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Freja Hedvall — Stockholm, Sweden

“If a pattern is used in a clever way it can be very impactful, a versatile and strong visual element. Sometimes, solely the presence of a pattern will make you recognise and remember where it comes from. On the other hand, some examples of pattern use can almost feel limiting, somewhat predictable and just another static visual element or noise added on top of the identity.”

Freja Hedvall recently moved back to Sweden to accept her “dream job” as a graphic designer with BVD, having worked as a freelance at various studios in Sydney, such as Interbrand and Moon Communication. She believes that “the most effective form of communication is conversation” and that, with a “combination of a strong vision, collaboration and hard work, there are no limits for what design can create”.

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