As Head of Brand, I was responsible for shaping and leading the holistic brand experience at Houdini. My work spanned from defining the overall brand strategy and identity system to guiding the creative in-house team and driving global brand communication across all touchpoints, from physical to digital.

In a highly competitive and fast-evolving outdoor and fashion landscape, the challenge was to articulate what truly set Houdini apart – and translate that into a clear and consistent brand experience. Through strategy, creative direction, and carefully chosen brand partnerships, we built coherence, emotional resonance, and long-term relevance.

As a result, Houdini transformed from a small Nordic brand into a respected global name, recognised for its circular mindset, innovation, and strong community connection at the intersection of outdoor, fashion, and sustainability.