Freja The Dragon is a new upcoming artist, the alter ego of Stockholm native Freja Drakenberg. A singer/songwriter, producer and multi-instrumentalist now presenting her first own project, developed in collaboration with producer Björn Yttling (Peter Bjorn and John, Lykke Li and Primal Scream).

Identity, Art direction, Concept, Social media content, Spotify film concept
The guiding star of the identity was a feeling of ”luxurious indie”. Just as her music, we aimed for an identity with inner strengths and contrasts - cool power and hopeful melancholy. The edgy blink to the 70s created a bold graphic system of the logotype and monochrome patterns with impact in both in stills and moving imagery, a toolbox that easily can be used in films and social media, with strong personality and recognition. A style reflecting and embracing the artist herself and her creations.

Working with Pond Design is easy, stimulating and structured. We relish close collaboration with clients based on openness and honesty, to benefit from each other’s breadth of experiences and expertise.

New Business
Johanna Augustin
+46 732 303 233