Kry & Livi
Brand strategy, Visual Identity, Art Direction, Design systems and Workflows
As Senior Art Director & Design Manager, my role was to balance company goals with creative ambition,building a globally consistent and emotionally resonant healthcare brand.
I led a team of five designers and inspired the wider Global Creative Team through workshops, creative inspiration sessions, and strategic guidance.
I played a key role in the company’s rebrand, redefining the brand proposition and executing it across all global touchpoints. I identified opportunities to streamline workflows between stakeholders and creative teams, implementing templated design systems for print, digital, and marketing channels. These changes improved efficiency, reduced production costs, and delivered a cohesive brand experience that increased brand love and consistency across markets.
Brand Strategy & Identity
It’s all about you and your health
The creative strategy centred on the brand story: "You-centred healthcare", a promise of human, empathetic care as the first step to feeling well again.
We translated this into a visual language using soft, organic shapes and calming, psychologically informed colours to evoke trust, reassurance, and optimism. Illustrations and photography were art-directed to feel approachable, diverse, and human-centric, reinforcing the idea that healthcare should feel personal, not clinical.
This strategy positioned Kry/Livi as a modern, patient-first brand in an industry often perceived as cold and impersonal.
Guidelines, Templates & Workflows
Smooth & Efficient Workflows
To support global consistency, I lead the creation of a suite of internal tools and systems: comprehensive brand guidelines, a refined tone of voice document, internal brand asset libraries, and templated design systems for advertising, social media, email marketing, and physical design.
These resources empowered teams in all markets to work efficiently and consistently, reducing design production bottlenecks and ensuring every brand interaction reflected the same high-quality standard.
Digital Product UI Design
The in the App Experience
The app is where patients experience the brand most intimately, so we extended the new brand identity seamlessly into the UI.
I led the integration of illustration, colour palettes, and brand elements into the app, making the experience feel welcoming and aligned with external communications. Subtle animations, organic forms, and human-centric visual touches helped delight users and reinforce the narrative of care and empathy, ensuring the app felt like a natural continuation of the brand story.
Marketing Strategy & Creative
Global creative & strategic marketing
I lead the development of templated creative systems for both above-the-line and below-the-line marketing, covering seasonal promotions, product feature launches, and brand campaigns.
These modular design systems allowed local markets to adapt creative materials quickly while staying aligned with global brand standards. This approach not only accelerated production but also enabled cohesive storytelling across performance marketing, social campaigns, and event-based activations.
Partnerships
Livi x Elsan, French healthcare partnership
I led the visual experience for Kry/Livi’s physical clinics, ensuring that stepping into a clinic felt like entering a physical extension of the app.
I applied complimenting calming brand colours, illustrated visual cues, and brand-led environmental graphics to create a reassuring, human-centred healthcare space.
Working closely with the lead architect and interior designer, I developed a clinic style guide that documented spatial design principles, material use, and signage systems—enabling the brand to roll out multiple clinics across Sweden, the UK, and France with consistent, recognisable brand expression.
Retail Design
Seamless digi-physical healthcare experience
I led the visual experience for Kry/Livi’s physical clinics, ensuring that stepping into a clinic felt like entering a physical extension of the app.
I applied complimenting calming brand colours, illustrated visual cues, and brand-led environmental graphics to create a reassuring, human-centred healthcare space.
Working closely with the lead architect and interior designer, I developed a clinic style guide that documented spatial design principles, material use, and signage systems—enabling the brand to roll out multiple clinics across Sweden, the UK, and France with consistent, recognisable brand expression.
