Tillskärarakademin i Göteborg
Leading strategy, storytelling and content production across web, social media, campaigns, exhibitions and recruitment communication for one of Sweden's leading schools for fashion, tailoring and design education.
Creative Direction, Content & Visual Systems
Overview
For the past three years, I have worked part-time as Communications Lead at Tillskärarakademin in Gothenburg. In a role with full responsibility for marketing, content production and digital communication, I manage both strategy and execution across all channels. Working as the sole communicator, I develop and produce all visual and editorial communication for the school – from campaign concepts and content strategy to hands-on production across digital, print and physical environments.
Content Strategy & Multi-Channel Communication
I am responsible for the planning, creation and distribution of content across all main channels, including Instagram, TikTok, Facebook, Pinterest, LinkedIn and the website. This includes:
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Campaign development and content strategy
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Copywriting and editorial communication
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Graphic design and visual content production
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Social media content creation and channel management
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Digital advertising and paid social templates
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Recruitment communication and outreach
A key part of the work is ensuring that all communication supports both brand awareness and student recruitment, while maintaining a consistent visual and tonal identity across platforms.
Photo & Video Production
I plan, shoot and edit all photo and video content for the organisation. Between 2022–2026, I have expanded and rebuilt the school’s visual archive with over 3000 high-resolution images and a structured video library used across web, presentations, recruitment material and events.
This includes establishing workflows for ongoing student-generated content and documentation, ensuring continuous visual coverage of the school’s activities.
Tools include iPhone and Fujifilm XT2, with post-production in Lightroom, Photoshop, DaVinci Resolve or After Effects.
Social Media Content Design & Creation
Graphic design and visual content production, social media content creation and channel management. Digital advertising and paid social templates.
Stories, reels and posts
Building visibility primarily through organic content performance, where engagement, shareability and audience response directly inform ongoing development.
Campaigns, Print & Exhibition Communication
I design and produce communication materials for exhibitions, graduation shows, fairs and public events.
This includes:
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Exhibition brochures and printed guides
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Posters, signage and large-format graphics
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Press kits and media material
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Exhibition and gallery communication systems
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Informational “flip books” and structured program overviews
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Individual work labels and display systems
The goal is to translate the school’s creative output into clear, accessible and visually coherent communication across physical environments.
Website, CMS & Digital Development
I manage and develop the school’s website content and structure, including CMS-based systems for programme pages, image galleries and news updates.
This work includes:
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Redesign and restructuring of programme pages
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Creation of a unified image and media archive
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Development of calendar and news systems
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Ongoing SEO optimisation and content refinement
The role has included continuous improvement of structure and usability across the site, with a focus on clarity, navigation and content accessibility.
Email & Audience Communication
I design and manage the school’s newsletter communication (Mailchimp), sent approximately four times per year, including content planning, design and copywriting.
Photography
& Portrait Work
I am responsible for ongoing portrait photography of staff and students.
Summary
This role combines strategy, production and system thinking across all communication channels. Working with limited budgets, the focus has been on creating high-quality, shareable content that strengthens visibility, engagement and recruitment through organic reach and consistent storytelling.
All Projects
