Barbro Ohlson Smith
Stockholm, Sweden
barbro@ohlsonsmith.se
Barbro Ohlson Smith is a creative director, artist and podcaster based in Stockholm.
As a creative director, she blends memorable design solutions with insight and strategic thinking. A deep appreciation for art gives her work a refined aesthetic with unique depth and resonance. She sees design as a bridge between functionality and emotional expression.
Educated at Central Saint Martins, her creative journey began in London at the design consultancy CDT / Carroll, Dempsey and Thirkell.
Returning to Sweden after a decade in the UK, Barbro took on the role of Head of Graphic Design and Creative Director at the television station TV4. In 2007, she founded her design agency, Ohlsonsmith, a Stockholm-based studio known for its distinctive approach to branding and visual identity.
Barbro has also followed a parallel path as an artist. The passion for immersive experiences that inspires her three-dimensional designs, exhibition spaces and brand launches, also informs her approach to art. Her podcasts serve as an exploration and inspiration for her artworks.
Collaborative in spirit, Barbro finds inspiration in working closely with other creatives, bringing ideas to life in unexpected and engaging ways. She frequently serves on design juries, mentors emerging talent, and lectures internationally, sharing her belief in design’s potential to change perspectives, solve problems, and create lasting emotional connections.
Portrait by Lena Koller.
2020—2024
Ting — Stockholm Furniture Fair ⁄ 2024
Ting – a new logotype and design support for Sofia He’s curated exhibition at the Stockholm Design Fair. Ting connects humanity/nature, East/West, old/new, craftsmanship/technology.
Ning ⁄ 2024
Meet Ning Bark, Graphic Designer. Educated at Berghs School of Communication, Stockholm. We have collaborated on several projects since 2017.
Salmantinos and Viña Española ⁄ 2022
An image from our film and print campaign for Salmantinos and Viña Española, pairing Spanish wine with Spanish cuisine. Film and photography by Chris Tribelhorn.
IDUN Minerals Skincare ⁄ 2020
Relaunch of the Swedish IDUN Minerals Skincare packaging range. Acted as an advisor and contributed to the design development for new packaging, commissioned by Ann Baron and designer Titti Svensson at IDUN Minerals.
Yes! ⁄ 2020
Thrilled to have been selected for ’Vårsalongen* (The Spring Salon) 2021 at Liljevalchs Konsthall with the minimalist soap sculpture named 2m 30 sec. Liljevalchs is an art gallery located on Djurgården, Stockholm. The annual juried exhibition showcases work for purchase and has grown into a major public event, attracting around 100,000 visitors.
2010—2019
Swedish Design Salon in Guangzhou, China ⁄ 2018
Invited to give a lecture on design at the School of Innovation and Design in Guangzhou, Guangdong Province, alongside Sofia He from Scandinavian Sustainable Design Association (SSDA). The School of Innovation and Design created a beautiful poster to announce the speakers.
Launch of Sweden’s Design Buyer of the Year ⁄ 2017
The ’Årets Designköpare’ Award (Design Buyer of the Year) was established to emphasize the crucial role of design buyers and the significant impact of graphic design on business strategy and success. Barbro was a proud initiator of this award, working alongside Diana Uppman and the Brand and Design Group from The Swedish Communication Association (KOMM). Special thanks to Pelle Halvarsson for composing the unique fanfare for the winner.
The Story of The Face ⁄ 2017
Thrilled and proud to see our contribution to The Face’s ’Love Sees No Colour’ issue from 1992 featured in the new book ’The Story of The Face’. The Face was an iconic and influential music, fashion and culture magazine, founded by Nick Logan in 1980. Many thanks to Boris Bencic, Tim Platt, and Mariann Wissa.
Ohlsonsmith Female Force ⁄ 2017
Martina Dahl, Graphic Designer, educated at the London College of Communication /
Louise Berling Kelpe, Graphic Designer, educated at the Gerrit Rietveld Academie, Netherlands / Barbro Ohlson Smith / Creative Director, educated at Saint Martin’s School of Art, London.
Winner of The Swedish Design Award ⁄ 2012
The Jury’s motivation: ’Berghs Print’ – a magazine in a large, generous format that’s filled with great experiences. One of the world’s most prominent advertising schools invites us to enjoy articles, photographs, and graphics that inform, educate, and, most importantly, invigorate us with the help of facts, reflections, and analysis, all seasoned with humour and playfulness.”
Precious Trade Show Opening Installation ⁄ 2012
Created an installation for the opening space of the Precious Trade Show, an annual event dedicated the watch and jewellery industry. The show brings together producers, designers, distributors, and buyers from across the Nordic region for three days at Stockholmsmässan (Stockholm International Fairs and Congress Centre).
Berghs Identity Refresh ⁄ 2011
Berghs School of Communication’s brand identity was originally created about 25 years ago by the late art director Lars Hall. Ohlsonsmith was asked to update the identity, keeping many elements from the existing profile while developing a more refined and cohesive look. Ohlsonsmith also designed products for sale and giveaways.
Guld G Prize Trophy ⁄ 2010
The Swedish Golden Writing Award (Guldskrift) is presented annually to the top advertising copywriter by the Swedish Association of Communication Agencies and media broker Citypaketet at the Guldägget gala. We designed the trophy: a bold, impressive and solid brass ’G’ weighing 5 kilos.
Graphic Design for Fashion Book ⁄ 2010
Ohlsonsmith was selected by authors Jay Hess and Simone Pasztorek to feature the brand identity we created for van Deurs pleated garments and accessories in ’Graphic Design for Fashion’, published in 2010. This book highlights top graphic design studios in the fashion industry and includes notable works such as Aboud Creative for Paul Smith, Paul Boudens for Yohji Yamamoto, and Acne Creative Departments for Acne Studios.
2000—2009
Ohlson Smith Talk at Cannes Lions ⁄ 2009
Barbro Ohlson Smith was invited to speak and hold a workshop titled Visual Branding at Cannes Lions, marking the first-ever Design talk at the festival. The Cannes Lions International Festival of Creativity is renowned as the world’s most prestigious advertising, marketing and communications event.
Judging at Spikes Asia ⁄ 2009
Barbro was invited to judge the Design Category at Spikes Asia, spending memorable days in Singapore with fellow jury members from the USA, UK, India, New Zealand, and China. She also held a lecture on Visual Branding at the Spikes Asia Festival.
Ohlsonsmith Team ⁄ 2009
Petter Hollström, Art Director / Barbro Ohlson Smith, Creative Director / Erik Leonsson, Art Director / Helene Johansson, Production Manager / Patrick Smith, Copywriter
TV4 in Guldägget ⁄ 2009
The visual identity work that Ohlsonsmith created for TV4 and its new channels received a Diploma at the 2009 Gold Egg Award (Guldägget). This prestigious event, organised by the Swedish Association of Communication Agencies (KOMM), is Sweden’s oldest, largest, and most notable competition in the field of communication.
Tensta Konsthall ⁄ 2009
William Easton, Head of Tensta Konsthall, commissioned Ohlsonsmith to design and produce a new website for the gallery. Tensta Konsthall is a hub for contemporary art located in the Tensta, a Stockholm suburb known for its vibrant and diverse, multicultural residents.
Ohlsonsmith’s First Website Launch ⁄ 2008
Ohlsonsmith launched a website with a blog-style layout. The left column featured news, project and case updates, while the right column showcased curated works by various artists and creatives.
Ohlsonsmith ⁄ 2008
Ohlsonsmith Design Consultancy relocated to a new, spacious studio in a unique and historic building in Stockholm’s Old Town. The studio's enormous window provided a perfect view of the changing seasons.
D&AD The Flag Project ⁄ 2007
The flag of the London-based Design and Art Direction (D&AD) organisation was sent to 500 selected creatives worldwide, encouraging them to use it in the most original and freeform way possible. The project was initiated by Fabrica, a Milan-based design firm, for D&AD. The result was a rich collection of images celebrating creativity and cultural diversity and this is Barbro's contribution, photographed by Pernilla Zetterman.
Head of Design Jury, Guldägget ⁄ 2006
Barbro Ohlson Smith was appointed Head of the Design Jury for The Gold Egg Award (Guldägget). Guldägget is Sweden’s oldest, largest and most prestigious communication competition, organised by the Swedish Association of Communication Agencies.
Board Member, Sveriges Designer ⁄ 2006–2010
Sveriges Designer (Design Sweden) was a prominent national professional and industry organisation for practitioners in industrial, textile, fashion, furniture, product, graphic, and web design in Sweden. The organisation was founded in 1957 under the name Sveriges Industridesigner (SID) and discontinued in 2022.
D&AD Television and Cinema Graphics ⁄ 2003
Awarded a wood pencil for the TV4 Weather title sequences by Design and Art Direction (D&AD), a London-based creative organisation that promotes excellence in design, advertising and other creative disciplines. Directed by Henrik Gyllenskiöld, with music by Clifford Hiscock. Art Direction by Karin Peterson and Barbro Ohlson Smith for TV4.
Head of Graphics Department, TV4 ⁄ 2000–2003
Served as Head and Creative Leader for a team of in-house graphic designers and freelance designers at TV4’s Creative Department. Barbro also led major internal and external television graphics and branding projects for the tv channel.
1990—1999
ADCE President ⁄ 2000
Represented the Swedish Advertising Association (Reklamförbundet) as a board member and served as President of the Art Directors Club of Europe (ADCE) Board from 2000 to 2003. Each year, the top award-winning works from the member nations compete in ’The Best of European Design and Advertising’.
Berghs School of Communication / 1998
Joined Berghs as Course Director for the Art Direction program, marking the start of a collaboration spanning over 25 years. Served as course director, lecturer, and teacher, while also developing marketing concepts and overseeing a brand refresh for Berghs as a client.
D&AD — Precise Litho / 1994
Awarded a Wood Pencil in Graphic Design Crafts at D&AD for the Precise Litho advertising series featured in ’Eye Magazine’. The campaign highlighted vibrant abstract designs to emphasize the importance of colour accuracy. Client: Nicholas Deschamps, Precise Litho. Created by Mariann Wissa and Barbro Ohlson, Persona.
Jewellery by Tina Engel / 1993
Developed image and promotional material for goldsmith Tina Engell, MA (RCA). Photography by Lewis Mulatero. Art direction by Mariann Wissa and Barbro Ohlson, Persona.
First Prize ⁄ 1992
Won first prize in the Panton Colour Award for a campaign created for Nicholas Deschamps, Precise Litho. The campaign featured abstract designs showcasing the importance of colour precision. Created by Barbro Ohlson and Mariann Wissa, Persona.
D&AD The Green Brochure ⁄ 1991
Received a D&AD Wood Pencil in Direct Mail, Business to Business for the Green Brochure for Central Television. Images by John Foxx (Ultravox co-founder, artist, photographer and graphic designer). Art direction and design by Mike Dempsey and Barbro Ohlson, CDT.
Judging at D&AD ⁄ 1993
Selected as a juror for the D&AD Graphic Design Jury for the first time. Design and Art Direction (D&AD) is a London-based creative organisation that promotes excellence in design, advertising and other creative disciplines. Returned multiple times as a judge for categories including Graphic Design, Branding, Typography, and Television Graphics.
Schola Antiqua Stipendium ⁄ 1990
Awarded the Carl Fredrik Hultenheim Schola Antiqua Busary in the amount of SEK 10,000 for an exceptional debut in typography. Recognised for the degree show letter press project ’Three English Typefaces’, which inspired Mr. Hultenheim.
Direction Showcase ⁄ 1990
Nominated in the category ‘Typography Design’ for the Direction Showcase, Class of 1990, by Nancy Williams, founder of Williams and Phoa, based in the UK. This recognition of up-and-coming talent was exhibited at Smith’s Gallery, London.
Creative Futures ⁄ 1990
Featured in Creative Futures 1990 by Creative Review after being nominated by Geoff Halpin in the Typography category. Recognised for the degree show projects: ’Three English Typefaces’, ’Talks on Typography' poster serie and the 'Jewellery Degree Show Poster’ project. The event was celebrated in the magazine and at a London gathering.
1986—1989
Carroll, Dempsey & Thirkell (CDT) / 1989
Joined Carroll, Dempsey & Thirkell Design Consultancy in London, working in Mike Dempsey’s team on projects for clients such as ENO (English National Opera), Central Television, BP Chemicals, English Eccentrics, and the London Chamber Orchestra. These were inspiring and formative years.
Who Will Be Who / 1989
Image from ’Blueprint’ Magazine’s article covering five British design schools’ degree shows, titled ’Who Will Be Who.’ The image features Barbro’s degree show display, showcasing the screen printed seven-piece poster series 'Talks on Typography’ prominently in the background.
Three English Typefaces / 1989
Barbro’s degree show project, ’Three English Typefaces’, explored the typeface designers and their iconic typefaces: Caslon (1720), Baskerville (1757), and Gill Sans (1928). This limited-edition, loose-leaf book was handset and letterpress-printed in the basement of Central Saint Martins building on Southampton Row.
Jewellery Degree Show Poster / 1989
Designed a poster for the Jewellery Department at Central Saint Martin’s College of Art and Design. Screen-printed in person on gold metallic paper at the Central Saint Martins Print Department.
Nöjesguiden / 1989
One of several interviews with Barbro while studying at Saint Martin’s School of Art. Interviewed by Kristina Adolfsson for ’Nöjesguiden’ about her experiences as a graphic design student.
Saint Martin’s School of Art / 1986
Thrilled to been accepted to the BA (Hons) Graphic Design program at Saint Martin’s School of Art in London. The graphics department was based in Long Acre in Covent Garden, and at Central on Southampton Row. Notable teachers included Phil Baines, Geoff Fowle, Tim Foster, and Andrew Whittle.