WIP What inspired you to pursue a career in design, and how did your journey begin?
EBV For a long time I didn't know that it was graphic design specifically that I wanted to study, but I was always interested in creativity, and being surrounded by different perspectives. I was also born just outside of San Francisco, so I always had a hope of going back to study there. My journey began at the Berghs School of Communication in Stockholm, which then through a transfer program allowed me to later move to San Francisco. Initially I struggled with choosing between graphic design and advertising but found that graphic design, particularly branding, offered a gateway to explore various aspects of design. 

WIP How did your experience at Collins in San Francisco shape your approach to design?
EBV Working at Collins was like stepping into a whirlwind of creativity. When I first started, the San Francisco office was small and a tad scrappy, yet we were taking on massive projects, presenting to the founders of many of the big tech companies. My time there taught me the importance of maintaining the craft and attention to detail, even as we scaled up to work with larger companies. It was about finding a balance between craft systems systems designed to be carried forward by other designers.

WIP What were your biggest challenges while working in-house at Apple?
EBV At Apple, the biggest challenge was the extreme focus on detail and how much time you have for each project. Each project, like the launch of a new product, required a year of meticulous work, refining and articulating every design element. The most challenging part was maintaining a dynamic approach while deeply immersed in a single project. Apple’s culture of minimalism required a high level of precision, making the process both challenging and rewarding.

WIP Has your approach to universal design differed in the different cities and cultures you’ve worked in?
EBV Universal design is about creating non-exclusionary work that resonates with a broad audience. At Collins, we focused on making brand systems that were expressive and memorable, while Apple’s approach was more about refining and iterating on an established brand. The key is to balance a brand’s specific needs with universal accessibility, ensuring that the work is both impactful and inclusive.

WIP What advice would you give young designers or students starting their careers?
EBV Stay curious and seek out diverse experiences. Design is a field that can allow you to explore many different avenues, so don’t be afraid to try new things early. It can help you not to become pigeonholed early in your career, which I think is a strength. Take the time to discover what you truly enjoy, and remember that it’s okay to change directions. Design offers the flexibility to evolve, and that’s something to embrace as you grow in your career.

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