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I am a driven and passionate Senior Designer with experience in multiple design fields ranging from print design, branding & identity to my expertise in digital design and design systems, where I have consulted with international brands such as Hennes & Mauritz, Cheap Monday and Hertz.

Design for me is about solving complex problems based on the understanding of business goals, technological possibilities and the needs and motivations of the users. Great design is purposeful and useful, it accomplishes the desired objectives, it removes clutter and unnecessary information, it has a cohesive look & feel across channels and it communicates the core brand values, something I always strive for in my work.

I have expertise in creating unified design systems that sets the foundation for a cohesive user experience across digital channels which I believe is a key factor for brands to succeed to scale in the digital landscape. I have been advising organisations about strategic principles and best practices in shifting towards a design system driven work process using modern design tools to streamline the work process and boost productivity.

During my free time I love to travel, shoot fine art photography and create cinematic videos. My work can be viewed in Instagram and Youtube.

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CV

Cartina
Design Director, Consultant
May 2020 – Present

H&M
Digital Brand Designer
Agency, Brand Development
Jun 2016 – Dec 2022

Worked with the visual design of the UI-framework for hm.com and Android and iOS Apps for H&M.

Created new digital expressions for the H&M brand together with Identity team and an external agency. Including, store concept, new brand colours, typography and communication. also worked closely with company management executives to design Town Hall presentations to communicate new brand strategies.

Participated in the design process of New Brand Typefaces for H&M to be used both digitally, print, Store and Out Of Home (OOH) together with typeface company Monotype and agency Open Studio.

Collaborated with product teams and added UI-expertise in these. Resulting in new products, close collaboration with the product teams. Designing new features for hm.com together with IT-, UX- and Frontend teams. Me and my team was responsible for maintaining the visual identity for HM digital channels. Also quality assuring these.

Designed an APP for the campaign between KENZO and H&M to promote the collection in Social media and messaging, for iOS it was a Emoji keyboard, for Android it was an APP where users could share emojis stickers with each other and on social media.

Developed a design system/component library for hm.com because there was a need to have a cohesive structure/framework for UI-components and overall look and feel. It was loosely based on Atomic Design so that it could be easy to scale and develop new features and easy to share with designers and developers across the organisation, and deliver assets to third party companies.

As I have been working with Jimmy on several projects and in the same team I have realised what a great colleague and friend he is. Jimmy is great in pinpointing the projects objectives and coming up with a great solution, every time, and doing it with the end user in focus. He has a very diplomatic approach and friendly attitude, making everyone feel secure in the chosen way of doing things. Working with Jimmy makes me feel at ease, I know that I always can count on his great coaching skills and together solve that impossible thing that I have been working on all day.

Jimmy is a very creative person and is a master at user interfaces, at the same time as equal of a master in creating beautiful moving art and stunning visuals with his way of capturing the world through the lens of a camera.

I value Jimmy both in the office and as a great human being that bring insights and joy to everyone around him.

Marcus Adriansson, UI & Digital Brand Designer
H&M

Marketing, Visual design, Product Design, Brand identity, Typeface design, Design System, iOS Design, Android Design, Art Direction, Atomic design, Concept Design, Workshops, Presentation, QA, Sketch app, Abstract, Figma

H&M
Digital Designer
IT Sales Online & Marketing
Oct 2013 – May 2016

Worked in a agile development team and was responsible for visual and UX design and founder of a UI component library. The project objectives was to implement a new Content Management System (CMS) and develop new features to hm.com and the result was a high performance system for both end-users (customers and visitors) and editors (H&M employees). My work enhanced the experience of hm.com for end-users and a better workflow for editors, which increased productivity, improved the brand perception and the total Online sales.

Marketing, IT, Digital design, Frontend development, Design System, Pattern Library, HTML5 CSS, NodeJS, NPM, LESS, SASS

Hertz
Digital Designer
Hertz Hiker App
Jan 2015 – Jan 2015

Hertz Hiker App is a mobile application that Hertz staff uses to manage their rental car fleet in a more efficient way. I created visual design based on the company’s brand identity and enhanced the user experience by making the app more user friendly.

Visual design, Concept Design

Cheap Monday
Digital Designer
May 2013 – Aug 2013

Designed the responsive e-commerce website for Cheap Monday. Responsibilities included creating concept and expression together with the Art Director, visual and interaction design for mobile and desktop touch points. I helped the business with QA design reviews close to launch, campaign creation and setting up live streams for fashion shows. Case Study

“Jimmy is not only very fast and reliable in his design, but during the course of the project has always been one step ahead and delivered creative solutions for various parts of the future webshop, which we have been able to approve straight away. This, and Jimmy’s positive and solution-oriented attitude, have made working with him a real pleasure.“

Devi Brunson, Digital projects and Social Media
Cheap Monday

E-commerce, Campaign, Concept Design, Art Direction, Digital design, QA

H&M
Digital Designer
IT Sales Online & Marketing
May 2011 – Apr 2013

Digital design for H&Ms Corporate and Career websites.

Created Visual- and interaction design, Design guidelines, Responsive retrofitting, pre-study Responsive design (desktop site), Frontend development.

Jimmy is a skilled designer with a very keen eye for web development. He has a solid understanding of how to design modern internet solutions, wether it’s a responsive site or a more traditional desktop web solution.

I found Jimmys profound knowledge of the actual HTML and CSS code that would realize his design a highly valuable asset. These skills made his design very accurate and very seldom we had to change any design due to technical limitations.

Jimmy has an updated knowledge of what is required to serve web content to the plethora of devices used today, be it smartphones, tablets or more traditional devices. And I’m confident he will keep updating that knowledge to adjust to any future device that may become successful amongst the internet users.

Jonas Myrenås, Front-end developer
H&M

Jimmy is one of those digital designers I love to work with. I had the pleasure being his Project Manager in a major project for a global retail company with many challenges that really tested his ability. He got extensive design skills which he combines with solid knowledge of front end coding. This makes him a priceless asset to every digital production team. I can highly recommend Jimmy and looking forward to work with him again.

Daniel Yttergren, Project Manager
H&M

Digital design, Interaction design, Frontend development, HTML5 CSS

More information on request.