Axel Johnson International

For three years in a row, I had the opportunity to conceptualize and design the annual reports of Axel Johnson International, facing different tasks each year in terms of telling their ongoing story. The theme for the last report was built on the client’s expert abilities in “adding values” to their clients. It was decided to focus on cases and success stories to prove their point, hence choosing an editorial approach for a more suitable framing.

My role: Concept, design, art direction and layout from initial concept to completion. During the first year, I collaborated with H + K Sweden and later on directly with the client.
Client: Axel Johnson International.


In 2014 the theme was decided to reflect on Axel Johnson International being “a good place to be”. That might sound presumptuous, and I must say that I have heard my fair share of company BS over the years, although in this case, I already knew this to be true.

The visual approach attempted to empathize prosperity, a sense of belonging, gender equality and being a good partner in business, either in a merger or as a supplier of services or goods