Hi. I’m Silje.
I do Art & Design Direction
Captivating user journeys sprout from my fingertips, stories come alive, and pixel-perfect designs magically appear (with diligent effort).
This is my work.
Client: Calvin Klein
Role: Design, UX/UI, Strategy
A fresh new online experience to match Calvin Klein’s new collections and exclusive collaborations.
After CK rebranded with a new logo and typeface, I redesigned the EMEA e-commerce platform to align with their updated aesthetics. Next to this I worked on creating digital strategies to reclaim the space of classic everyday essentials and launching exclusive collaborations.
Results:
The redesign was done in two months, and the launch strategies achieved a higher sell-through with a lower return rate for the new essentials and multiple record-breaking launches.
Client: Tommy Hilfiger
Role: Head of Digital Design, Strategy
The all-over pattern of the TH Monogram collection, debuted during New York Fashion Week, was launched with nothing less than an all-over digital experience.
I led the digital design team in refreshing the Tommy Hilfiger website for the launch of their Monogram Collection. We crafted a seamless user journey by strategically tailoring content across diverse touch points, considering varied traffic sources and user behaviours.
Client: VanMoof
Role: Design, UX/UI, Branding, Store Design
Launching the most innovating e-bike online to get 1 million bums on bikes.
As the sole digital designer for VanMoof, I redesigned the entire website for the S3 and X3 launch. Combining a discovery experience that allowed customers to explore the bikes in dept, configure them to their preferences in a new bike configurator, and purchase through a streamlined checkout process. The interactive 3D product detail page showcased all the unique tech features, and was developed in collaboration with RESN.
Results:
VanMoof sold over 4400 bikes within 24 hours, all online. The new purchase flow increased the average order value with 25%, and mobile sales went up with 33%.
Client: Nike
Role: Design Director
Re-establishing Nike as THE running brand, through an unforgettable running experience, the Pegasus Relay: 272.4km for 41 runners across 24 hours.
Nike is a running brand at its core, but in recent years, the category has become crowded and fiercely competitive. To redefine and lead the sport with bold brand statements, we used the latest launch of Nike’s original and most iconic running shoe: the Pegasus.
On Global Running Day we inspired an international running community, by creating an experience only Nike could do: The Pegasus Relay. With 41 Runners from 13 countries covering 272.4km between Pegasus birth place Mount Helicon and Mount Olympus in Greece, in less than 24 hours. See the full video for Nike Running here.
Results the first week:
22K Notify Me Sign Ups
100% Sell Out Volt Yellow Men’s
Client: Uber Eats
Role: Design & Art Director
Creating a tasty transformation for Uber Eats.
I served up the comprehensive rebranding of Uber Eats across the EMEA region. This included designing and implementing brand guidelines for owned channels and partnerships, covering everything from small digital assets and print flyers to large-scale out-of-home (OOH) media.
Client: LG
Role: Art Director
Inspired by chickens’ remarkable ability to keep their eyes focused during movement, a chick named Lizzy launched the new LG G2 smartphone with Optical Image Stabilisation.
The film ‘Steady Feathers’ tells the story of a cameraman named Dave and his chicken, Lizzie, as they take matters into their own feathers to achieve the perfect ‘stabil-eyesed’ shot
Results:
Lizzy took off earning 46 million views, 2.7 million likes, 790K shares, and 15,7K comments in only 6 days.
Client: Diesel
Role: Art Director
To spark enthusiasm for Diesel’s Gift Collection, customers were hypnotised to become 5-year-olds reliving the Magic of Christmas, and to reach agonising levels of ecstasy over Diesel’s gifts.
Since Christmas is a time of obscene over-commercialisation and brand brainwashing, we decided to remind people of the true joy of the holidays – by literally controlling their minds. Oh, the irony. You can watch ‘Behind the Dreams’ on youtube.
Results:
Without any media support, the campaign reached a total number of 4.9 million people online. The website hosting the trilogy and gift selection also won 7 web content awards.
Client: SIL-LI
Role: Founder & Maker
My own playground to express my design vision.
I founded my own company with multi functional essentials, to encourage a shift away from product overconsumption. Like the MultiTote that transitions from backpack to tote in only one step. Beyond the product development crafted using traditional techniques, I also designed the branding and art directed the shoots.
Results:
The brand won both Overall Talent by Aquent and was featured by de Bijenkorf.
How can I help?
I bring a decade of know-how to turn your creative challenges into a tangible reality. I’ve worked for a wide range of clients from start-ups to industry leaders, and collaborated with agencies like Sid Lee, AKQA, Achtung, Soursop, Super Heroes, and TBWA. Notably, I built and led the digital design teams for Calvin Klein and Tommy Hilfiger.
Holler