UX director, designer and client whisperer. International career spanning over a decade at SapientRazorfish, MRM//McCANN, Digitas. Founder of the digital studio Fiction.

Available for work as creative director and rock-solid collaborator. Joel's strong suit is design leadership and solving complex UX challenges. He applies those skills in branding, product design, marketing and eCommerce.

For the past 15 years, he's led several game changing projects on a global scale for brands such as Oakley, The North Face, Kia, Adidas, H&M, Coca-Cola, Peak Performance, Björn Borg, and Xbox.

Background Check

With a passion for design thinking, branding and storytelling, Joel helps global brands build character, connect to customers, and sell stuff. He's a visionary leader who utilizes left-brain logic and right-side artistry to craft interactive shopping solutions for brands that have remarkable stories to tell.

During an international career spanning over fifteen years, he’s been able to consistently maintain an incredibly diverse and beautiful body of work while employed at globally acknowledged network agencies. Having lived in San Francisco, London, Copenhagen and Stockholm has given him a taste of the beauty of our world.

From being hands-on with world-class UX design skills to being an inspiring and collaborative mentor, he’s growing teams to award winning solutions with a user-centered approach. With one foot on the ground, the other one in the future, he mixes a rare blend of marketing, ecommerce, content creation and branding with disruptive technologies.

Areas of Expertise

Understanding and transforming customer needs into sensible solutions through creative direction. A client whisperer, well-versed in business growth, strategy, eCommerce, ux/design, product design, branding, content production, writing and prototyping. Huge interest in new technologies, design and the arts. Primary tools: Adobe CC, Sketch, paper, pen & post-its.

Awards & Recognitions

The FWA: Site of the day | Epica: Bronze | w3award: Best in show + 3 Golds | Davey Awards: Best in show | Awwwards | European Excellence Awards: Gold | Swedish Design Award: Gold.

On A Personal Note

As a skier, snowboarder, explorer and basketball player, Joel is struck by a healthy case of wanderlust, a questionable doze of madness, and an insatiable appetite for information — just what you need in order to shake things up and make sense out of chaos.


Seven years ago, Joel founded the digital studio Fiction. Guided by a bold vision of how to run the next-generation agency, he has since built an impressive client list. From athleisure brand Peak Performance to legendary sportswear brand Björn Borg. From bespoke Danish fashion label Samsøe & Samsøe to online stock-trading platform Nordnet, he's been able to pull off a full-blown digital agency offering while keeping the team intimately small, remote and scalable. During this time, Joel has also assumed in-house roles as Director of Product Design at Nordnet and Tele2.