• Kajsa Sagebrand

INTERVIEW: Louise Lundberg, Creative Director, and Editor at FORNI.SE

Name: Louise Lundberg

Profession: Creative director and editor at FORNI.se

Location: Stockholm

Louise, for those who don’t know you, can you please describe yourself with 3 sentences.

According to a test I took in Huffington Post I am what they call ”A Creative Type”. I am a self-taught front-end developer who wanted to be able to implement her design ideas. And I’m expecting my first child!

Explain your perfect morning!

Waking up early by myself, heading out for a long powerwalk lip-syncing to my ”Best of musicals” playlist and then having either a smoothie or pancakes. Honestly, I’m not too fussed what my morning looks like as long as I’ve got time and don’t need to rush. I LOVE mornings and starting the day off early.

When you have an hour for yourself, what do you prioritize to do?

Depends on the day, either I head out for a walk outside to get some nature in - or I watch an episode of Gossip Girl for the seventh time. 

What is your all-time favorite song?

I don’t have a specific song, but I do have a list in my notes app with songs that contains some type of melody that makes my heart skip:

- Colorful - P!ATD

- Dante's Creek - THEY. 

- Fallout - Marianas Trench

- Masterpiece Theatre II - Marianas Trench

- George Salazar - Michael in the bathroom

What would you say to your 18-year-old self?

You’re doing exactly the right thing, planning your move to London and embark on whatever is ahead! Oh, and also— you’re so much better than him.

In the description of you at Forni does it say ”Louise is the creative director for everything that is happening at Forni and is the offices ”all-doer”. She has learned everything online and has because of that decided that she is an expert within her subjects: design, coding, beauty, and fitness.”

Tell us more about the design and coding part! Have you been studying or thought yourself online?

I first tried out coding on the social platform Lunarstorm when I was 12, very basic HTML but I loved the idea that a language could create form. When I got to high school I started a blog, like everybody else, and ended up redesigning the blog more than actually writing in it. I kept designing blogs for my friends to expand my skills and eventually I tried actual websites. My learning curve (still active, btw) is all about trial, error och Google. I’m really good at finding the right information and questions on Google, to manipulate and try out new codes.

When being in the process of studying, trying different jobs and positions we feel that it’s interesting to learn about other people's career paths.

Let’s go back before you worked at Forni! When doing some research could I find that you have been working at Gant and at Apple, what role were you working there, and how come that you started to work at Forni?

Yes, I started working for Apple on the sales floor when I moved to London after graduation. After a few months, I started working primarily with visual merchandising in stores, which then led to a mentorship where I traveled all over the world, opening new stores and training new teams all things retail, visual merchandising, and how it’s all connected. Before leaving Apple to move back to Sweden I also worked at the head office in London with project management within visual merchandising and store openings. Honestly the best school I could have ever attended. 

Moving back to Sweden I worked as a project manager at an event agency for a while, but was too soon experiencing exhaustion. I left that job and started freelancing instead. I’ve always kept up with my design and coding on the side since high school, so it was fairly easy for me to just shift focus to that creative part of me. Harder was finding clients but it worked out! 

After almost a year as a freelancer I really missed working for a company, so I applied for a job as a Digital Designer at GANT. It was perfect, because I’d get to use both my design and coding skills in the same role. I was there for almost two years before Michaela Forni asked me out for breakfast and basically wondering if I wanted to come work with her instead. We started discussing what now is FORNI and I was so excited about the idea of using ALL of my creative outlets (design, code, strategy, brand building, content creation) that we signed the papers 12 hours later.

We believe that being creative is the best part of social media platforms and the possibility to create, get inspired, and inspire.

We love and find a lot of daily inspiration by going into Forni, tell us more about the creative part, how do you find inspiration for writing articles and staying up to trends and what’s new?

It’s a combination of things. I Pinterest a lot to find inspiration, we look to see what people are talking about in social media and a lot of what people are googling. Using an SEO implemented strategy has been really great for us since we look at what people are actually looking for. Beyond that - we simply create content we ourselves would like to read. Most of the time, ideas of articles come up during conversations at the office. 

We are both in our early twenties, and we have changed our mind hundred of times of where we want to live, study, and work with and we feel that we are in the process of getting to know ourselves but also trying new things.

What were you doing in your early twenties? What was your vision with your career, what were you dreaming about?

As I mentioned, I was at Apple and in London. I didn’t really know what I wanted to do later on, but I loved exploring it. I’d say that the early 20s for me was more about realizing who I was in work situations. It was during this time I realized I loved taking care of a team, training others do learn new things, and finding creative solutions to problems. I’m so grateful for my time in London, I don’t think I would’ve been as independent and confident in myself as I am today.

To change your mind, and that your plan might change on the way, do we believe is important but of course challenging.

Do you have the same vision today and what are you dreaming about career-wise and personally now?

I’ve always known I wanted to do something creative, whatever that would mean. At the time, it was within retail communications while today I really enjoy content creation and strategies. But it’s all just the same really, creative communication can transform in so many different ways throughout life and I think that’s what I’m sticking to.

Working with something creative is giving but also challenging.

What is the hardest part of working within being creative and what’s the best part?

The hardest part is keeping the fun, I think that goes for all creative jobs. They often start out as a hobby which suddenly has needs and deadlines - something that can kill the actual creativity. That’s why I love the ability to work on different projects. It keeps it fun, I am constantly learning new things and it keeps me on my toes.

The constant scrolling on the phone and always being connected and up to date is now everyday life for most of us.

Since you are working within the creative process and online marketing, what’s your take on influencer marketing and how do you think it affects society and young adults?

I’m usually on the ”glass half full” side of this conversation. I am very aware of the effects SoMe can have on our mind and self-worth, especially at a young age (and we should all be aware of this to ensure we feel our bests at all times), but there are too many positives outweighing the negative. We live in a time where anyone with an Internet connection can build something for themselves - and I think that’s pretty fantastic.

NIKA is a new concept that we recently started and we are now in the learning and forming stage.

What’s your best tip when you want to work within social media and marketing but don’t know how to start?

Be observant, what are others doing that is working? What can you try? Try new things and track the results. Listen and talk to the audience, they are the ones that should form the stage. And have fun with it! It’s such a new market and it changes all the time, which means that anyone can become an expert as long as you have the interest!

Thank you, Louise! Find out more about Louise and Forni here!

@lundberglouise @forni