Wême Studio
Creative Director and
on-set Art Director
MATHILDA LJUNGBERG
Brand Strategy / Social Media / Creative Direction
CREATIVE DIRECTION
IN-HOUSE GLOBAL CREATIVE | SACHAJUAN
THE CHALLANGE
As I stepped in as Social Media Manager at SACHAJUAN in 2022, the brand identity felt dated and disconnected from consumers, resulting in stagnant digital engagement. The brand was positioned as premium haircare, but the visuals did not match the high product technology, innovation and premium price- point.
THE PIVOT
I saw an opportunity to build the channels around content the brand could own, scale and continuously improve. My vision was to strengthening the premium brand positioning, highlighting the product
innovation and core philosophy of SACHAJUAN in a contemporary way. I pitched a visual re-brand to the founder and CEO that re:positioned the brand from ‘Simplified Haircare’ to ‘Algae Bioscience Haircare’. I successfully secured buy-in, took ownership of the global visual identity and implemented the new creative strategy, translating brand strategy, positioning and ambition into a coherent visual world across EMEA, North America and APAC. To regain control over visual identity and coherent brand communication, I moved the creative function from externally led content productions towards an in-house production model. I developed channel specific content strategies across social media, e-commerce, PR, retail and events, while establishing clearer direction, workflows and publishing structure.
THE SOLUTION
The new creative framework became a foundation for a broader global visual rebrand and a new way of working across the business, delivering platform-native creative within a premium brand world.
As a result of my initiative and understanding of the brand, I was promoted to Creative Content Manager, working alongside the Founder and CEO to lead and transform the visual creative direction globally.
HIGH-IMPACT CREATIVE EXECUTION
I decreased production costs by 66% while asset-generation efficiency increased by 10x, enabling high volume production with improved quality output. The creative strategy transformed SACHAJUAN’s social channels from a low-activity function into a commercially significant organic growth platform.
Creative Direction / Concept / Moodboard / Brief / Production / Edit and Grade / Development / Commercial Strategy / Team Management / On-Set Art Direction / Post-production / Reviewing (selection, lighting, colour, framing, sound, grade, retouching) / Delivery
BEFORE
AFTER
EDITORIAL IMAGERY & PRODUCT CAMPAIGN DEVELOPMENT
HAIR BONDING BOOSTER
Creative Directed the campaign from product innovation to visual storytelling. For the Hair Bonding Booster launch, I translated the product's scientific and technical proposition into a premium visual world inspired by laboratory environments. The concept used light, sound, texture, composition and movement to communicate innovation while retaining SACHAJUAN's refined aesthetic.
Concept / Moodboard / Brief / Production / Creative Direction / Reviewing (film selection, lighting, colour, framing, sound, grade, SFX) / Delivery
GROOMING
Using materiality and form to communicate product performance. For the grooming relaunch, I developed a clean visual direction focused on the materiality of the packaging, product differentiation and the relationship between shape and performance.
Concept / Moodboard / Brief / Production / Creative Direction / Image Reviewing: Lighting, colour, framing, sound, grade, retouching / Delivery
DIRECTION – VIDEO & SOCIALS
FROM 265 TO 70K AVERAGE VIEWS
THE CHALLANGE
As the new creative strategy improved premium brand recognition across web, retail and b2b markets, the editorial still imagery and product campaigns was not generated for social media platforms.
THE PIVOT
The goal was to be platform-native, moving away from traditional, product-focused content toward an organic, consumer-first program, utilizing social media trends and UGC format styles without compromising brand equity.
THE SOLUTION
I developed a repeatable hairstyling content framework designed to combine TikTok-native storytelling inspired by GRWM and hairstyling tutorial trends with SACHAJUAN's premium visual identity. The content balanced education, transformations, and trend behavior while maintaining a highly recognizable, editorial brand world. I designed an operational framework to script, prep, and batch-shoot several months worth of editorial content in a single day. I planned the full production - from building a production team, localising studio, renting lighting and equipment, scouting models and coordinating product delivery to set, to art directing the shoot on set in London.
BUSINESS IMPACT
While previous editorial brand productions cost upwards of 300K SEK for just 3 videos and 10 images, this delivered 40+ premium assets for just 100K SEK, slashing production costs by 66% while increasing asset-generation efficiency by over 10x.
The Creative Concept scaled average organic views from an average of 265 to 70,000 views per video, with peak videos hitting 350K views at a 6% engagement rate.
Concept / Creative Direction / Project Lead / Video Production / Model Casting / Styling / Lightning / Music and Sound / Editing and Grade
FILM DIRECTION & CREATIVE BRAND STORYTELLING
SACHAJUAN PRESENTS
Discover the full episodes at SACHAJUAN’s Instagram.
THE VISION
In 2022, I identified an opportunity to introduce a more human and culturally relevant layer to SACHAJUAN's social storytelling. I developed SACHAJUAN Presents, a mini-documentary series filmed across London and Paris featuring four different artists and creatives. Rather than centring the product, the series connected individual stories of creativity, craftsmanship and self-expression to the brand's heritage and point of view.
THE SCOPE
With a limited budget, I led Creative Direction and owned full project management, from concept, idea, brief and mood board to production planning, talent scouting, external agency management, film direction, and film production planning - from individual episode storyline, camera direction, scriptwriting and interview preparations, to postproduction review, film editing, grading and distribution. Translating the strategic idea into a repeatable editorial format for social.
IMPACT
10X organic engagement on Instagram with audience comments such as “Can I Watch This On Netflix?”. The series expanded the role of social from product distribution into brand storytelling and cultural connection, influencing brand trajectory in the lifestyle and beauty space.
Concept / Storytelling / Creative Direction / Production / Film Direction / DoP / Sound, Music & SFX / Project Lead / Talent Casting / Agency Management / Location & set coordination / Lightning / Editing, Colour & Grade / Budget Management / Copy & Layout / Deliver
BUSINESS IMPACT
The creative pivot led to a 35% increase in social-to-ecommerce click-through rates. The organic Social Media Engagement increased 3x on average, with individual campaigns such as SACHAJUAN Presents generating 10x engagement. Under my leadership, the Instagram following increased with 26,43%, from 31,4K to 39,7K followers.
My creative strategy and art direction, with concepts such as the Hairstyling framework, scaled average organic views from an average of 265 to 70,000 views per video, with peak videos hitting 350K views at a 6% engagement rate.
FROM AVERAGE 265 TIKTOK VIEWS TO 70,000
BRAND STRATEGY
Sprida
Dogfather
SACHAJUAN (inhouse)
A FEW CASE STUDY HIGHLIGHTS
WebbdesignUI/UX, Brand Design
Sprida
Shaping and designing the full visual brand identity for the startup, launching the business with an established brand position and GTM strategy.
Brand & Social Media Strategy
Dogfather
Establishing a brand narrative, visual identity and social media strategy, collaborating with the founder and external partners to launch and market.
30-day Social Media Optimization
Changdobels
Redefining the creative strategy to activate the premium local brand and coaching internal teams to discover, design and present new commercial ideas.
GTM Social Media Strategy
Lalaplants
Leading the launch, social media, campaign and GTM strategy of the startup, evoking the scientific nature of the brand.
SOCIAL MEDIA
STRATEGY
Brand positioning, creative strategy, social strategy and the priorities that give your team a clearer direction.
CREATIVE DIRECTION
From campaign concepts and visual worlds to content, shoots and digital experiences, I turn strategy into creative that people can actually see and feel.
SYSTEMS
Creative frameworks, content systems, workflows and tools that make better work easier to produce consistently.
CAPABILITY
Hands-on collaboration and coaching that gives your internal team the confidence and context to carry the work forward.
One senior partner. Different problems. One connected approach.
Why Wême?
Because your brand shouldn't need an agency to function.
The digital landscape moves quickly. New platforms emerge, customer behaviour changes and the volume of content expected from brands continues to grow. Yet many businesses respond by adding more external partners, more production and more layers between the brand and the people actually running it. The result can be a lot of activity without enough ownership. I believe there is another way.
Wême sits between doing everything yourself and outsourcing completely. I bring senior strategic thinking, creative direction and commercial perspective into your business, then work closely with your team to build the capability to carry it forward. I give you the strategy, the system and build your team's ability to execute it.
I don't believe in handing over a strategy and disappearing. And I don't believe in making myself indispensable. I believe the best consultancy leaves the client stronger than it found them. That means clearer strategy. Better creative decisions. Stronger internal processes. And a team that knows how to keep building.
