P. Algede Portfolio
Visionary and Conceptual Creative Director
with energy and drive to make a difference.
Pernilla Algede
I create concept-driven visual worlds where strategy and storytelling shape meaningful growth. Inspired by nature, contrasts and human behaviour, I explore the tension between clarity and emotion, structure and intuition — and translate it into cohesive experiences of design, product, retail, communication and brands.
With extensive in-house and consultancy experience, I lead creative processes from vision to execution, building strong foundations that allow brands to evolve with consistency and purpose. I believe in powerful concepts — not decoration — and in visual systems that carry stories over time.
Sustainability, authenticity and curiosity guide my work. I see potential before it is fully formed — and I thrive in shaping direction, inspiring collaboration and turning ideas into tangible expressions that connect, endure and grow.
Invited to develop a product strategy for Smarteyes, I began at the core. What seemed like a weakness — the absence of well-known brands — revealed a powerful opportunity: full creative ownership.
My pitch: A bigger scope.
By shifting perspective from purchasing to design, I proposed to reposition the company from “value for money fashion” to Affordable Design. I defined a new business idea — “We make Great Design and Professional Eyecare affordable” — and established a design-led process with a small in-house team, aligning product development, brand identity and long-term strategy into one cohesive direction.
The result: high-quality design, democratized and accessible without compromising creativity or aesthetics. Within two years, we saw a significant shift in audience perception — from price-driven retailer to a brand recognized for style and design experience.
Affordable Design
“Don’t
be afraid to fall in Love.”
“Don’t be afraid to fall in love.”
As Creative Director for Alvhem Mäkleri & Interiör, I led the renewal of the brand identity with care and precision — modernising the expression while preserving the heritage and emotional foundation that defined the brand.
Together with a creative agency, we developed a refined visual language and cohesive storytelling across all channels, centred around homes with history and space for life. Beyond communication, I also initiated and led the creative development of a new venture: combining real estate and a curated interior store in a former hardware shop in central Gothenburg.
Collaborating closely with architects, carpenters and partners, we transformed the space into a physical manifestation of the brand — where property, interior and narrative were woven into one holistic experience.
The result: stronger local presence and accessibility, and a flagship-like space that became a destination in itself — deepening relationships and reinforcing Alvhem’s distinct position in the market.
When Great Visions come Together
Throughout my roles as Creative Director, I have led several designer collaborations — among them the long-standing partnership between Smarteyes and Efva Attling.
Built on mutual respect and a shared passion for design, the collaboration merges two distinct identities into one cohesive and highly attractive customer offer.
Efva designs each piece herself and my role has been to guide and support the product development process — from material choices and construction to production, campaign imagery and TVC — ensuring both creative integrity and commercial strength.
A key part of the work has been honouring her brand, name and aesthetic expression with no compromise on her design visions, while aligning the communication seamlessly with Smarteyes’ platform.
The result: one of the most successful collections in the range — and a collaboration that continues to this day, which I still oversee despite new ownership, reflecting its authenticity and long-term value.
CV
Pernilla Algede
Assortment & Activation Specialist
Synoptik Scandinavia, Part of EssilorLuxottica
2025 -
Creative Director
Smarteyes International, Gothenburg
2016 - 2024
Creative Director
Alvhem Mäkleri & Interiör , Gothenburg
2014 - 2016
Business Owner
- Algede Design AB
- House of Beatniks Arts & Concepts
2013-
Head of Fashion
Specsavers AsiaPac, Melbourne
2009 - 2013
PR & Communications Manager
Specsavers Sweden, Gothenburg
2004 - 2009
Programs
Midjourney
Canva
Adobe Creative Suite
(mainly InDesign, Illustrator, Photoshop)
MIcrosoft Office
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
Fluent in Swedish, English
Key experiences / Keywords
Interior Design, Concepts & Renovations
Product Design & Development
Creative Direction
Brand & Concept Development
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
Eyewear Statements
& Creative Design
The 'Deco Noir' Apartment:
'Not for everyone'
For a one-of-a-kind 200 sqm penthouse overlooking Gothenburg, we chose to challenge the conventions of real estate marketing.
Instead of flooding the space with daylight, we photographed it in darkness — using shadowplay and atmosphere to highlight its marble floors, dramatic views and architectural character. Launched under the name 'Deco Noir', the apartment was introduced as “not for everyone” — positioning it as a statement rather than a listing.
The concept transformed a traditional property presentation into a cinematic brand moment. It generated media attention and engagement from relevant influencers, creating buzz both for the viewing and for the brand.
Creative Direction for Alvhem, in collaboration with photographer Helene Bernstone, stylist Sarah Widman and Rum21. (2016)
+46 706 704 333 pernilla@algede.se. Gothenburg