Linn Backlund

I’ve worked in creative agencies, leading brand and integrated projects for both Swedish and international clients. My experience spans creative production and multi-market launches and rollouts, and I particularly enjoy working at the intersection of client, strategy, creative and execution - bringing different perspectives together and creating clear direction.

I enjoy bringing clarity to complex projects, creating the structure teams need to do their best work, and keeping things moving from idea to final delivery.

Fjällräven is a brand I admire for making purpose an integral part of its identity. Its focus on nature, functionality and long-lasting products feels authentic and consistent, while its international growth has never come at the expense of its Swedish heritage.

For me, it’s seeing a project come together and become something tangible. There’s something especially rewarding about taking a creative idea that started as a thought or conversation and helping bring it to life.