In this exclusive interview, we sit down with Johanna Augustin - CEO and Managing Partner at Pond Design - to explore her unique journey from Gothenburg, Sweden, to the forefront of the design world. With a background spanning interior design, fashion, and branding, Johanna’s passion for storytelling shines through in every project. Join us as she reveals the challenges, inspirations, and big dreams that continue to fuel her creative success.

Tell us a bit about your role! Is there a “typical” day?

Typical for me is jumping between different projects across a variety of categories, so no two days are the same. Often they include strategic design discussions with clients – on how to build a product portfolio for growth, for example, or how to expand from one target group to another using packaging design.

A key focus for me is working with the team to enhance our creative output. Whether that’s through boosting, inspiring and applauding them, or by offering ideas. Sometimes my ideas are silly, sometimes interesting (and hopefully sometimes smart too). I thrive on bringing our creative ideas to life and delivering the best work possible. 

What is your personal background and what role did it play in your career?

Born in Gothenburg, Sweden, I went on to study at the Stockholm School of Economics – but I quickly realised that I needed creativity in my life, so I took a break to work with an architect, and then at an interior design gallery.

After completing my economics degree, I moved to Milan to study fashion management at Bocconi. My first big break was at fashion magazine Bon, where I discovered a love for culture and storytelling which has remained at the heart of my work.

From there my career has spanned interior design, architecture, branding, and retail – and now I’m fortunate to have found my passion in packaging design (which is my focus at Pond Design). The journey has shown me the importance of a 360-branding experience and the ‘red thread’ that creates consistency across all touchpoints. 

What was the biggest challenge in getting to your current position?

Firstly, overcoming nerves. To get to this point in my career I’ve had to put myself out there, whether that’s through speaking at events, networking, presenting. I used to try to suppress my nerves, but I’ve now learnt to embrace them. It’s okay to be nervous – it’s human!

Secondly, realising that the path isn’t linear. A key lesson I’ve learnt is the value of experiencing different roles to gain a true understanding of my field. I’ve had to shift and adapt along the way, but that’s how I’ve developed my skillset.

What is your biggest career-related win? What is your biggest loss?

My biggest career win was a very successful first pitch with my team for Semper babyfood – I was so excited. We then went on to win Malmö Chocolate Factory and Absolut as clients. My CEO at the time started calling me ‘the one-hundred percenter’ because I won all of my pitches for two years. The way we won clients was always a mix of business strategy and creativity, but what really made it work was the passion of our team.

On the flip side, my biggest loss was when I came second in a pitch for a brand that I really liked. We were so close – just missing out to one of eight agencies – and it stung because we knew we were onto something great. We’d put in so much work, late nights, digging deep to find the perfect solution, and then we fell at the final hurdle. It was tough. But you have to brush yourself off and keep going, there’s always a new challenge waiting around the corner.

Which individuals and/or agencies do you gain inspiration from? Do you have any heroes in the industry?

I love the team at Italian agency Auge. Miriam and Davide, the creative leads, are so full of vision and energy. We have a like-minded approach to driving creativity and growth.

What advice would you give to your younger self?

Trust your gut – it’s almost always right! Never settle, because having that constant drive to refine and improve your work is a strength. And most importantly, cut yourself some slack. I’m constantly telling my oldest daughter that it takes time to achieve big goals, and you need to give yourself the time and space to get there. 

If you weren’t in your current industry, what would you be doing?

It’s hard to imagine doing anything else, but if I wasn’t telling stories through brand, I’m sure I’d find another way to tell them.

My love of storytelling came from working at a fortress on Sailor’s Island when I was a teenager. I gave tours and told stories – some spooky, some historical. It taught me how to captivate an audience.

One of my dreams is working in a museum and bringing old stories to life. I love imagining how people lived in the past. When I walk around my city of Stockholm, I find myself picturing what it would look like in medieval times – seeing people dumping waste out of their windows. I discovered that’s where the phrase “look up” comes from. Gross, but fascinating.

What’s your one big dream for the future of the industry?

I took my children to the Nordic museum recently, to an exhibition on travelling through time, with fridges stocked with nostalgic brands that took me back to my childhood. It made me think about how these brands form such a strong part of our lives.

So, my big dream for the industry is that we push for more thoughtful, meaningful design for the brands that are invited into our homes and everyday lives.  

What are your top tips for aspiring creative professionals?

Be yourself, be empathetic, and stay calm.

What are your top tips for other creative leaders?

Have fun! Events like Pentawards and D&AD are fantastic opportunities for the industry to come together and celebrate.

Find ways to be more sustainable in your work – especially with packaging design. The more collective energy we put into this, the bigger the impact we can make. So, let’s find new, innovative ways to move forward together.

When you think about your team, what is the thing that matters to you the most?

The most important thing is our culture – it’s rooted in Swedish values, which means we don’t follow rigid hierarchies you often find elsewhere. Ideas can come from anyone, anywhere, and we make sure they’re shared freely. It brings personality and energy to our work.

We’re also big on getting out from behind the screen. So, we take time to explore – exhibitions, museums, store openings, you name it. We’ve visited cities like Berlin, Tokyo, Amsterdam, Milan, Rome, New York, and Paris, diving into everything from historic museums to modern galleries. That contrast between old and new is where the magic happens for us.

How do you approach collaboration with other creatives or teams and what do you believe makes for successful partnerships?

Collaboration is about keeping things fun and open. We believe in sharing ideas and bouncing them off each other – and having a good laugh. Successful partnerships come down to listening, respecting each other's strengths, and enjoying the process.

What industry trends do you foresee taking hold in the coming months?

Generation Alpha’s love of packaging design is coming in hot – they are dissecting every single detail of a package like pros.

We’ve already seen this take off in the beauty industry where unboxing and haul culture is huge. I think this trend will spread into other categories fast – consumer expectations just keep skyrocketing. They want packaging with personality, and the old tricks won’t cut it anymore. Brands need to be fresh, bold, and ready to adapt.

What do you think sets apart truly exceptional creatives from the rest of the pack?

Creatives with the ability to tie it all together – those who identify a strong idea and build on that. People with curiosity and grit. Grit is the most important trait for an exceptional talented creative.

How do you think technology has influenced the creative industries and how have you adapted to these changes?

We’ve come a long way from hand sketches to Illustrator. Now we’re facing a jump like that again. We’re working on this full speed. Testing, testing, testing. It’s exciting.

How do you prioritise self-care and maintain a healthy work-life balance?

I find myself staring at the sky, the sun, the rain. I don’t plan to, it just happens on an almost daily basis. Maybe it’s my way of relieving stress. I also make sure I spend time with my family. Every day we have breakfast together before we start our days, it’s our little ritual. 

Lastly, I do things that bring me joy outside of work. My husband runs a music label and management company, so we’re always involved in music, going to concerts and festivals. We love staying active, going on long hikes and skiing in the winter – we’re lucky to have so much nature and big forests just around the corner.

How do you handle creative blocks or burnout?

When it comes to creative blocks or burnout, it's all about giving myself the freedom to think without pressure. I’m a big fan of finding inspiration in the world around me. If I’m feeling stuck, I find heading outside for a walk can really refresh my mind. 

Also, spontaneous brainstorming sessions with my team can help spark the best ideas.

Can you describe a moment when you had to think outside the box to overcome a creative challenge?

We were working on a project for Optima Planta – a brand growing herbs with humidity through aeroponics. 

The info we had to work from was so technical – complex articles and data meant for investors and scientists – so it was hard to figure out how to make it relatable for consumers. We were overthinking it for weeks before someone threw out the idea of a "superhero plant”. And just like that, everything clicked.

It was a reminder to "simplify to amplify" – sometimes, trying to be too smart just clouds the message.

Do you have any websites, books or resources you would recommend?

My local book and magazine store, Paper Cut. They have an amazing assortment of handpicked books, magazines, films and gifts from all over the world with a great design feel. Papercutshop.se.