A collaborative project to identify, explore and document the Creative Industry within Gothenburg, Sweden. 

Three key factors were identified: location, resources and people. Those aspects are important to everyone – businesses, city council and inhabitants. Out of this analysis "Creative Diagnostics", an interactive service evolving around a threefold toolkit was designed.

The toolkit is provided in three different ways of visualising combined and specified data sources. One as information graphics, two as a social network visualisation and three as a geographical map.

These three types of visualising information can be combined or stand by their own. They should be interactive and open up a possibility for illustrating a development over time as well. These toolkits can then be used for further interpretation and analysis. The toolkits are accessible via the Creative Diagnostics user interface. This user interface is first and foremost designed to extract information from the provided data sources, combining data sets according to personal requirements and visualising it through the toolkit.

Basically the service is developed to:
- spot opportunities
- analyse resources
- do prognostic forecasting
- provide a location overview
- discover collaboration possibilities
- find out about business networks


Business development and corporate design of a Austrian start-up.

For the Austrian start-up I developed a holistic business design. The whole business & design cycle was completed, the business idea was looked at from different perspectives together with the client to squeeze out the essence of all the thoughts that have been invested and the company started successfully in its first year. My work involved name giving, developing a brand identity including key values and a company vision, figuring out market positioning and target group, coming up with a competitive and realistic business offer, creating a business plan and business model with the help of service design tools, visualising incentives and additional features, generating a transmedia-marketing strategy and of course designing an extensive corporate identity. All of this work was developed with a user-centred (designing together with the end user), co-creational (including the business owner in the process) design process (testing and improving each aspect together with my team) in mind.


The defined vision for this project was to implement a new relevant content offer for „Universeum“ (Sweden‘s biggest Science Center) by establishing a regional Entrepreneurial Learning Center.

After finalising the brief we realised that is it going to be very important to analyse Universeum’s organisational structure and brand communication first. Only when we understand Universeum as a company and a brand fully, and know how it is seen in public and within the company, we would be able to develop a good design concept for floor7. Therefore, the approach was to critically explore Universeum’s marketing and branding, mainly through research, comparisons, observations and interviews.

Furthermore, we wanted to look at the project from a holistic Business&Design perspective, since we are not only interior designers alone but can enrich this project with much more than just a design concept. This Business&Design perspective contains amongst many other things a thorough investigation and the generation of possible future developments of the business model to identify Universeum’s potential. With the help of design thinking methods and idea generation techniques this can be achieved.


We were asked to develop a design-driven strategy for an organization addressing the challenge of involving citizens in the development of Gothenburg, Sweden. The strategy should include the identification of a specific local challenge to be addressed (e.g. reporting crimes or sanitation issues, community information, agenda-setting…), the use of mobility (e.g. mobile devices, location-based services…) and the developing of a design using service design methods.

Alongside fulfilling the task it was exceptionally important for us to discover a real life problem and designing a service that can be actually implemented. Therefore, we tried to establish a network of partners and included many actors into our project. Furthermore it was crucial for us to create a service that helps the citizens of Gothenburg and can be approached without any technical barrier. The service should be inclusive and co-creative.

VISION: «The Elsa&Wilmer project is a determined idea that aims to close the gap between generations and improves the quality of life on a social level.»

MISSION: «The Elsa&Wilmer project stimulates communication between generations and positively influences social behaviour. Through co-creational workshops we will create tools for inter-generational interaction.»