Hello, I’m Elin!
I’m a creative leader and brand builder who brings together brand strategy, product, packaging, and consumer experience to create brands that are both meaningful and commercially successful.
As a designer, I’ve led creative from early-stage concept through final execution – developing brand identities, products, packaging systems, visual merchandising, photography, and marketing experiences that work together as one cohesive story.
I’m a conceptual, detail-oriented, and strategic thinker who sees both the big picture and the small details. I connect creative vision with business goals to build brands that resonate with consumers, stand out at retail, and ultimately drive growth.
Dive in. Roll up your sleeves. Get your hands dirty.
I’m a hands-on creative leader who genuinely enjoys being involved in the work. I love taking an idea from a rough concept and figuring out how to make it real — whether that means developing a new product, refining a packaging system, building a brand identity, directing a photoshoot, creating a retail presentation, or working through the details needed to get something production-ready.
I’ve worked across a wide range of consumer brands and retail environments, including Disney, Sephora, Target, Costco, PetSmart, and Walmart. My experience spans both established brands and emerging businesses, giving me an understanding of how to balance creative ambition, consumer needs, production realities, and business goals.
At the heart of my approach is a simple belief: great design isn't just about making something look good. It’s about creating a clear, thoughtful experience that makes people want to connect with a brand.
A bit about me
Outside of work, I’m an Aquarius and the youngest of three girls. I love a good before-and-after design makeover, which probably explains why home renovation projects light me up. My husband and I have renovated nearly every square inch of our Minneapolis home — an ongoing adventure that has been especially interesting with two young kids.
When I’m not designing, you’ll probably find me working on a craft project, knitting, getting outside, running, or riding my bike around Minneapolis with my two kids in tow.