About Me


I'm a product designer currently part of the design team at Hasselblad AB in Gothenburg Sweden.

It's been a winding road to get here but there's always been a common thread of creativity and creation.  Making something out of nothing that's the thrill that never stops to excite me.


Right after graduating within Product Design Engineering and Human Product interaction I freelanced for a couple of years.  I shared space with a fellow designer and an architect/furniture designer.  I was also a keen hobby photographer and had framed photos hanging on the office walls. Things took a slightly unexpected turn when people started knocking on the door asking to buy framed prints. A long story short this led to a career in photography where I stayed for a couple of years. Mainly Fine Art, Product and Portraiture photography please have a look at konstfotografen.se


There are many similarities between my photography and design but I missed the kind of creation and challenges that only product development can give.  This stayed in the back of my mind for some time but then the perfect moment came when I was approached by Hasselblad and invited for a unconditional meeting.  I've now been there four years working on their latest camera designs.


I’ve worked with several large projects involved in everything from initial ideation and concept all the way to a finished product ready to be sold on the store shelf.


Please don't hesitate to contact me if you have any questions.


Best /Pontus



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