Studio Theolin
A design studio specialising in events and experiences promoting human interaction and serendipitous moments.


It's been two years

It's been two years since I moved from London to Sweden. A few things have happened since then. You can read about Year 1.5 here, and below is a summary of the past 6 months.

Design Sweden

We launched at the Stockholm Furniture & Light Fair during Design Week.

Organisation-wisefast-forward one year—we have taken firm action to rethink and redesign the organisation to better reflect how the world works and looks in 2016. The changes are helmed by a new membership model, a basic version with no cost associated. This marks a big change of thinking—instead of confining the organization to members only fitting a set of educational and professional requirements, we have opened up to everyone who supports our cause; to enable designers associated with Sweden.

  • We've relaunch with a completely new name, brand and website, designed by some of the most talented designers Sweden has to offer.
  • We have successfully gained the control of our economic situation.
  • We have increased the awareness of the organization within the design community by signing partners within media, trade organizations, venues and education.
  • We have activated existing and potential members through our own channels and partaken in events such as the Stockholm Design Week and initiated dialogue on the topic of the situation for today’s design practitioners.
  • But best of all—we have more than doubled the amount of members! We are now twice as many designers than we were a year ago. We are organized to support, develop and challenge eachother and to drive change with one voice. It is a grassroots movement, and we are just getting started.

Ages of Us Exhibition

Alongside Emma Homent and Dylan Collard we launched the exhibition Ages of Us.

This portrait project centred around the idea of generations, the journey and vastness of life, the process of ageing and how our priorities change as we move towards old age. In June last year Dylan took his two assistants and a three seater bench on a 18 day, 3000 mile trip around California from LA to Bakersfield, Hanford, Monterey, Yosemite, Death Valley, Red Rock Canyon, Needles (Route 66), Joshua Tree and back to LA. They photographed 165 people sitting on the bench in 23 locations.

Hyper Island

At Hyper Island I have led 40 students through their first year of MA Digital Media Management in London, and come August I will be leading a new class of MA Digital Management students here in Stockholm as their Programme Manager.

Amongst the events in London, I co-organised a Startup Weekend with Techstars: We had 63 participants (40 were our part-time MA HI students in London), 9 teams and 9 pitches, 7 mentors, 32 guest speakers, 4 judges, 4 organisers, 3 facilitators, 3 sponsors and a lot of hard work.

I have also guest lectured on all the Stockholm programmes, and was taken on as Industry Leader of the Running a Digital Business module again for the second year.

Berghs School of Communication

In March, I was Course Director of the Communication Design 4 module. I curated 4 weeks together with 4 collaborating guest lecturers – even facilitated a Black Metal Workshop! 

I also facilitated Bergh's end-of-year project: Berghs Boost Camp with 3 full-day workshops defining the brief between students and clients.

Currently I am co-managing Bergh's 75th Anniversary.



I travelled to Norway to be part of the Digital Design judging panel for the National Norwegian Graphic Design Awards (Visuelt). 

I have also said yes to judge the next Stockholm Startup Weekend IoT event in September,.

VidStar Festival Brand Identity

Tom Collins and I designed a bold new brand identity for vlogging festival VidStar. The event is taking place in Globen in September.


I've created an identity for the ever-popular GIROT Sthlm cycling community, and an identity for financial consultancy Working on a Dream.


Noori Tales: Stories from the Indus Delta

After nearly a year of working with WaterAid, H&M Foundation and Dan Bull, we are launching the photography exhibition Noori Tales in Kungsträdgården in August. 

Noori Tales: Stories from the Indus Delta is a new exhibition of works by award-winning Swedish-Eritrean photographer Malin Fezehai. A collaboration between WaterAid and the H&M Foundation, the exhibition is part of the Kulturfestivalen (16 – 21 August) and World Water Week in Stockholm (28 August – 2 September) - the annual focal point for the globe’s water issues. 

The Cast

It's taken 2 years to find them, but alongside two BRILLIANT ladies: Thea Tyvi & Sophie R Wesslau, we have started a new type of collective called The Cast. Launched only this week, we are very excited as to where it will take us and the new year.

Writing / Books / Press

Digital Arts Magazine – Interview about Free Pitching.
Book – Case Studies in Steven Brower's Inside Art Direction.
CAP & Design – VidStar Festival
Design Week – VidStar Festival
CAP & Design – Design Sweden
Brand New – Design Sweden
Visuellt Blog –  Interview on awards
Book – Introduction Chapter to Stockholm in Startup Guide Stockholm.
Hyper Island Blog – Meet Jenny Theolin, Programme Manager
Creative Bloq – 6 Tips for successfully upskilling as a designer
Creative Boom – Ages of Us
Grafik – Ages of Us
Design Week – Which logos should be brought back from the graveyard?
Design Week – Robots are after our jobs, but are designers safe?
Lokaltidnigen – Experten hyllar Super Victor


Jenny TheolinComment