My name is Emilie Thulin.

I help founders and brand owners bring clarity to what often feels abstract and turn it into a brand identity that holds.

My work lives at the intersection of strategy and design – not as two separate disciplines – but as one continuous process. Because a brand is not something you decorate, it is something you create.

With roots in Scandinavian minimalism, formal training from École des Beaux-Arts (Paris) and Forsbergs Skola (Stockholm) and over 18 years of professional experience, I have worked both in-house and agency-side as well as a consultant with brands across different industries, markets and complexities. My work has been nominated for the Swedish Design Prize as well as the Publishing Prize, in the printed matter category.

From global corporations to cultural institutions and founder-led brands. What all of them had in common was not a just need for ‘’design’’. They needed clarity, direction and a structure that would last. That is what led me to develop my method, The Brand Identity Atelier. A way of working where every decision is intentional. Where strategy is not something you just talk about, but something you build from. And where the visual identity is the obvious result of that clarity.

I believe in consistency over trends. And long-term thinking over quick fixes. Not because it sounds good, but because it works.

If you are here, you are likely not looking for something loud. You are looking for something that feels right. Something that holds and something you can grow with. That is what I create.