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.

© Alex S. Studio 2026