Klarna
How can Klarna redefine sustainability in the mass-market retail space?
Klarna needed a fresh approach to sustainability thought leadership—one that would spark meaningful conversations about mass-market retail and the circular economy. But how could they lead the charge in a way that felt authentic, impactful, and uniquely Klarna?
I worked on reimagining Klarna’s role in this space, developing concepts that leveraged its strengths and market position. Beyond strategy, I brought these ideas to life—helping Klarna visualise its partnership with OpenAI, designing OOH advertising for its new pop-up stores, and more. The result was a bold, forward-thinking vision for Klarna’s sustainability leadership.
Role
Visual Designer
Industry
Financial Services
Project
Klarna Sustainability
Year
2024
Klarna + OpenAI
Klarna, in partnership with OpenAI, is launching the world’s largest AI-powered sustainability experiment—using OpenAI tools to generate UX journeys and messaging, then deploying them into real Klarna customer experiences to test their impact.
To bring this partnership to life visually, I leveraged Klarna’s vast AI-generated image library, selecting an image that subtly nodded to both fashion and nature for the phone mockup—reinforcing Klarna’s connection to retail and sustainability. I used Klarna’s bright green brand swatch as the dominant colour, adding a vibrant hint at sustainability while keeping the visuals unmistakably Klarna. A bold typographic style gave the advert an urgent, rallying feel—turning the campaign into a true call to arms for a more sustainable future in retail.
Sustainability Pop-up Store
Klarna is reimagining retail by launching pop-up experience labs in partnership with Westfield, bringing sustainable shopping to London, Stockholm, and Los Angeles. These spaces invite customers to co-create the future of conscious retail, exploring new ways to shop more sustainably.
I brought this campaign to life by leveraging Klarna’s extensive image library and OOH advertising guidelines to craft a bold, engaging visual. With Klarna’s brand being heavily typography-led, I stayed true to its design language—focusing instead on an eye-catching play on words: Shop ‘til you pop. A clever twist on the classic phrase Shop ‘til you drop, this tagline reinforced the excitement of the pop-up experience while keeping Klarna’s playful, innovative spirit at the heart of the campaign.
Resale Tracker
Klarna wanted to leverage its vast consumer data to track live buy and sell prices for millions of popular fashion items—creating a powerful tool for both shoppers and the industry. I was tasked with developing a concept that would bring this to life in an engaging, user-friendly way.
Inspired by platforms like StockX, I envisioned Klarna’s version as a sleek, data-driven "Stock Exchange" for fashion resale. Prioritising simplicity and real-time insights, I focused on surfacing key data in a clear, dynamic format that could update live—giving users an instant pulse on pricing trends.
Built within Klarna’s existing UI grid system, the Resale Tracker introduced entirely new components, including the live price tracker seen in the visual. The result was a bold new way for Klarna to harness its sales data, empowering both consumers and the industry with real-time insights to fuel the resale conversation.
Sustainable Fashion Study
Klarna, in partnership with Aalto University, set out to challenge the idea that expensive always means sustainable. This research study explores how consumers and the fashion industry can make more informed choices—proving that sustainability isn’t just about price but about smarter purchasing and production practices.
For this printed report, I took the design back to basics—leaning on Klarna’s classic pink colourway and a bold, oversized headline that fills half the cover. The challenge was to balance Klarna’s playful aesthetic with the seriousness of the study, ensuring it felt authoritative while remaining unmistakably Klarna. The result is a simple yet impactful design that keeps the message clear, compelling, and on brand.
The Ownership Summit
Klarna wants to bring together the biggest players in the circular fashion economy for Breaking Barriers—a panel discussion at the World Economic Forum. Led by Financial Times Fashion Editor Lauren Indvik, Klarna’s CEO will join representatives from eBay, the WEF, and The Ellen MacArthur Foundation to explore how ‘ownership tech’ can drive a more sustainable future in fashion.
I was tasked with bringing this event to life—conceptualising how Klarna’s brand could stand out at WEF while staying true to its identity. The result is a bold, unmistakably Klarna event banner that seamlessly integrates the key speakers and partners, ensuring Breaking Barriers makes a striking impact on the global stage.