P. Algede Portfolio
Strategic and Visionary Creative Director with a whole lot of energy and drive to make a Difference.
Broad experience within Brand Strategy, Design and Product Development, Powerful Events and Communications.
Passionate about people, art, design, interior, architecture, nature, contrasts, diversity, authenticity...and more.
A real ace at spotting potential and opportunities to improve and grow!
My name is Pernilla Algede and I am a Swedish Design - and Creative Director with many years of in-house experience as well as working as a consultant for various brands and projects. I am passionate about strategy, vision and storytelling and I absolutely love working with other people and brands that are open to involve heart, intelligence and curiosity in the process. I am at my best when I am able to inspire, engage and improve and I have a broad experience of leading the creative and strategic work of product and brand development, various productions and businesses. I love creating powerful expressions, both visually and with considered words; A solid platform for elevating products and communicating brand values through various channels and media, with strong concepts and engaging stories. My greatest satisfaction is when my involvement results in meaningful and lasting relationships, thriving cultures, inspiration and growth. I am a generalist and strategist with my happy place in the development process, building stuff.
Brand Strategy,
smarteyes
As a consultant, I developed a new brand strategy, making Smarteyes into a design company, with a new formulated business idea; ‘We make great design and professional eyecare affordable’. The work included organisational structure and changes, the implementation of a design process as well as a new product strategy and store concept.
The new strategy and change work made a large impact on the business and has resulted in increased awareness and customers as well as raised perception and experience of the delivery on design and style.
Agency: BBDO
Designer Collaboration,
Efva Attling x smarteyes
In my roles as Creative Director I have over the years been managing several designer collaborations, such as this one with Efva Attling. To me, all great collaborations are built on respect and shared passion for each others brands and products. With focus on a genuine and close relationship I have been part of merging both brands - smarteyes and Efva Attling - into a highly attractive and successful customer offer. This includes all aspects of the development from design and production to photography and TVC. The collaboration and product created as part of it, has become one of the most successful collections within our range, and never have we compromised on creative vision and design.
Agency: BBDO
Photographer: Jimmy Backius
Production Company: Cameralink
Concept Store, Alvhem Lorensberg
As the Creative Director for Alvhem Mäkleri & Interiör I was responsible for the creative planning, briefing and architect pitch of the new combined store and office space at Lorensberg, and the work from start to finish.
The new space has resulted in growth and strengthened the Alvhem brand and presence on the market even further, with a destination for constant inspiration, contact and shopping of interior details.
Architect N Arkitekt, Theo Nordenskiöld.
Carpenter, Henrik Olausson.
Book Cover &
Portrait Photography
Photography and Art Direction for the book cover of 'Andevärldens Röster' - a story told by Camilla and Liselotte known from the Swedish TV show 'Det Okända' (The Unknown).
Concept Store, Smarteyes Kungsgatan (Sthlm)
Working closely with the Store Concept Manager, agencies and the Management Team, we created a fantastic flagship store for Smarteyes, delivering on all promises of brand vision, customer focus and product romance.
Interior concept and Architecture by Plym
Shapement
Eyewear Collection
With the challenge of creating a collection of eyewear frames with attractive, statement design for only 500 sek, I designed the Shapement Collection. Inspired by the post-pandemic strive for bolder and more optimistic visual expressions, I created a range of styles with simplistic design aesthetics, eye-catching shapes and alluring acetate colours, all according to the smarteyes democratic design philosophy of offering great design for everyone.
Alvhem
Brand Development
'Don't be afraid to fall in love'.
During my time as the Creative Director for Alvhem Mäkleri & Interiör, I was responsible for the work of renewing the brand identity. It was important to modernize with care, to keep the heritage and foundation of which the brand is successfully built upon. Working together with Creative Agency, we created a fresh new look across all channels, backed up with beautiful storytelling about homes with history, and space for life.
Timely, we also celebrated Alvhem 10th anniversary in the new store at Södra Vägen.
Agency: Linderoths
Elements Eco-Friendly Eyewear Collection
Within Smarteyes Eco-Friendly collection Elements, using bio-degradable acetate by Italian Mazzuchelli, I designed a statement collection for the style aware and brave.
Storytelling &
Product Communication
When shaping the design process for Smarteyes from scratch, every part of the process was made crucial to ambitiosly create fantastic high quality product. The strategy involved leaving the traditional way of presenting the products, and therefore also formed the development process. The eyewear portfolio was divided into style directions and aspirations, which gave a more lifestyle oriented way of defining the wearer but also the display in-store. Every new collection was created upon a strategic brief including Trend and Market insights, CMF Specifications and a Design story, that would follow the development all the way to the finished product on display. The Style direction, Design Story and Context of the collection was reflected in still life photography, model photography and product communication, giving that added value to the customer experience with high quality design and inspirational storytelling.
Building the fashion profile
During my time at Specsavers, I worked both in the Scandinavian markets and in Asiapac to build the fashion and style-profile. As the PR and Communications Manager for Specsavers Sverige, I built awareness for Specsavers Eyewear and 'value for money profile', as well as the message of wearing glasses as an accessory.
One of my proud achievements is when I combined my budgets for internal communications, PR as well as B2B and together with talented people created a big event at Berns in Stockholm; Glasögongalan.
Specsavers franshise owners, store staff and office staff was invited to a big kick-off dinner and together with invited media and key players in the optical business, we announced the Spectacle wearer of the year on stage followed by a fashion show, couture style, together with Beyond Retro. The event resulted in great coverage in media, both in press and TV, and helped build awareness, excitement and trust, both internally and amongst opticians in the business.
During my time at Specsavers AsiaPac as the Head of Fashion, I worked on enhancing the product offer including designer collaborations with rd carpet designers Collette Dinnigan and Alex Perry including creative commercials to launch with a bang. I also built the product romance and knowledge internally with In the Frame eyewear magazine, workshops and media appearences.
Deco Noir
Real Estate Showcase
To present a 'One of a Kind' 200 Sqm top floor apartment with marble floors and dramatic view over Gothenburg City, we took to unusual measures photographing the space in the dark. Launching the 'not for everyone' home at Kungshöjd the audience was given a teaser with shadowplay and a majestic apartment story in the dark, named as Deco Noir.
The activity was picked up by media and relevant influencers, creating buzz for the brand and for the viewing of course.
Creative Direction for Alvhem, working with photographer Helene Bernstone and Stylist Sarah Widman, in collaboration with Rum21.
CV
Creative Director
Smarteyes International, Gothenburg
2016 - 2024
Creative Director
Alvhem Mäkleri & Interiör , Gothenburg
2014 - 2016
Business Owner
House of Beatniks & Algede Design AB
2013-
Head of Fashion
Specsavers AsiaPac, Melbourne
2009 - 2013
PR & Communications Manager
Specsavers Sweden, Gothenburg
2004 - 2009
Programs
InDesign, Illustrator, Photoshop
MIcrosoft Office
Canva
Education
7 Good Habits...
Leadership program, Franklin & Covey
Graphic Design Cert 4
Shillington College, Melbourne
Internationell Inköpsekonom
& Marknadskommunikation (YH)
VASA Komvux, Göteborg
Konfektionsteknik (YH)
Sömnad & Design
Textilhögskolan, Borås
Languages
Swedish, English
Key experiences / Keywords
Creative Direction; Brand, Concept and Product Development.
Briefing and agency relationship.
Photography, Film and Ad Production.
Event Management.
Graphic Design & Product Design.
Presentations - Live, Digital & TV.
Designer Collaborations.
Interior & Set Design, styling etc.
Consultancy Work & Brand development.
Company Owner
Also...A Business Owner and a Passionate Creator of Art, Interior and Spaces. I strongly believe that my creativity sparks and benefit my work when I can vary my creative outlets. Passion projects at the side gives me new energy and perspectives.
My own brand; a platform for art, design and creative concepts. I have resellers as well as a webshop for my art and photographic prints.
Creating Spaces
To keep things varied and my feet in the interior design sphere, I occasionally take on work helping clients in the process of building and decorating new spaces; their home, their office or any kind of creative space.
My personal style
My home is my constant platform for inspiration, creation and to thrive as a person. I love the process of renovating, decorating and creating a space that glows. My homes have frequently featured in magazines and articles and I love it when I can inspire others.
Gallery
+46 706 704 333 pernilla@algede.se. Gothenburg