26.10.21
|
Anneli Xie

Simplifying the complex: Designing for Norbite

How do we convey complex information in a simple and easily digestible format? This was the question that students at Medieinstitutet tackled while re-defining the brand identity for Norbite, the runner-up in the 2021 Creative Business Cup Sweden.

Since placing second in the Creative Business Cup Sweden 2021, Nathalie Berezina – CEO and Founder of Norbite – has kept busy. In May 2021, Norbite was accepted into the ESA-BIC space incubator, and Berezina been featured in a wide range of Swedish news outlets, ranging from Expressen to NyTeknik.

But behind the scenes, a re-brand of the start-up was being tackled in a digital design challenge held by xPlot’s creative director, Hossein Lavi. During only three weeks, students in the Digital Content Designer program at Medieinstitutet were asked to re-design the Norbite website and corporate identity. With guiding principles from Berezina, 30 students, divided into eight groups, set out to create a visual identity that aligned with Norbite’s values and principles. We sat down with the winning team and the two runner-ups to talk about form, function, and how to communicate winning ideas to a sometimes skeptical audience.

Norbite infographic designed by Lisa Örtlund, Katarina Montnémery,
Pernilla Kullner, and Adam Ericsson.


By means of an insect-based biorefinery, using the plastic-digesting larvae of the Galleria mellonella moth, Norbite can upcycle and transform plastic waste into sustainable goods, such as feedstock for agriculture (and nutritious food for humans), as well as fertilizer and make-up, to name a few. At the heart of it, Norbite uses science to solve one of the world’s most pressing issues – plastic waste, consumption, and climate change; but the process is complex and can be difficult to understand. (Read more: A green revolution with plastic-digesting larvae: This is Norbite

“We got to spend an hour with Nathalie at the start of the digital design challenge, just to pick her brain,” explains Lisa Örtlund, the cartoonist and illustrator who was the head responsible for creating illustrations in her team. “The current website has a lot of potential, but we thought it was difficult to really grasp what Norbite is all about by just reading what’s on there,” she continues. Her teammate, Katarina Montnémery – entering into the project with a background in publishing and customer-business relations – continues: “Yeah, I think as soon as we got to hear from her and ask questions and so on, we were all just mind-blown, really” she says. “There was this moment after Nathalie left class where we were like ‘wow, what a revolutionary idea!’ – and we thought it was such an interesting topic to work with.”

Norbite visual identity proposal, designed by Lisa Örtlund, Katarina Montnémery,
Pernilla Kullner, and Adam Ericsson.

Many of the students had never encountered Norbite – or similar ideas – before. “I was like, ‘this sounds so cool – but I don’t get it!’”, says Mikaela Eile – head responsible for the UX design in her team – laughing. “But it was really fun for us to familiarize ourselves with a sector of work that’s so far from what we’re used to. There needs to be a level of understanding when designing for a client, and that process of research and digging deeper into the insect and plastic industry was something I really enjoyed,” she continues. Her colleague, Sofie Dagsberg, who designed the logo and was responsible for the brand identity in their group, explains that the complexity of the process was the biggest challenge, too. “Our focus throughout the entire process was to create a website that was easy to understand, even at first glance, because the actual insect-based biorefinery process is so complicated,” she says. “We wanted the website and visual identity to be quite minimalistic to reflect a professional and trustworthy process that was still concise enough to understand.” Alexandra Belfrage, the team’s copywriter and head of UI-design chimes in: “Using lots of white space and being very specific about what fonts we were using created a website that felt professional, yet simple,” she says. “But we were also keen to bring forward the fact that while Norbite uses technology that is very high-level, they’re working to solve real-life problems, so when I was copywriting, I tried to integrate some humor to ground their process and make it more human.”

Logotype proposal, designed by Sofie Dagsberg, Mikaela Eile, and Alexandra Belfrage.

As it turns out, the human aspect was a lot more important than one might expect. When Lisa Örtlund, Katarina Montnémery and the rest of their team sent out a form to survey how their communities felt about an insect-based upcycling of plastics, responses were varied and polarizing. “There were really strong reactions at both ends of the spectrum,” they explain. “Some were really positive and accepting, thinking that this is our future and something we need to get used to, while others thought it was disgusting and something they felt icky about.”

To combat the controversy around the upcycling of insects, the three teams all had somewhat similar strategies: focusing on the technical aspects of the process, the environmental good of the end products – and showing as little photos of the Galleria mellonella larvae as possible (or in some cases, even by making them cuter). “The representation of the larvae was something we struggled with,” says Mikaela Eile. “It felt obvious to us that they needed to be included since they are such an important part of the process – but showing photos of, you know, a whole pile of larvae felt like it’d be off-putting for many,” she smiles. Instead, their group opted for an illustrated representation of the Galleria mellonella, whereas other groups chose to exclude the larvae completely.

The Galleria mellona, here represented in Norbite’s “sustainable cycle,”
designed by Mikaela Eile, Sofie Dagsberg, and Alexandra Belfrage.


So how do we communicate something so reactionary – but perhaps necessary – as the potential for using insects in several different aspects of food production?

For the winning team, consisting of Daeun Jeong, Emma Frank, Martina Axtelius, and Sandra Runbert, the answer was found in a compelling visual identity blending science, technology, and nature. Coming together from different backgrounds, with Sandra being a graphic designer, Emma having a background in marketing and communications, Daeun having several years of experience as an artist and art curator, and Martina being a freelance stylist – the team designed a new logo, iconography and infographics, as well as a brand new visual identity for Norbite.

“Our biggest aim was to simplify everything. The process, the brand identity, and the visuals. We wanted it to be concise and easy to understand for any audience,” Sandra explains. “At the same time, since the main target group was investors, we wanted the website and brand identity to exude a feeling of legitimacy and professionalism,” Emma adds. 

Norbite logo proposal, as designed by Daeun Jeong, Emma Frank, Martina Axtelius, and Sandra Runbert.


The logo is shaped to resemble the wings of a moth – six wings, representing the six branches of upcycling that Norbite does, turning plastic into: food for human beings, medicine, pet food, chitosan as elicitors, fertilizer for organic farming, and skin care and cosmetic products – while the transparency gives a nod towards the plastic that is being upcycled. “The logo uses a combination of three colors – a blue, representing technology, a green, reflecting sustainability and nature, and a yellow which inflicts a feeling of hope,” says Daeun, who was head responsible for the logo. “The transparency of the wings also adds a layer of movement; as in that Norbite is the future – and we’re slowly getting there. It was important for us to find a visual combination of the high-tech process that Norbite has, with their environmental mission and tangible solutions that could have a great impact on our everyday life.”

Ad proposals, as designed by Daeun Jeong, Emma Frank, Martina Axtelius, and Sandra Runbert.


As such, the group settled for a playful visual identity that, despite its professional look, feels natural, playful, and human. “It was all about accessibility for us. The website and Norbite’s branding needed to be informative, casual – and thus also normal and down-to-earth,” Emma says. 

“Our front page image, for example, shows a plastic bottle being taken over by nature; with some larvae action going on. It evokes a feeling of naturalness in regards to the process and promotes this feeling of environmental good that is very important.” Sandra adds that they were also very conscious about whether or not to show the larvae. “People freak out! They’re like ‘uhm – am I supposed to eat that?!’” she laughs. “Yeah, there’s simply no need,” Daeun adds. “There are better ways to represent them visually. We chose to focus on the scientific process and the end results, and illustrated the larvae instead of using photos of them, in order to include them but not make them central to the visual identity.”

The front page, as designed by Daeun Jeong, Emma Frank, Martina Axtelius, and Sandra Runbert.


The team ended up scoring the highest out of all eight groups. “We are so honored,” Emma says. “Our classmates did such a good job and we’re happy we could put our minds together and create something beautiful together.”

––––––––––––––––––––––––––––––––

Cover image infographic via Daeun Jeong, Emma Frank, Martina Axtelius, and Sandra Runbert.


9.9.21
|
Anneli Xie

DARE Stories: Upcycling plastic waste into healthy food with Nathalie Berezina of Norbite

Welcome back to DARE Stories – the series in which we invite your favorite entrepreneurs to tell their own story. This week, Nathalie Berezina – Founder and CEO of Norbite – tells us about finding innovative solutions to solve world problems.

Read more
31.8.21
|
Anneli Xie

Calling all Creative Entrepreneurs:Join the GovTech Challenge!

Open call for creative entrepreneurs, startups and smaller IT companies. Pitch your most innovative idea for a digital match-making platform in this collaborative GovTech PubSec challenge from Creative Business Network and the City of Copenhagen.

Read more
30.8.21
|
Anneli Xie

Nature, craftsmanship, and sustainability in focus at UFA 2021

The finalists of the 2021 Unicorn Fashion Awards offer glimpses into the future of fashion. With designers spread across the globe, craftsmanship, innovation, and nature keep them united.

Read more
12.8.21
|
Jonathan Wintoft

#RRCrossingBorders - Elin Beckman

What drives Elin Beckman forward is the enormous pleasure of playing music and making a dance floor happen “DJ:ing for Crossing Borders was such a pleasure and honor and I really loved the initiative."

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9.8.21
|
Anneli Xie

#RRCrossingBorders: New Ways of Play – Innovating with Phlay

An interactive media technology that changes how we act, think, and feel about branded content, Phlay engages audiences in an innovative way. During this week’s episode of Recap & Rewind, we revisit Mario Amura – Phlay’s Founder’s – presentation.

Read more
5.8.21
|
Anneli Xie

A Green Revolution with Plastic-Digesting Larvae – This is Norbite

The life of a plastic bag is glorious by no means. Used for an average of 12 minutes, the plastic may take up to 1000 years to decompose. But factor in 100 wax moth larvae and a plastic bag is digested in 24h. Too good to be true? Nope. Meet Norbite.

Read more
3.8.21
|
Anneli Xie

Daring, Adventurous, Radical, and Eccentric: Welcome to UFA 2021

Hosted by DARE Clan and ERA-KI, the Unicorn Fashion Awards seeks to find and promote emerging fashion designers to an international platform through a 4-12 month long accelerator program. Let's dive deeper into the UFA process.

Read more
29.7.21
|
Anneli Xie

#RRCrossingBorders: A Psychological Approach to Creativity

Getting out of a creative rut can be overwhelming. How can psychology help us harness our brain's energy? In this episode of Recap and Rewind – a look back at our annual event, Crossing Borders – we let psychologist Pär Säthil tell us the answer.

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26.7.21
|
Anneli Xie

DARE Stories: New psychology for a daring artistic life with Pär Säthil

How can psychology help foster creativity? How do we kick-start our creative processes? In this week's DARE Story, Pär Säthil – writer, psychologist, and former musician – tells us all about the intersection of psychology, creativity, and bravery.

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22.7.21
|
Anneli Xie

This is TAI and SafariSeat – the Swedish start-up ranking no.3 in the world

During #BRIGHT21, 80+ countries competed in the Creative Business Cup to be crowned the best creative entrepreneurs in the world. TAI/SafariSeat – representing Sweden – claimed the bronze, ranking them the third best start-up in the world!

Read more
20.7.21
|
Anneli Xie

#RRCrossingBorders – New Ways of Storytelling with Natural Pengu

During this episode of Recap and Rewind – a look back at our annual event, Crossing Borders – we catch up with Markku Lorentz of Natural Pengu to talk storytelling, heroes, Dungeons & Dragons, and the power of the internet.

Read more
19.7.21
|
Anneli Xie

DARE Stories: Changing Lives, Changing Culture – Kamal Aubakirov and 360 Mentors

In this episode of DARE Stories, Kamal Aubakirov tells the story of 360 Mentors: an educational organization changing the lives of youth in Kazakhstan by helping them prepare for college.

Read more
15.7.21
|
Anneli Xie

#RRCrossingBorders – What is FemTech? And why should we care, anyway?

On this episode of Recap & Rewind: FemTech and its importance in the modern entrepreneurship ecosystem. How do we render a new social reality of services, products, and design to support women’s health? And what really is FemTech, anyway?

Read more
12.7.21
|
Anneli Xie

DARE Stories: Raul Romero and Yakera

Welcome to DARE Stories – a new series hosted by xPlot in collaboration with creators all over the world. Here, we let creative entrepreneurs tell their story – of daring, of innovating, and building their own. First out: Raul Romero and his Yakera.

Read more
5.7.21
|
Anneli Xie

#RRCrossingBorders: Social Infrastructure and the Importance of Third Places

Welcome to Recap and Rewind – a look back at our annual event, Crossing Borders. First out is a discussion on urban design and the importance of creating third places – all through a lens of community, creativity, and CultureHouse.

Read more
30.6.21
|
Anneli Xie

#BRIGHT21: SafariSeat in the Global Finals of the CBC!

SafariSeat, the winners of Creative Business Cup Sweden 2020, are one of the top six creative start-ups in the WORLD! Today, June 30th, they're making their final pitch in the Global Finals of the Creative Business Cup, held virtually at #BRIGHT21.

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28.6.21
|
Anneli Xie

#BRIGHT21: Footprint Level®, Smart Fashion – and much more!

#BRIGHT21 is a three-day virtual event running from 28 June – 30 June that will change your perspective on entrepreneurship and creativity. Join us to talk fashion and see Footprint Level® – winner of Creative Business Cup Sweden – take on the world!

Read more
25.6.21
|
Jonathan Wintoft

Onwards and Upwards: the xPlot Journey Continues

The Crossing Borders event showed us the endless possibilities stemming from the Cultural and Creative Industries. This summer, we’re picking up on loose ends and tying it all together.

Read more
21.6.21
|
Anneli Xie

The future is BRIGHT – and so is Smart Fashion

In a week – on June 28th to 30th, 2021 – Creative Business Network is hosting their annual conference, #BRIGHT21. Of course, xPlot is joining in on the fun! On June 30th, tune in to hear our thoughts on the future of the fashion industry.

Read more
10.6.21
|
Anneli Xie

Crossing Borders, Taking Risks: All We Learned About Hybrid Events

On the 19th of May, we did something we’d never done before – we hosted a full-blown, international, hybrid event. Thank you to all who came! We had a blast and we hope you did too. Here’s what we learned.

Read more
30.5.21
|
Anneli Xie

Building Climate Resilience Through Communication with Footprint Level®

How do we build a climate resilient future amidst our ongoing climate catastrophe? We talk to Footprint Level® – the winner of Creative Business Cup Sweden 2021 – to see how their company contributes to the greater good of our climate, world, and us.

Read more
20.5.21
|
Anneli Xie

...and the winner is: Footprint Level!

After an intense and enthralling final of the 2021 Swedish Creative Business Cup, Footprint Level – under the lead of Mats Huss – emerged as the winner!

Read more
18.5.21
|
Anneli Xie

...and finally, meet the finalists!

TONIGHT, during our annual get-together, we present the winner of Creative Business Cup Sweden! Curious to hear more? Meet this year’s jury and our impressive top two finalists!

Read more
18.5.21
|
Anneli Xie

Meet the Speakers: Markku Lorentz and Pengu Studios

What kind of hero would you like to become? In Natural Pengu, Markku Lorentz explores the concept of cooperative storytelling of real-life, albeit virtual, humans, crossing the borders between life online and life offline. But how? Let's see..

Read more
15.5.21
|
Anneli Xie

Meet the Speakers: Haruna Katayama, FemTech Analyst

How do we render a new social reality of sex? Why is it important? Meet Haruna Katayama, FemTech Analyst, on her journey to democratize sexual pleasure and to normalize women’s sexual health.

Read more
14.5.21
|
Anneli Xie

Meet the Speakers: DARE CLAN and Riccardo Aimerito

DARE means courage, bravery, and risk. To Riccardo Aimerito, DARE is also an acronym for DYNAMIC, ADVENTUROUS, RADICAL, ECCENTRIC. How do we revolutionize the Cultural and Creative Industries through these four principles? Time to meet the Dare Clan.

Read more
12.5.21
|
Jonathan Wintoft

Meet our DJ: Elin Beckman

Crossing borders and breaking the glass ceiling; on May 19th, we bring you Elin Beckman, DJ Extraordinaire! Read more about Elin Beckman; and most importantly – get ready to get grooving.

Read more
12.5.21
|
Anneli Xie

Meet the Speakers: Mario Amura and Phlay

Internationally acclaimed cinematographer and photographer Mario Amura is crossing borders in many ways. Most recently, by delving into the world of rhythmic-visual performativity and human-computer interaction. Let’s take a look!

Read more
3.5.21
|
Anneli Xie

Meet the Speakers: Pär Säthil – The Brave Creative

Creativity and psychology might benefit more from each other than we think. On May 19th, xPlot welcomes Pär Säthil, psychologist, writer, and former musician, to speak about how psychology has the power to unlock creative action.

Read more
30.4.21
|
Anneli Xie

Meet the Speakers: gener8tor and its Motown Musician Accelerator

On the Swedish CBC Finals on the 19th of May, xPlot welcomes Chelsea Linder from gener8tor and Suai Kee from gener8tor’s Motown Musician Accelerator, to speak about the creative economy and the music industry in the United States and globally. 

Read more
23.4.21
|
Jonathan Wintoft

Calling all creative entrepreneurs: Join the Creative Business Academy!

The winner of Creative Business Cup Sweden does not only get to represent Sweden at the Global CBC Finals in June, but also snatches a spot in an exclusive training program for creative entrepreneurs: the Creative Business Academy!

Read more
22.4.21
|
Anneli Xie

Meet the Speakers: Aaron Greiner – Founder and Director of CultureHouse

On the Swedish CBC Finals on the 19th of May, xPlot welcomes Aaron Greiner, founder and director of CultureHouse, to speak about the importance of social infrastructure and how free pop-up community spaces can make a lasting impact.

Read more
19.4.21
|
Anneli Xie

A mask start-up shows its face: Mymic wins the Swiss Creative Business Cup!

The Creative Business Cup is currently in full bloom, sprouting new and exciting innovations from all over the world. As part of an international network of 80+ countries, xPlot helped pick the winner in Switzerland last week. Let's check them out!

Read more
12.4.21
|
Anneli Xie

5 Reasons to Apply to the Creative Business Cup!

Time to put your thoughts into action – here’s five reasons YOU should apply to the Creative Business Cup!

Read more
8.4.21
|
Anneli Xie

Expert Input on the Elements of Entrepreneurship Ecosystems: A Chat with Dr. Jasna Pocek

At xPlot, we believe in the collective power of the entrepreneurship ecosystem. But what is an entrepreneurship ecosystem, really? We ask researcher and scholar Dr. Jasna Pocek to explain and elaborate.

Read more
20.3.21
|
Anneli Xie

The StoryTourist Story: From the Creative Business Cup to a Successful International Enterprise

In 2019, Johanna Forsman and Andreas Jansson of StoryTourist won the Swedish Creative Business Cup. At the Global CBC, they championed their category. We talk with Forsman to talk CBC, StoryTourist, and the importance of cultural entrepreneurship.

Read more
16.3.21
|
Anneli Xie

10 years, 10 webinars: Happy birthday, Klump!

Start the week fresh with inspiration – enjoy daily visits to Klump cultural incubator to learn and discuss cultural entrepreneurship with knowledgeable guests and passionate speakers. The webinars are informal, informative, and completely free!

Read more
10.3.21
|
Anneli Xie

Applications to the 2021 Creative Business Cup are now OPEN!

Dreaming of growing your creative endeavors? Thinking about starting your own business? Ready for the opportunity of a lifetime? Join the annual Creative Business Cup and turn your thoughts into action! We are here to guide you along the way.

Read more
5.3.21
|
Anneli Xie

Social Learning Enhances Entrepreneurial Education

How can entrepreneurial education benefit from social learning; and what really is social learning? In an academic study of one of xPlot's previous ventures – Barcamper – we may find the answers to our questions.

Read more
23.2.21
|
Anneli Xie

Welcome to the creARTive Sessions!

On March 4th, 2021, The creARTive Sessions begin! Aiming to promote and facilitate the exchange of knowledge and experience amongst entrepreneurs within the Cultural and Creative Sector, this is a digital series you do not want to miss.

Read more
8.2.21
|
Anneli Xie

xPlot & creARTive are joining Folk & Kultur 2021!

Reset and recharge; let’s have some fun! On February 10–12, 2021, you can join xPlot at the fourth annual – and first digital – Folk och Kultur! 250 activities packed into three days of fun and festivities; and best of all, it’s completely free!

Read more
18.1.21
|
Katarina Scott

69 different fundings you can apply for during 2021!

Do you need to finance a project in 2021? Navigating the Creative & Cultural industries for funding just got a bit easier.

Read more
8.1.21
|
Anneli Xie

From Barcamper to TIME Magazine: Kirill Noskov on Growing IAMRUNBOX

Even during a tumultuous year of COVID lock-downs and economic uncertainty, Kirill Noskov – founder and CEO of the backpack company IAMRUNBOX – has achieved momentous success.

Read more
24.11.20
|
Lars Mattiasson

Join our innovative educational program - Creative Business Academy

xPlot and Creative Business Network launch an international educational program for the Creative Industries.

Read more
5.10.20
|
Hossein Lavi

Lunds kommun och Lundasupport bjuder in till webinar!

Välkommen att delta vid ett interaktivt event om finansiering och ekonomi i det nya normala. Oavsett om du driver en startup eller ett etablerat företag så hjälper vi dig att reda ut begreppen och se möjligheterna.

Read more
28.2.20
|
Lars Mattiasson

What can entrepreneurs learn from athletes about sustainable development?

In order to create the companies of the future, entrepreneurs need to learn about personal sustainability. For this reason, we’ve invited four top athletes to join the Swedish final of the Creative Business Cup.

Read more
21.1.20
|
Elinor Valfridsson

5 reasons why you should apply for Creative Business Cup 2020

Gather your thoughts and sharpen your pens, because the applications for CBC (Creative Business Cup) are open!

Read more
9.1.20
|
Lars Mattiasson

Apply to the Creative Business Cup!

We can help you take your business idea to the world together with investors, business coaches and a massive international network!

Read more
3.12.19
|
Elinor Valfridsson

What is Creative Business Network and what’s xPlot got to do with it?

To support the entrepreneurs in our network, we’ve, therefore, joined forces with Creative Business Network, a global organization whose main focus is to support startups in the creative industry.

Read more
30.10.19
|
Hossein Lavi

Be Here Then - an xPlot story is borne.

Ever wondered how the old train station looked like or how the main city square was used 200 years ago? In October, one of our startups who made it to xPlot's national finals during 2018 launched their time machine app in the city of Lund in Sweden.

Read more
30.9.19
|
Nida Aslam

Nida from Pakistan collaborates with xPlot in opening a new Creative Business Network in Pakistan.

I have always believed that good design and creativity can help solve the most complex problems in the world.

Read more
10.9.19
|
Lars Mattiasson

The Brewhouse Award 2019.

Compete for SEK 20,000, business coaching, marketing, mentoring and other profits that will bring you to fruition.

Read more
5.9.19
|
Lars Mattiasson

Incubators for culture & creative industries join forces in a national organization.

Sweden's incubators for culture and creative industries gathered at Brewhouse's cultural factory to form a new association for incubators within the culture and creative sector.

Read more
19.6.19
|
Lars Mattiasson

Creative Business Cup Global Finals in Copenhagen July 1-2.

Creative Business Cup National Competitions are organized in more than 70 countries, sending winners annually to the Global Finals in Copenhagen. ​

Read more
5.6.19
|
Lars Mattiasson

Winner of Creative Business Cup Sweden sharpens her pitch before the Global Finals in Copenhagen.

Johanna Forsman, co-founder of Story Tourist takes part in the Baltic-Nordic Bootcamp June 4-5 in Helsinki.

Read more
10.5.19
|
Hossein Lavi

And the winner is…Story Tourist!

We are happy to announce the winner of Creative Business Cup Sweden. Next step for Story Tourist is the global finals in Copenhagen the 1-2 of July.

Read more
2.5.19
|
Lars Mattiasson

From a film festival to a multimedia opportunity valley.

The story about a small Italian village that became a leading film and multimedia hub. On the 8th of May, you will hear the full story from Luca Tesauro, CEO of Giffoni Innovation Hub

Read more
29.4.19
|
Hossein Lavi

Meet our exciting finalists!

Fierce competition and strong inflow of applications made it really hard for the jury to evaluate and choose the finalists for the 8th of May in Lund.

Read more
25.4.19
|
Hossein Lavi

Many thanks to all the startups who applied to Creative Business Cup Sweden 2019.

Next, the finals 8th of May at Mejeriet in Lund.

Read more
27.3.19
|
Hossein Lavi

Do you want to speed up your access into an international market?

Apply today to the Creative Business Cup Sweden and check if your idea has the potential to succeed globally.

Read more
15.3.19
|
Lars Mattiasson

Here we are, with *great news* for you!

On the 4th of April in Stockholm, the Sweden Demo Day will take place!

Read more