The campaign, titled The Balancing Act, highlights this harmony. A classic still-life composition celebrates timeless photography while introducing a modern tension, reflecting the camera’s innovative yet grounded approach.
To tell the story of the BF camera, a series of complimentary images we’re also introduced, embracing the daylight only approach of the BF.
Photograper: Emil Larsson
DOP: Max Lander
Sigma turned to Stockholm Design Lab to let their obsession with quality show on the outside, and to create a more coherent brand and customer experience. Through a solid strategic and conceptual journey, we redefined the brand strategy and identity to build for a long and definite continuation of their success.
As a holistic brand collaboration, the work included brand strategy, visual identity, custom typography, photography, illustration, product branding, packaging, website, uniforms, architecture and spatial experience, product launch campaigns, art collaborations, product demo films, stationery and other collaterals.
It celebrates Sigma’s spirit of independence, craftsmanship, and innovation. Launched globally early 2025, Sigma’s identity is a testament to how branding is not about surface but about depth.
These images we’re part of of building a dynamic photographic language for Sigma, designed to infuse the brand with a sense of quality and creative excitement. By balancing the three pillars of beauty, technology and disruption - a refined and expressive photographic style was developed, combining sophistication with visual impact that conveys a blend of Japanese elegance and technical excellence.
Photographer: Emil Larsson
The shoot combined portraits, product screens, and devices in use, capturing MacBooks and iPhones in curated sets and in the hands of the people who use them. Moving fluidly between still-life moments, lifestyle scenes, and portraits, the imagery balances functionality with an editorial sensibility, establishing a photographic language that feels crisp, modern and human, laying the foundation for Sana’s visual expression going forward.
Photograper: Filip Hanning
The solution was an iconic blend of sports and fashion, featuring high-contrast lighting, vibrant clothing, and expressive models. This bold, progressive approach placed the product at the forefront while reinforcing J.Lindeberg’s position as a key challenger to the world’s leading sports-fashion brands.
Photographer: Hedvig Jenning
DOP: Teitur Ardal
The project centers around the idea of potential—both in the energy we store and the possibilities we see within ourselves. It began with the question: Do we possess a mental "magic wand" that we haven’t yet learned to use or understand? Through themes of dreams, reality, affirmation, and intention, the book encourages readers to become authors of their own experience, influencing their reality with focused intention.
Visually, the gamebook draws from concrete poetry, with typography designed to respond to the reader's actions on each page. In this unique format, the reader is the main character, actively shaping the story as they go. The pen becomes a metaphor for the mental magic wand, suggesting that with awareness, we can transform our perception of reality.
The project was featured in Resumé, both in print and online.
Photographer: Sigurd Grünberger
The shoot combined portraits, product screens, and devices in use, capturing MacBooks and iPhones placed intuitively within the office environment and in the hands of the people who use them. Moving fluidly between still-life moments, lifestyle scenes, and portraits, the imagery balances functionality with an editorial sensibility, establishing a photographic language that feels tactile, modern, and human, laying the foundation for Sana’s visual expression going forward.
Photograper: Filip Hanning
The project included a studio film shoot covering beauty shots of the products, as well as both moving and still sample footage shot around Japan to highlight the performance of the products. Together with illustration and animations, the edit covers the full experience of the products, balancing both beauty and technology.
DOP: Max Lander