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Cecilia af Petersens of Nord DDB Stockholm on Challenging the Status Quo
And work for New Vision, Matthias Dahlgren and Vattenfall
With over 25 years of experience, Cecilia serves as design director and partner at Nord ID & Nord DDB in Stockholm. She has developed brand identities for Skanska, Eton, H&M, McDonald’s, Verifone and more. She also has a deep passion for photography, fashion, music and art, and leads the Look/Art offering at Nord ID.
We spent two minutes with Cecilia to learn more about her background, her creative inspirations and recent work she’s admired.
Cecilia, tell us …
Where you grew up and where you live now.
I grew up in Saltsjöbaden, a suburb of Stockholm, then moved to the city, where I lived until six years ago, when I moved back to my roots.
How you first realized you were creative.
As soon as I could hold a pencil, I drew all the time. My parents once told me: We were traveling by train and had forgotten the deck of cards at home. I had my pencils, paper and scissors. So, I made a deck of cards for us to use.
A person you idolized creatively early on.
David Bowie. I am fascinated by his creativity, music and aesthetic. He looked at music conceptually, creating personas and visual worlds. That made his music bigger and better.
A moment from high school or college that changed your life.
When I studied abroad and met people from other countries, realizing that the world was bigger than Saltsjöbaden. Also, my years at Beckmans College of Design, meeting people with the same passions and interests as mine.
A visual artist or band/musician you admire.
Andy Warhol. Not just for his art, but his way of thinking outside the box. Björk: an amazing artist with many talents. I see her as a brilliant art director.
I admire creative people who go their own way and challenge the status quo, like Hilma af Klint and Vivienne Westwood.
A book, movie, TV show or podcast you recently found inspiring
William Kentridge’s show Sibyl at the theater Dramaten in Stockholm. An experience touching on film, music, art and performance.
One of your favorite creative projects you’ve ever worked on.
The visual identity for New Vision. Also, illustrations for Mattias Dahlgren Restaurant.
A recent project you’re proud of.
Campaigns for the Swedish energy company Vattenfall, covering the full-brand experience. I love to work with brand identities that make a difference, disrupting category thinking and creating something new and unexpected.
Someone else’s work that inspired you years ago.
Someone else’s work you admired lately.
Ingegerd Råman, a designer and my mother-in-law. I love her philosophy: “My work is a link between simplicity, function and aesthetic values”
Your main strength as a creative person.
Stubbornness. Everything can always be better.
Your biggest weakness.
Stubbornness. Everything can always be better. Also, I can easily lose myself in things, making it hard to let go and unwind. I recently took up pottery, to help me focus on one thing.
A mentor who helped you navigate the industry.
Many of my teachers at Beckmans College as well as colleagues have inspired and guided me. Also, I recently got a private session in pottery-making with Ingegerd Råman.
How you’re paying it forward with the next generation of creatives.
By listening and trying to lead by example. By encouraging them to do what they believe in and standing up for themselves.
What you’d be doing if you weren’t in advertising.
Standing with a camera, pencil or paint brush in hand.
2 Minutes With is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, please get in touch.
