St Eriksplan 3
113 21 Stockholm
Sweden
The Volvo Ocean Race is one of the most gruelling challenges in sport. But public perception had started to drift into the technical, the niche, and the elitist. The brand needed to open up, to connect with a wider audience — especially non-sailors — without alienating the core sailing community or sponsors.
We introduced The Human Edition — a concept focused on the personal, emotional and poetic aspects of the race. Not just the boats and the competition, but the humans on board: their struggles, dreams, teamwork, exhaustion and joy.
My role was to define the brand strategy, create the central communication platform, and creatively lead its implementation across all channels. I worked closely with Knut Frostad and the Volvo Ocean Race team to ensure that every image, story, video and post carried the same voice: honest, alive, and deeply human.
