Frida Roberts is a brand strategist and the CEO of Söderhavet, a brand and design agency based in Stockholm. With over twenty years of professional experience working in international environments, and with a digital core, Frida has developed a deep understanding of branding and communications – including nation/place branding – and of today’s business arena.

Frida is passionate about developing brands and organizations to be responsive to the world around us and to evolving trends and customer behavior, to develop a cultural mindset, the teams and capabilities required to successfully maneuver in this fast-changing context.