Alexandra Svärdh Portfolio

Alexandra Svärdh
alexandra.svardh@gmail.com
LinkedIn

I work at the intersection of brand, culture and creativity, shaping ideas from concept to execution across campaigns, content and collaborations. I’ve spent my career leading global brand strategy and creative initiatives, and I’m driven by building brands that feel culturally relevant, emotionally resonant and designed to last.

Experience

Toca Boca, Stockholm - Senior Brand Manager
Sep 2022 - Present

Toca Boca, Stockholm - Product Marketing Manager
Oct 2020 - Sep 2022

Toca Boca, Stockholm - Social Media Manager
Aug 2019 - Oct 2020

Dentsu Creative, Stockholm - Account Manager, PR & Social Media
Oct 2017 - Aug 2019

Dentsu Creative, Stockholm - Community Manager
Aug 2017 - Oct 2017

Please see further descriptions and references on LinkedIn.

Education

Royal Holloway University of London, London - Bachelor of Science
2014 - 2017

Graduated with First Class Honors in BSc Management with Marketing

Certifications

Franklin Covey Leadership Training - 7 Habits of Highly Effective People
Issued Jun 2023

Snap Inc. - Snapchat Advertising Core Competencies
Issued Jan 2019

Meta - Facebook Certified Planning Professional
Issued Dec 2018

Skills

Brand Strategy

Global Campaigns

Team Leadership

Customer Insight

360 Marketing

Brand Identity

Strategic Partnerships and
Business Development

Stakeholder Management

Creative Partner and Agency Direction

Editorial and Portrait
Photography

Press

‘KATSEYE joins Toca Boca World game universe, where eyekons can become group’s seventh member’, Billboard
2025

‘Wicked: For Good to launch Toca Boca World video game collaboration’, Variety
2025

‘Flexibilitet främst när Toca Boca uppdaterar varumärket’, Resumé
2024

Last Updated 24.10.31

Selected Work

1. Global Brand Identity Transformation

As Toca Boca’s universe expanded and its audience grew older, the brand needed an identity that could bend, stretch and flex across new games, products and platforms — without losing its safe and playful core. As Senior Brand Manager, I led the brand refresh end-to-end in close collaboration with Bold Scandinavia / NoA, evolving the brand’s story through Boundless Play: a flexible identity system inspired by how kids play. Built around a refreshed logo, bold typography, vibrant colour, dynamic gestures inspired by in-game movement and a kids-first voice, the new identity strengthened long-term brand clarity while staying true to its soul — and was nominated for Guldägget 2024 for identity design.

2. Establishing music as a cultural activation vertical

Music became a new way for the brand to speak. Rather than using it as promotion, we explored music as a space for identity, emotion and belonging. As Senior Brand Manager, I pioneered and led a new music partnership model, establishing music as a long-term activation vertical within the product and brand ecosystem. Working with artists including KATSEYE and Conan Gray, we approached each collaboration as world-building — translating sound, mood and values into playful, interactive experiences across character design, style, movement and storytelling. The activations reached 60M+ monthly players, generated 80M+ impressions and 200M+ song streams in 30 days, and earned international press coverage (Billboard), demonstrating the cultural and commercial potential of scalable, product-integrated music partnerships.

3. Photography

Professional lifestyle, editorial and portrait photography, working primarily with 35mm film. Published in Odalisque Magazine, Plaza Interör, and Rum Hemma.

4. Play, made physical with Toca Boca x H&M

This collaboration explored how Toca Boca’s digital universe could take physical form. As Senior Brand Manager, I led the brand direction and strategic framing of a global, gender-neutral kidswear collection with H&M, working closely with internal teams and H&M’s design organisation to translate values of play, freedom and self-expression into the physical world. Built using innovative circular processes that recycled coloured textile waste into new garments, the collection paired understated cool with playful detail and launched both digitally and physically — allowing kids to express their identity on- and off-screen while reinforcing sustainability and inclusivity as core brand principles.