Russeprofilering was a four-year design role where I held primary responsibility for shaping visual identities across two connected areas of the business.

The first was profiling graduating student groups, known as “russ”. We guided each group through the full identity process, from naming and logo creation to how the identity translated across garments. This meant thinking about placement, scalability across formats and making sure every group felt both cohesive and distinctive. The work combined branding fundamentals with a strong understanding of youth culture, so the designs resonated socially while staying visually clear and production-ready.

One of the most enjoyable projects was Whiplash, which grew into one of the largest russ groups in Eastern Norway. We went well beyond garments for them, producing extra products like can holders, bandanas and breezer labels, all carrying their logo. The identity worked as a full system rather than a single print.

The second area grew out of something we noticed along the way. Demand for the garments themselves became so high that many people who were not russ wanted them, simply because the quality was so good. That led us to spin out a standalone line, Original Merch, into its own company focused only on selling garments without prints. I developed the logo and overall product identity, creating a visual language that could scale across collections. What began as a complementary offering became a strong, independent product category, showing what happens when brand thinking meets commercially viable design.