STILTJE
Stiltje was founded in 2001 by Pamela Moëll, born from her search for unique, high-quality materials during her own home renovation. What started as a personal vision has since grown into a renowned brand with two showrooms in Sweden and a strong digital presence across the EU and social media. At its core, Stiltje is driven by the ambition to create materials that last for generations, products that age beautifully and become the heart of every home.
To reflect these values, Stiltje sought to refine their visual identity, staying true to their existing logo while elevating their overall brand expression. The project included the creation of new design assets and a complete website update. The outcome is a timeless, refined aesthetic that allows the materials to take center stage. By integrating cohesive visual elements, the design strengthens brand recognition and conveys an atmosphere of sophistication and authenticity.
PROCESS
Before I joined the project, Stiltje’s primary colors were blue, grey and white. I chose to shift the palette to black and white, creating a more timeless foundation that could better complement the wide variety of products. This allowed the focus to remain on the imagery of the materials. To bring in depth and subtle variation, I added three complementary colors for alternative backgrounds and accents, each one inspired by materials from the Stiltje product line.
KEEPING THE VISUAL IDENTITY CONSISTENT THROUGHOUT THE PROJECT
To strengthen a cohesive brand identity, I introduced a box system that was applied consistently across the entire project, including the new website. Boxes and lines were used to highlight key elements such as the menu, submenus, and buttons, creating a clear and structured visual language.
I had the opportunity to design the new Antique Cement collection together with Pamela Moëll, founder of Stiltje. The collection was developed with a focus on creating a versatile series of tiles that could be mixed and matched, blending different shades and patterns to achieve a timeless, lived-in aesthetic. Working closely with Pamela allowed me to combine design sensibility with Stiltje’s vision for high-quality, enduring materials.
ANTIQUE CEMENT COLLECTION
PHOTOGRAPHY, CONTENT & CAMPAIGNS
At Stiltje, the need for strong and consistent content spans across multiple channels. My role as a graphic designer goes beyond visual identity, it involves creating and curating content that strengthens the brand and connects with its audience.
A key part of this is photography, from detailed product images that highlight the craftsmanship of Stiltje’s materials, to inspiring lifestyle and interior shots that place the products in context. Both are essential in communicating the brand’s story and aesthetic.
I also work on video creation, producing short-form content and brand films that bring movement, atmosphere, and emotion into the storytelling. Video has become an important tool to highlight materials, showcase projects, and engage audiences on digital platforms.
In addition, I create digital campaigns that bring this content to life across social media, newsletters, and other channels. These campaigns are designed to engage, inspire, and showcase Stiltje’s unique design philosophy.
Content creation also extends to text and imagery for Stiltje’s blogs: Stiltje Project and Stiltje Guide. Here, the goal is to provide valuable inspiration and insights for architects, designers, and private clients alike, combining storytelling with visual material to strengthen Stiltje’s role as both a supplier and a source of design knowledge.
DJURGÅRDSBRUNN
GAMLA BAGERIET IN BORRBY
