Torbjörn Hedberg
Gökevägen 14
422 43 Hisings Backa
hi@tor-bjorn.com
+46 (0) 702 - 56 20 90
CV
What I've been up to
Work
2025 – Present
Product Owner & Art Director
Lokalguiden
- Owns and prioritizes the product backlog for lokalguiden.se
- Designs and specs new flows and interfaces — from idea to user stories
- Leads the development team in two-week sprints (Scrum)
- Drives traffic and revenue growth through data-driven decisions
- Owns the design system and visual identity
2016 – 2024
Art Director
Lokalguiden
- Brand identity, print, and web design
- Led the rebrand of Lokalguiden (2020) — new logo, guidelines, magazine, and website
- Built Lokalguiden's design system — design tokens, UI kit, and grid
- Created brand identities for sub-brands: Fastighetsgalan and Nylokal
- Restructured and redesigned key parts of the product (IA & UI/UX)
2014 – Present
Freelance / own studio
2013
Internship
Mecka, Borås
Overview
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 · GA4 & Data Studio · Notion (built a custom project & issue-tracking system)
Close to the code
GitHub & GitLab · Cloudflare · Google Search Console · API integrations · AI-assisted development (LLMs, MCP)
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
2011 – 2014
Bachelor of Fine Arts in Design, Academy of Design and Crafts, HDK
Freelance
2024
Hydroware / Lumberyard
UI/UX design for web application
2022
Vårdporten
UI/UX design for web application
2020
I-Racket
UI/UX design for mobile application
2018
Metro
Freelance photographer
2017
Cycling Films Ltd.
Web design for the documentary Time Trial
2016
Zentropa Sweden
Visual identity and animation for SVT series Hashtag
2015
Göteborgs Stad
Visual identity for Gothenburg City Triennial
Carnea
Visualization project
Forsify
UI/UX design, Snörapporten
2014
Mecka Reklambyrå
Illustration project
Non-profit
2015 – 2016
Utblick, Utrikespolitiska föreningen, Göteborg
Graphic designer for magazine
2012
Hemma-borta-hem, Frölunda kulturhus
Graphic designer, film production
Languages
Swedish
Fluent, spoken and written
English
Fluent, spoken and written
German
Moderate, spoken and written
Software
Figma · Adobe Creative Suite (Photoshop, Illustrator, InDesign, Lightroom, Premiere Pro, After Effects) · GA4 & Data Studio · Office & Keynote
Programming
HTML and CSS, basic JavaScript
Selected experience
Statistics and data
I have extensive experience visualizing data, most recently with Data Studio and GA4, including various API integrations.
Email and campaigns
I have worked extensively with Mailchimp, building templates, automations (Journeys), and custom solutions using merge tags.
Project planning and issue tracking
I led the development of a project planning and issue tracking tool in Notion, including building an API system to receive and respond to external customer inquiries directly in the tool.
Marketing campaigns
I have developed and managed marketing campaigns for platforms including Google Ads, LinkedIn, and Meta.
Photo and video
I have a personal interest in photography and video, both capturing material and post-production. I have also applied these skills professionally on multiple occasions, including galas, trade shows, and reportage.
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