World Standards Day poster 2008

About the artist : Fredrik Lewander

Fredrik Lewander

 

Fredrik Lewander is a Swedish art director and graphic designer whose work includes many award-winning projects in graphic design, logos, corporate identity, packaging, advertising and the Web – in Sweden, Europe and North America.

Fredrik is a detail-oriented creative, a trait that earned him the nickname of “Mr. Pixel” among former colleagues. “The differences in genetic make-up of humans and chimpanzees are less than 2 %," he says. "That in itself ought to make it sufficiently clear that details are quite important.”

In designing the World Standard Day 2008 poster, Fredrik's ambition was to eliminate detail. He comments, "With a theme as complex as Intelligent and sustainable buildings, it is essential to design a poster that is both simple and striking."

Besides having a passion for powerful new ideas, and finding the right packaging for them, Fredrik is a keen angler. If he’s not laying down new floors in his semi-detached house, or managing his eldest son's soccer team, the best chance of finding him is in calm and sun-silvered coves in the Stockholm archipelago, where he will be trying tenaciously to make a sea trout take notice of his feathered, hooked creations. “Come to think of it.., there's not much difference between angling and how advertising and design works,” says Fredrik.