User friendly simplicity
with a twist


I'm Åsa Samuelsson, a digital designer and frontend devoloper based in Stockholm, Sweden. I have been working with web design since 2000, and mobile web since 2002. In this portfolio you'll mainly find examples of my freelance work as well as personal projects.

  • Skills
  • Web Design
  • Print Design
  • Illustration
  • Interaction Design
  • Information Architecture
  • UX
  • Usability
  • Accessibility
  • Mobile First
  • Responsive Design
  • HTML5
  • CSS3
  • Wordpress
  • Less
  • Sass
  • Javascript
  • jQuery
  • Ajax
  • PHP
  • MySQL
  • EPiServer
  • Drupal
  • Magento
  • Cold Fusion


I am convinced that good web design focuses on communication rather than decoration alone. For me the perfect website can be illustrated by these stairs. In order to get to the top every step is crucial, it can never be left out. A beautiful design has very little value if it's irrelevant and/or difficult to use.


Here you'll mainly find examples of my freelance work as well as personal projects.

The Digfi:Mix Book

This pocket book is an anthology listing the 100 best albums released 2000-2004. I designed the entire book, and made all the illustrations.

Various client cases and pitches

At the moment I am working as an Interactive Art Director at an agency in Stockholm. Here are a couple of examples from client work and pitches I've made there.

If you want more details about these projects, please contact me.

Friendly Noise Record Artwork

I've made the artwork for two albums and two 3" singles for record label Friendly Noise: compilation album "Splendid Isolation", The Dreamers' "Day for Night", Viktor Sjöberg's "...imagines a house" and Peter Nilsson's "Get Nowhere". "Splendid Isolation" includes artists such as Testbild!, Differnet, Most Valuable Players, The Radio Dept.

FZN: Friendly Noise Magazine

Friendly Noise Magazine is an online magazine that released eleven monthly issues between november 2009 and december 2010. The design aimed for a focused reading experience and was strongly influenced by fanzine/DIY esthetics. I made eveything from design to frontend coding and Wordpress implementation.

SSK: Club magazine and calendar

SSK is a national Swedish club for people who love scooters. I have done my share of club magazines, calendars and graphic profiling. Here is one of my favorite illustrated magazine covers together with the logotype I designed in 2009 and one page from the 2008 calendar. I own a Lambretta Luna (like the orange one in my illustration, manufactured in 1969) and a Vespa Primavera (1981)