Novels are also a great inspiration. You'd be amazed how much you can find in a good crime novel.

  Please give us a brief bio of yourself.

I'm 33 years old and work as Web Director at advertising agency Forsman & Bodenfors in Gothenburg, Sweden.

I started out 8 years ago as a freelance designer and was soon head hunted by a web agency in Gothenburg.

After two years there I started at Forsman & Bodenfors where I've been since 2000.

I work mainly with Volvo Cars and IKE

  What do you do for inspiration?

I watch a lot of movies and advertising. Novels are also a great inspiration. You'd be amazed how much you can find in a good crime novel.

Communication is about telling a story and finding a structure to tell it in an interesting way.

But my main inspiration are all my co-workers. What is created by a collective of creative minds is quite hard to beat.

  Please list 3 of your favourite sites.

I really like the stunning craftsmanship of Comcastic. It's really beautifully executed.

BBDO's website. A great way for a network to display their work in an unexpected way.

Third, and this might sound a bit ingratiating, thefwa.com is a great daily bookmark to keep track of what's happening out there.

  What do you regard as being your biggest achievement?

I think that would be what we've done for Volvo Cars starting with the launch campaign for Volvo XC90 which won Grand Prix in Cannes Lions.

I think that campaign was a major change for how global brands use Internet in their media mix. All traditional media had one sole purpose, to point to the XC90 website which was the only place where you could actually see the new car.

After that we've also made the launch sites for Volvo S40 (The Inside Story) Volvo V50 (Have fun) and the brand site Heart of Volvo.

More recently the websites we have made for IKEA have been a great achievement.

The first Dream Kitchen site we made had over 1.000.000 hits in three months. Not bad for a country of 9.000.000.

What's even better is that the sales went up so much that IKEA decided to put the budget of two TV-Commercials and put it into the production of a second Dream Kitchen site.

Last but not least, the work we've done for clothing retail chain JC. Just the other day we found out that the web site The Store that we made for them was the 4th most awarded web site in the world.

  What projects do you have in the pipeline?

Right now we're working on the launch site for the all new Volvo S80. Some great work for IKEA is also in the pipeline. And one account I can't tell you about for the momet. But I'll keep you posted.

  Who do you rate as being the top 3 design companies?

I really like the stuff that Daddy does.

Barbarian Group is also very consistent and make websites that has great production value.

And last but not least, Kokokaka, our partner of many years has an amazing ability to lift our work to an even higher level.

  What effect on traffic do your new designs have?

We always produce designs as a direct consequence of the message. In that way the designs become relevant.

Our designs are often quite warm and humoristic but also very stylish and made with great craftsmanship. We also try to do things that don't look like your typical website. That gives a kind of personality to the site. I think people like that.

  Who is your target audience?

Well, anyone that is our client's clients.

  What area of web design lacks the most?

I don't think that the web design itself lacks anything. What's missing is often (sadly) an idea.

Design for design's sake is seldom interesting or sympathetic. In most cases it depends on the material you work with.

With the wrong material you are forced to cover up with flash effects and designs that don't get the job done.

  What did your very first site look like? Is it still online?

It was a fan site for trip-hop band Massive Attack. It's not online. Thank God!

  Have you written any books, if not do you plan to?

Right now I haven't any plans on writing any books. All the work and my 2 year old son are quite enough for the moment ;-)

  Do you think Flash is here to stay?

Yes, absolutely.

  What are your views on design/graphic school. Do you think someone can get into the field without educational experience in a school environment?

I think that the schools provide all the skills necessary for the students to become good producers. But what they lack is the communicative skills.

To be successful you need to know how to work creatively, to be able to find the strong ideas so that you don't have to compensate by endless flash animations that's only there because you know how to make them.

And it would be great if schools stopped regarding Internet as a new media. It's just another channel with the same creative rules as any other media. The only difference is the execution.

I definitely think that you can get into the field without having a education in the field. Our Creative Director is good example. He's an economist and is one of Sweden's most awarded creatives.

  Any parting shots or pearls of wisdom?

Everything is a benefit.

  It's been a privilege, thanks very much.

Thank you! Keep up the good work!

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