This is part of my story.
From the age of three, I attended a British International School in Budapest. My parents are Swedish, not Hungarian, but the language we spoke 24/7 was English. After eight years, we moved back to Sweden, and I unknowingly stepped into both my best and worst experience. The best? Finally throwing away my school uniform (à la Hogwarts in the 90s). The worst? Losing my personality overnight when I couldn’t express myself in this new, yet slightly familiar, language.
I was 12 when I realised how much language shapes who we are. By listening to my classmates, reading Swedish subtitles on every film, and studying grammar while others were just learning how to say “hello” in English, I slowly started piecing myself together again. Today, I’m equally Swedish and English (with a bowl of goulash on the side, of course), and that early obsession with language and communication turned into my career.
I’ve always been drawn to building things—stories, brands, ideas that stick. Over the years, that’s meant running my own business, shaping brand portfolios, and launching products in global markets. Somewhere along the way, I racked up my 10,000 hours of writing—though I did stop counting when it started feeling like second nature.
I’ve worked with a bunch of lovely people, here’s what they say about me:
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Matthias Beckman, Creative Director, Ebb/Linderoths
"Emmy possesses the unique ability to seamlessly switch between strategic thinking and generating a plethora of ideas and solutions to any given problem. She not only demonstrates a keen interest in and drive for strategic decision-making, but also goes above and beyond in translating those decisions into the overall customer experience through compelling storytelling that integrates both design and content. In short, she cares about the big picture.”
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Sanna Granqvist, UX/Digital Designer, Welcom
"After having worked with various copys, Emmy stands out by demonstrating an exceptional ability to take a holistic approach to projects and having a vision that elevates the quality of all assignments, from conceptualisation to final copy and delivery. Additionally, she possesses the skill to simplify complex topics and convey them in relatable and easily comprehensible language. Above all, working with Emmy is a delight due to her warm and amiable personality.”
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My Johansson, Production Manager, Sould Brand & Design
“Emmy is a remarkable idea generator, endowed with an innate ability to infuse captivating and original energy into every project she tackles. She possesses a sharp intuition for animating language and can effortlessly captivate the interest of virtually anyone. Above all, Emmy is very empathetic, quick-to-respond, and broad-minded individual to collaborate with, be it on a specific undertaking or in daily work as a colleague.”
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Fia Schelander, Creative Strategist, Simma Lugnt
"Emmy has such a great attitude towards creativity and her profession. She is determined to find something truly captivating in every project, client, and text – and she won't stop until she finds it. So, it's not a question of IF Emmy will find that uniquely fascinating aspect of a business, but rather when.”
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Lena Wall, Creative Team Leader, Lindex Global Marketing
"Emmy is a wise, quick-witted, and skilled copywriter who we have had the pleasure of working with. As an added bonus, she has plenty of TV series and movie recommendations to offer!”
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Lena Kling, Project Manager, Linderoths
"Working with Emmy is an absolute pleasure! She exudes a remarkable level of dedication, creativity, attentiveness, and intelligence. And she always delivers! As a project manager in my operational role, I am incredibly grateful for her contributions to our team.”
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Pierre Chamat, Founder, Why Buddha
“If you want to outshine AI by a mile and get ideas and texts that actually sell with the right DNA—then I use Emmy. Another one of her strengths is that she writes native-level English and Swedish, a true dream for me and my clients. Last but not least, it’s fun and we share lots of laughs along the way!”
Branding is hard to measure, but here are som numbers I’ve picked up along the way.
4 mths
Creating a brand from start to
finish. Client: Newbody Family
60%
Increase in leads compared to
previous year. Client: Frivision
101%
Increased conversion rate compared
to previous year. Client: Frivision
11%
Increase in sales after rebranding
and copy. Client: Newbody
34% → 49,54%
Increased opening rate for online
emails. Client: ICA Reklam, Nära
2,4% → 9,29%
Increased click rate for online
emails. Client: ICA Reklam, Nära
5170%
Increase in online sales compared to previous customer appreciation day. Client: ICA, Nära
1500
Followers in a week.
Project: @Ordrättvisan