KLARNA
KLARNA
Klarna wanted to bring its bold, design-forward identity to life for US audiences.
I led visual execution across social campaigns-from concept through delivery-helping the brand grow recognition and engagement in a crowded market.
Partnering with strategists, copywriters, and external artists, I reimagined underperforming series and built fresh visual systems that elevated Klarna's look and voice, driving 487M impressions and 4.1M engagements across organic, paid, and influencer content.
Klarna wanted to bring its bold, design-forward identity to life for US audiences.
I led visual execution across social campaigns-from concept through delivery-helping the brand grow recognition and engagement in a crowded market.
Partnering with strategists, copywriters, and external artists, I reimagined underperforming series and built fresh visual systems that elevated Klarna's look and voice, driving 487M impressions and 4.1M engagements across organic, paid, and influencer content.
CLIENT
Lightworks Commission
ROLE
Art Director, Designer
PROJECT
Photo and Video Production Social Content
CLIENT
Lightworks Commission
ROLE
Art Director, Designer
PROJECT
Photo and Video Production Social Content
The Client: Amazon Fresh is Amazon's grocery delivery and physical store brand, launching social channels from scratch with no established presence or brand voice.
The Audience: Deal-seekers looking for value and home cooks who view cooking as a lifestyle hobby—two audiences with different motivations but overlapping needs for fresh, quality ingredients.
The Challenge: How do you build a successful social presence for a grocery brand when most food content on Instagram and TikTok is either aspiration-driven cooking or meme-heavy relatable content—not shopping?
The Client: Amazon Fresh is Amazon's grocery delivery and physical store brand, launching social channels from scratch with no established presence or brand voice.
The Audience: Deal-seekers looking for value and home cooks who view cooking as a lifestyle hobby—two audiences with different motivations but overlapping needs for fresh, quality ingredients.
The Challenge: How do you build a successful social presence for a grocery brand when most food content on Instagram and TikTok is either aspiration-driven cooking or meme-heavy relatable content—not shopping?
The Desire Series
In an effort to create visuals that resonated
with Klarna’s visionary audience, we created
the Desire Series; a set of Instagram Stories,
in which we presented Klarna objects
in uniquely created environments.
The Klarna team saw a natural fit with 3D artist, Peter Tarka. We reached out to him, and had him design 3 paradise spaces for us. Each room including objects that were available through Klarna.
The Desire Series
In an effort to create visuals that resonated
with Klarna’s visionary audience, we created
the Desire Series; a set of Instagram Stories,
in which we presented Klarna objects
in uniquely created environments.
The Klarna team saw a natural fit with 3D artist, Peter Tarka. We reached out to him, and had him design 3 paradise spaces for us. Each room including objects that were available through Klarna.
I took Peter's environments and designed 3 sets of Instagram stories,
highlighting the subtle placement of each Klarna item featured.
I took Peter's environments and designed 3 sets of Instagram stories,
highlighting the subtle placement of each Klarna item featured.
Artist Spotlight
As part of the collaboration, we
created these Instagram stories
meant to link our audience out
to our exclusive interview with Peter.
Artist Spotlight
As part of the collaboration, we
created these Instagram stories
meant to link our audience out
to our exclusive interview with Peter.
Smooothest of the Week Redesign
After six months of Klarna's "Smooothest of the Week" Instagram Stories series, I led a creative refresh based on performance data.
The original format—weekly polls with random imagery—lacked thematic clarity and engagement depth.
Smooothest of the Week Redesign
After six months of Klarna's "Smooothest of the Week" Instagram Stories series, I led a creative refresh based on performance data.
The original format—weekly polls with random imagery—lacked thematic clarity and engagement depth.
SOTW 1.0
No clear theme
Only poll stickers
Photos from all across IG
SOTW 1.0
No clear theme
Only poll stickers
Photos from all across IG
This new approach proved to be effective, averaging in a ~90% completion rate.
This new approach proved to be effective, averaging in a ~90% completion rate.
SOTW 2.0
Opening theme
Mix of engagement plays
Ends on a CTA
SOTW 2.0
Opening theme
Mix of engagement plays
Ends on a CTA
Merchant Round-Up
The Weekly Instagram Stories highlighting Klarna merchants needed
an overhaul. I rebuilt the series with a flexible template system that
balanced product visibility with Klarna's playful aesthetic.
Merchant Round-Up
The Weekly Instagram Stories highlighting Klarna merchants needed
an overhaul. I rebuilt the series with a flexible template system that
balanced product visibility with Klarna's playful aesthetic.
Evergreen Work
Evergreen Work
4.1M
engagements across
organic, paid,
and influencer content
487M
impressions delivered
1.3K
pieces of
content published
