft organic forms, calming and psychologically informed colours, and art-directed illustration and photography that felt diverse, approachable, and human. The result positioned Kry/Livi as a modern, patient-first brand in an industry often seen as cold or “too clinical”.
Guidelines, Templates & Workflows
Smooth & Efficient Workflows
To support global consistency, I developed a suite of internal tools and systems: brand guidelines, a refined tone of voice, asset libraries, and templated systems for advertising, social media, email marketing, and physical environments.
These resources empowered local teams to move faster while staying on-brand, reducing bottlenecks and ensuring every patient interaction felt part of the same thoughtful experience.
Digital Product UI Design
The in the App Experience
The app is where patients experience the brand most intimately, so we made sure the new identity carried through seamlessly. I led the integration of illustration, colour palettes, and brand elements into the UI—introducing organic forms, subtle animations, and warm human touches to create a welcoming, empathetic digital space.
Marketing Strategy & Creative
Global creative & strategic marketing
I designed modular creative systems for brand campaigns, seasonal activations, and product launches. These frameworks gave local markets the freedom to adapt quickly while maintaining a cohesive global brand narrative—accelerating production and strengthening storytelling across channels from performance marketing to social and out-of-home.
Retail Design
Seamless digi-physical healthcare experience
I directed the visual experience for Kry/Livi’s clinics, ensuring that stepping inside felt like entering a physical extension of the app. Working with architects and interior designers, I developed a clinic style guide covering spatial principles, materials, and signage. Calming colours, illustrated cues, and brand-led graphics created reassuring, human-centred spaces that rolled out consistently across Sweden, the UK, and France.
