Four years across Halebop and Telia, starting inside the Locall growth team, where I put a new identity into production, designed the digital product experience and built the foundations for testing and iteration before scaling the work across Halebop and Telia.
Halebop had a new brand identity on paper, but the question was how to prove it in the real world before rolling it across a much larger customer base.
The main brand was too important to use as the testing ground. Locall offered something better: a live product, active users, its own app and a dedicated growth team—with a potential customer segment of 1.7 million.
It created a rare opportunity to put the new visual language into production, learn quickly and prove what worked before scaling it across the wider brand.
I joined the Locall team from the beginning through Columbia Road, working alongside Growth Hackers Stockholm, engineers, and business leads to turn the new identity into a live product.
The engagement started in Finland, and I spent the following year traveling between Finland and Sweden as the work expanded. What began with Locall grew into a much larger Telia engagement, helping establish Columbia Road's Stockholm office along the way.
Prove It in Production — Embedded in a tight growth team alongside Growth Hackers Stockholm, engineers and business leads, shipping new App Store releases every two weeks.
Build the Growth Model — Established the data tracking and experimentation foundations needed to understand what was working and iterate quickly.
Scale the System — Once the approach was proven on Locall, scaled the visual and digital system across Halebop's web platform, native apps, TV bundles, and nationwide broadband launch.
Extend into Connected Home — Carried the system into Telia's IoT ecosystem, designing interfaces for smart locks, security systems and connected-home services.
Over four years, I moved from Columbia Road's agency team to independent consultant, subcontracting through Futurice, staying close to the work as it expanded from a small growth experiment into a national digital ecosystem.
Put the new identity into production on Locall first, then scaled the system across the wider Halebop ecosystem.
Designed and evolved the web platform and native iOS and Android experiences around growth and conversion.
Designed digital experiences and campaign creative for the nationwide broadband launch and TV bundles with C More.
Extended the visual and interaction system into Telia's connected-home ecosystem, including smart locks, cameras and security services.
The Locall test created a working model for combining brand, product and growth—generating measurable commercial results before the approach was extended across the wider Halebop and Telia ecosystem.
