International campaign promoting Sweden as a “Sweet Spot for Sport” with the aim to market Sweden as a worthy choice for major sports events in the international arena. Sweet Spot Sweden is a collaboration between the Swedish Sports Confederation and regional partners Stockholm, Gothenburg, Malmö and Jämtland Härjedalen.


Concept development together with Mattias Claesson at Mattias Claesson Kommunikation & PR. Logo design, Graphical design, Image research and Copy/name development. The campaign material includes print material, a blog web site (, campaign film and exhibition design.

“Collector Cards”-style information material. Samples below. All cards can be seen at the project blog

Campaign Logo and Mark (below).

Ads during SportAccord event 2011 in London.

Above samples of Light Box Wall Panel Graphics.

Below a campaing film loop for exhibition stand at Sport Accord 2011.

Music by Klas Ehnemark.