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.
Recent writing
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 Acadamy of Design and Crafts, HDK
2014 – 2016
Bachelor of Fine Arts in Design Acadamy of Design and Crafts, HDK
Exhibitions
2015
Fotobok Gbg 15 (Gothenburg Photobook Festival) – 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
Scholarship
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