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Embrace iteration, not absolute perfection.

Our team member and digital creative director Greg seems to have a non-stop flow of creativity, not only in his work here at Sköna but also in his culinary pursuit, music, and freelance work. We got to pick his brain a little bit about his experiences and inspiration!

Tell me a little bit about your time here at Skona.

I’ve been at Sköna for quite a few years with a full-time role as a creative director with a digital focus. I’ve helped build the digital side of things by bringing new skills and tools to the team, while also bringing in new talent as we transitioned from a pool of freelancers to moving development in-house.

Who do you look up to in the industry right now and why?

I’m always inspired by and interested in the intersection of creativity, design, and development. I love smart digital shops like Instrument, Ueno, and Code and Theory. They have great approaches to digital design, and I love their aesthetics and the technologies they push. Their level of interaction design is pretty high up there, and they seem to be the ones always pushing the limits of what’s possible in the brand experiences they create.

What do you do outside of work to stay creative?

I always have a multitude of projects going on in my life, which helps me stay on top of my creativity, whether that be freelance, music or cooking. If I could design without limitations, I would design a modern, sustainable housing and living system that was accessible to all incomes and social groups.

How does your creative process look like?

My creative process embraces flexibility. I find creative process to be an ever-changing adaption to whatever the task is. Be nimble, be flexible, be inspired and embrace iteration, not absolute perfection.

What would you say to someone that’s new to the industry?

If you’re new to the industry, I would tell you to ignore the Joneses, keep lean, be fiscally fit, embrace your independence and create your own path. Also, mentoring, generosity and kindness will go much further than any job title or “golden handcuffs” salary; be nice!


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