Fora (Sep 2018–Dec 2024) – Head of Brand / Product & UX Designer
Fora is a Swedish non-profit that helps employers and employees manage collectively agreed pensions and insurances.
I joined Fora in 2018 to design a pilot e-service. What began as a two-week assignment evolved into a 6+ year transformation journey, where I took on increasing responsibility – from product designer in a new cross-functional team to Head of Brand.
I led the development of Fora’s updated brand identity and applied it across all channels – digital and print, internal and external. I introduced design thinking, helped shape the customer experience, and built a scalable design system to ensure visual and functional consistency.
Key responsibilities
• Led brand strategy, design direction, and implementation
• Developed brand guidelines and scalable design systems
• Collaborated across UX, marketing, and communication teams
• Supported internal branding and employer branding initiatives
• Delivered concepts, UI/UX design, and art direction for services and campaigns
Selected deliverables
• External website
• My Pages (for employees and employers)
• Stand-alone e-services
• Newsletters & campaigns (EDM)
• Intranet and internal presentation tools
• Reports and printed materials
Fora transitioned from annual to monthly employee reporting to provide more accurate and timely data, giving employees greater transparency and more secure pension contributions. For employers, the change means a smoother workflow and fewer reporting errors.
To ensure a seamless transition, Fora launched a year-long campaign built around the message “Tolv är bättre än en” (“Twelve is better than one”) — highlighting how monthly reporting ultimately benefits both employers and employees. The campaign included TV ads, infomercials, social media content, and preparatory webinars, offering support at every stage. It achieved strong reach and engagement, resulting in an exceptionally high compliance rate from the very first report.
