Work

The work changes register because the organizations do.

Across independent studies, founder-built businesses, client work, and original projects, the same discipline applies: find the central idea, then carry it through language, identity, experience, and execution.

Selected Work

Strategy, made visible.

Five projects showing how positioning can govern everything that follows—from the words on the page to the experience around them.

Project status: FOUNDER-BUILT AND OPERATED

Weston Ivy League

A specialized local service business built from proposition and pricing through acquisition, customer experience, operations, and delivery.

Every plant is removed by hand, including runners, roots, and mature vines. Ultraviolet inspection helps find growth that is easy to miss in ordinary light.

Capabilities: BUSINESS DESIGN · BRAND STRATEGY · SERVICE DESIGN · OPERATIONS

Visit westonivyleague.com

Corner lot after clearing, showing bare ground and a stone wall with no vines

The same corner lot before clearing, covered in dense poison ivy and vines

Before — overgrown

After — cleared

Compare before and after

The trailer. For a poison ivy removal company.

The real merch. “If you've got the weed, call the Big Swede.”

Mock film poster titled 28 Rashes Later showing a man in protective gear in a wooded yard — 28 Rashes Later. One man. One yard. Zero clue.

Mock film poster titled Midsommar 2: A Weston Midsommar with a figure in a floral wreath in bright daylight — Midsommar 2: A Weston Midsommar.

Project status: INDEPENDENT STUDY

The Dudley Chateau

A new digital identity for a beloved pond-side bar—useful, culturally specific, and confident enough to be funny without turning the place into a joke.

Capabilities: VERBAL IDENTITY · HOSPITALITY STRATEGY · DIGITAL EXPERIENCE · CREATIVE DIRECTION

View the independent study

Homepage of The Dudley Chateau website study, showing a pond-side bar photograph and menu links

Project status: CLIENT WORK

Dr. Kristen

A calm, credible digital presence shaped around the needs of a highly personal professional practice.

Capabilities: POSITIONING · CONTENT STRATEGY · DIGITAL EXPERIENCE

Visit drkristen.phd

Homepage of the Dr. Kristen practice website, showing a portrait and introductory text

Project status: INDEPENDENT STUDY · IN PROGRESS

Weston Country Club

A restrained digital concept for a classic New England club, positioning golf as the anchor of a larger institutional life.

A self-initiated exploration of positioning, design and digital experience, presented under a concept name. Not commissioned or endorsed by the organization studied.

Capabilities: POSITIONING · DIGITAL EXPERIENCE · EDITORIAL DESIGN · PRODUCT THINKING

View the study in progress

Homepage of the Weston Country Club website study, showing a golf course header and navigation

Project status: INDEPENDENT STUDY · IN PROGRESS

Weston Tennis Club

Reframing a tennis-led club around the relationships and multigenerational value that deepen over time.

A self-initiated exploration of positioning, design and digital experience, presented under a concept name. Not commissioned or endorsed by the organization studied.

Capabilities: RESEARCH · POSITIONING · INFORMATION ARCHITECTURE · DIGITAL EXPERIENCE

View the study in progress

Homepage of the Weston Tennis Club website study, showing tennis courts and navigation

The Wider Practice

The format follows the idea.

Some ideas require a website. Others become a business, a film, a song, a publication, or an entire fictional world.

Project status: INDEPENDENT BRAND FILM

Venti Technologies

A marketing trailer for an AI-powered autonomous vehicle logistics company.

Made unprompted for a neighbor’s company because the idea was there. She didn’t ask for it, but loved it. The film was unpaid and noncommissioned.

Capabilities: CONCEPT · FILM · EDITING

Project status: ORIGINAL PROJECT

Gas Daddy

A fuel startup didn't need a country persona with a film catalog. Gas Daddy got one anyway.

A cashier at the grocery store recognized Krister for the songs, not the fuel business. He said they were playing them at the high school.

Capabilities: NAMING · BRAND CREATION · FILM · MUSIC · CAMPAIGN DIRECTION

Project status: ORIGINAL PROJECT

Cape Cod Demon Hunters

Korea has K-pop. Cape Cod has this.

A three-year-old tried to say “K-pop Demon Hunters.” It came out “Cape Cod Demon Hunters.” Eight tracks later, the idea is becoming a musical.

Capabilities: WORLDBUILDING · WRITING · MUSIC · VISUAL DIRECTION

Illustrated demon-hunter trio in a battered car beneath a vivid pink sunset — Cape Cod Demon Hunters

Neon-lit drive-through at night reflected in wet pavement — Drive Thru

Three blood-streaked demon hunters before a lighthouse and full moon — High Tide

Masked driver and woman in a car at night beneath a distant water tower — Anchor the Ghost

Project status: WRITING AND INQUIRY

Against Zero

Against Zero is a Substack on the phenomenon, consciousness, and cosmology.

I got there the same way I get everywhere: a cold email.

From work at IFC, Krister went on to help stand up the Sol Foundation, including work on its conference, fundraising, research, operations, and an online course. After Sol, he began Against Zero.

Capabilities: RESEARCH · SYNTHESIS · LONG-FORM WRITING

Read on Substack

Currently writing: Against Zero — the novel. In progress.

From strategy to authorship to execution.

SVENSSK works across disciplines because organizations do not experience their positioning, language, technology, and design as separate problems. The value lies in making them reinforce the same idea.