Art Director Hanna Petersson brings unique touch to packaging

Hanna Petersson is not like other art directors. She is constantly adapting, looking for a new challenge with each new day. Her style is influenced by her Swedish heritage. Scandinavian design is very scaled back, simplistic and focuses on form and function together rather than just putting things into a design solely as decoration. For Petersson, each part of a design must have a purpose, and if it does not, she knows exactly how to give it one. That is what makes her such an outstanding talent, and why she is known internationally for what she does.

At just 23, Petersson has put her artistic touch on some of the world’s largest brands. She has collaborated with many teams, creating imagery and customer engagement for Samsung, Swedish Match, and more. Her artwork captivates, and her individual exhibition at the House of Culture in central Stockholm garnered a lot of attention and earned her quite the fan base. She uses illustrations to tell a story, and uses her talent to help many brands increase sales.

“As an art director, it is incredibly important to research the client and the target audience and to create content based off of this that is rooted in facts and human truths. A design can look amazing, but unless that design is perfectly suited to the client and target audience the design is useless. What I need to make sure is that I always do my homework on whatever project I may work on, that I am passionate about it, and that I make sure that every detail is perfect before going into the physical production of the idea. The art director comes up with an idea and is in charge of directing it all the way from idea to finalized product. It is a great responsibility and a big challenge, but also incredibly rewarding and interesting to work on,” Petersson described.

Having worked with reputable retail agencies like WorkShop and Grey, Petersson also recently worked with AdPlant. With the company, she worked on a variety of projects to create visual development and branding for big companies, which will be released next year.  Although the official projects can’t be mentioned for this reason, Petersson’s work with the company astounded all she worked with.

“Hanna is an excellent creative talent. I’ve had the pleasure of working with Hanna as both an illustrator and a communication creative for AdPlant network. She is a quick, smart person who pays attention to details in her handicraft. She is a warm and kind person who will ‘run that extra mile’ to deliver pitch perfect creative work,” said Marcus Enström, Founder of AdPlant and Lead Creative.

Petersson’s work greatly impressed AdPlant’s client. Despite not yet being released, the project she worked on has already had a lot of success, and the client is looking to have similar projects follow this one. They know it will be a hit, and they want to work with Petersson and AdPlant again after such a successful collaboration. The product category is one of the most sold in Sweden, and the designs Petersson has produced are one of a kind. They will undoubtedly increase sales and attract new customers to try the product. Petersson knew exactly how to please the company and potential customers at the same time, which is quite the challenge for many art directors.

To do this, she first had to identify exactly what was needed. In this case, it was a series of packaging designs with a unique set of illustrations that she would produce. She then needed to create a new set of color combinations to be used that would not only communicate the right feeling, but also easily convey what the product is and what it stands for. According to Petersson, designing a series of new products within the same category means that they must all be similar to each other and feel like a series, but they need to stand out from each other and be the most unique at the same time. Finding that balance takes some time and a lot of work goes into just coming up with an extraordinary amount of different variations and suggestions that then will be used to decide exactly what the finished product should look like. The process took Petersson quite a long time, because the client wanted to make sure that they were a part of the process every step of the way and got their say in the final product. As Petersson is known for her excellent communication skills, this was not a problem, and she knew exactly what they wanted before they even had to say it.

“This was a blast to work on because I really got to improve a design style I had dipped my toes in not too long before. What was also great was that I knew that these designs would be seen by hundreds of thousands of people in their everyday lives and that my work would be one of the main reasons for the success of the products,” said Petersson.

After seeing Petersson’s previous designs, Enström approached the art director knowing she would be a necessity for the success of his upcoming project. Petersson had previously done a project where she designed and sold apparel through her own shop. These designs were unique, and the founder of AdPlant later found the project in an online shop and asked her if she was interested in working on a project using a similar style of design. Despite working on other projects at the time, Petersson said yes to AdPlant. She was immediately interested in working on the project when she heard about it, and wanted to work on a packaging design project that would be a vital part in the sales of a company. She knew she would be able to influence what the design of the product category could look like and innovate the category from what it was at the time.

“It was very nice to hear that a company was interested in my designs and talents and therefore I was very happy to work on the project from the start since I knew that they wanted me specifically and therefore trusted my opinions, which let me have more freedom in my work and to really push the designs further,” said Petersson. “That I got this responsibility was a great honor and it really allowed me to trust more in myself and my skills. Not only was this a great project from an art perspective, but also from a work experience perspective as I got to communicate with a very large, international company and that they got to see my work directly,” she concluded.

Petersson’s advertising experience and her natural artistic talents make her the perfect art director. She will undoubtedly continue bringing success to anything she works on, and is definitely one to watch.

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