Hi, Torbjörn here — a
Designer.
For over a decade I’ve worked across
editorial design,
brand
and
digital product,
sometimes closer to strategy, sometimes closer to the craft. Based in Gothenburg.
About Me
Hi, Torbjörn here. A designer based in Gothenburg.
These days I lead product at Lokalguiden. The job is mostly backlogs, sprints, and coordination rather than design — but I still think like a designer, and that shapes most of what's on this site. Over time the work has shifted from drawing screens to deciding which screens get drawn.
I also write about design, and try to make sense of how the work is changing.
Mostly about how it works in practice — tools, processes, the craft around it. Lately I've written The Spec Was Never the Point, The Grid, Inherited and The Page Unprinted.
Get in touch if any of this is interesting.
What I've been up to
Work
2025 –
Present
Product Owner & Art Director, Lokalguiden
• Owns and prioritizes product backlog for lokalguiden.se
• Leads development team in 2-week sprints (Scrum)
• Writes user stories and requirement specifications
• Drives traffic growth and revenue through data-driven decisions
• Maintains design system and visual identity
2016 – 2024
Art Director, Lokalguiden
• Brand identity, print, and web design
• Led rebranding of Lokalguiden (2020) including new logo, guidelines,
magazine, and website
• Created brand identities for sub-brands: Fastighetsgalan and Nylokal
• Redesigned admin interface (structure & UI/UX)
• Evolved role towards digital product design, UI/UX, and analytics
2014 – 2016
Freelance Designer
2013
Internship Mecka, Borås
Skills & Tools
Product Management: Backlog prioritization, User stories,
Sprint planning, Scrum, Stakeholder management, Analytics (traffic &
conversion)
Design: UI/UX design, Design systems, Brand identity,
Wireframing, Prototyping
Tools: Figma, Adobe Creative Suite, Analytics platforms,
Jira/project management tools
Selected clients
Zentropa Sweden / Göteborgs Stad / Mecka / Forsify / Vårdporten / I-Racket AB
Education
2014 – 2016
Master of Fine Arts in Design, Academy of Design and Crafts, HDK
2014 – 2016
Bachelor of Fine Arts in Design, Academy of Design and Crafts, HDK
Exhibitions
2015
Fotobok Gbg 15 – A-venue, Göteborg
Exhibiting the Exhibition 2.0 – The Space, Göteborg
2014
HDK14 – Graduation Show HDK, Göteborg
2013
Framtidens Mässa – Svenska Mässan, Göteborg
2012
Svart Vit – Bildkällaren, Falköping
2011
Konstnatten – Turbinhusön, Tidaholm
Scholarships
2016
Wilhelm & Martina Lundgrens Understödsfond / Theodor och Hanne Mannheimers
fonden / Göteborgs Slöjdförenings Projektstipendie / Adlerbertska
Premiestiftelsen
2015
Estrid Ericsons Stiftelse / Adlerbertska Premiestiftelsen / Helge Ax:son
Johnsons Stiftelse
2014
Adlerbertska Premiestiftelsen
Get in Touch
Torbjörn Hedberg
hi@tor-bjorn.com