A STITCH BECOMES A SIGNATURE.
Icelandic and Danish knitting traditions, translated into a chocolate-box pattern.
Follow the idea into the case →THE CREATIVE PRACTICE OF BJÖRGVIN GUÐJÓNSSONICELANDIC ROOTS / DANISH HOME
Old school craft.
New world thinking.
I’m Björgvin. Creative director, designer and co-founder of Snilld. After 25+ years making brands and stories, I’m exploring what happens when experience meets AI.
The chapter I’m in nowCreative direction. Design. AI. Worlds.Enter Weemad ↓
SELECTED WORKA FEW DIFFERENT SIDES OF THE SAME MIND
Ideas with
some life in them.
A good identity has something to say.
These four say it in very different ways.
ONE SMALL MARK. MANY PLACES.
A circular p-mark. Plain lettering. A technical material, given a human signature.
Follow the idea into the case →
A TRADITION IN THE DRAWING.
The final beam, tools and foliage. The Wiecha building celebration, drawn into an emblem.
Follow the idea into the case →
THE NAME IS IN THE MOUNTAIN.
Fjallborg means “Mountain City.” The peaks give the name its shape.
Follow the idea into the case →MORE SIDES OF THE PRACTICEFrom a mark
From a mark
to a whole world.
Products, campaigns, characters and places.
The idea gets to choose its medium.
Premier Is × Snilld / 2024
AI_SCREAM
AI, meet the real world.
From a flavour experiment to a physical product, a visual identity and an invitation for consumers to create.
View case
Identity / Branding / Digital / 2019
Personal Football Trainer
A personal coach. A professional badge.
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Music & story / 2021
The Apotheker
A concept album. A radio play. A complete visual campaign.
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Nordic Made / 2021
Fjörd
My lens. My landscapes.
Original photography from Iceland and Denmark, brought into a product campaign with a Nordic point of view.
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Drawing & product concepts / Ongoing
Sketches to products
Doodles, characters and ideas that keep growing.
View case
Drag to exploreSwipe to explore
THE WEEMAD ARCHIVE / 14 PROJECTS
Open a drawer.
Some identities. Some worlds. Some ideas that needed to get out of my head.
A wider look at the design years.
Identities & Campaigns08 projects
Loose thoughts06 projects
Everything has a place. More or less.The drawer that keeps growing →
Keep exploring the details.
Browse the logo collectionTHE CURRENT CHAPTER2023—2026
A new toolkit.
The same
restless mind.
The last few years have taken me from creative direction into creative AI, teaching and building useful things.
I co-founded Snilld in 2024 with Peter Munkholm and Anders Østerby. As Creative AI Director, I connect concepts, design and new technology—through products, creative workflows and workshops.
Meet SnilldCraft meets a new medium.
Brand systems and creative direction at HR-ON. Alongside that experience, a growing exploration of AI for images, audio, video and automation.
The HR-ON identitySnilld takes shape.
A new company, co-founded to turn AI into practical creative and business work. AI_SCREAM with Premier Is brings that thinking into a real product.
Inside AI_SCREAMTeach it. Build it. Use it.
Workshops and talks helping people work with AI. Creative workflows, automation and tools—including Jarðvakt, an interface to Iceland’s seismic and volcanic data.
Explore the Jarðvakt case
LATEST BUILD / 2026
Jarðvakt
Iceland’s moving ground.
A clearer way to explore it.
CREATIVE DIRECTION / AI EXPLORATION / WORKSHOPS / PRODUCT THINKINGFollow the ongoing work on LinkedIn
SELECTED WRITINGOCCASIONAL ESSAYS
For the love
of design.
Occasional thoughts on design, creative AI and the human judgment behind the work.
Read & subscribe on LinkedInWhen the Shortcut Takes the Long Way Round
Where AI helps, where it gets in the way, and why the designer still has to decide.
Read essayThe Second Audience: Designing for the invisible Agent
What changes when software acts on behalf of the people we design for.
Read essayDesign Between Two Timelines
On moving quickly with AI while protecting taste, coherence and trust.
Read essayTHE LOGO COLLECTION18 MARKS / ONE CURIOUS MIND
Small marks.
Big personalities.
A bean becomes a grinder. A cloud switches on. A name becomes a mountain.
A collection of identities from my design years. Get a closer look at the details.
18 original identities. One at a time. Swipe or use the controls to explore.
ORIGINAL WORLDSDRAWING / STORY / AI-ASSISTED WORLD DEVELOPMENT
Some ideas need
their own universe.
Alongside the client work, I build places that don’t exist yet. Original characters and stories, developed with a growing set of creative tools.
THE IMAGINATION HAS ALWAYS BEEN THERE.
A DRAWING BECOMES A WORLD
The Living Atlas
Each inhabitant begins with a drawing from my own hand. Characters, maps and strange civic lives grow around it, with AI assisting the development and my decisions holding the world together.
Enter the Atlas
FIRE, FROST & MOLTEN MISCHIEF
The Lava Trolls
Warm-hearted adventures beneath Iceland. An original cast, a growing collection of stories and a world explored through illustration, words and audio.
Meet the Lava TrollsTHE PERSON BEHIND WEEMADBJÖRGVIN GUÐJÓNSSON
A wee
bit mad.
Icelandic imagination.
Danish everyday life.
A lifetime of making things.
I’m a creative director, designer, illustrator and storyteller. My foundation is more than 25 years in advertising and visual communication, including creative direction at HR-ON.
The last few years have expanded that practice. Through Snilld, I work with creative AI, teach businesses how to use it, and help turn ideas into products, workflows and tools.
Weemad is where those strands meet: the design craft, the experiments, the photography and the worlds I can’t stop inventing.
More about my work on LinkedInWHAT I BRING
Creative direction & concepts
Visual identities & campaigns
Creative AI & practical workshops
Illustration & worldbuilding
LET’S MAKE SOMETHINGWHAT
WHAT
IF?
A new brand. A creative AI challenge.
A world waiting to happen.