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Norwegian Nova fires up Swedish design startup

Norwegian Nova is now expanding its growing agency group further by starting a new total experience design agency in Sweden.

Behind the new agency, Fyr, is also the renowned trio Anna Stefansson (most recently from Sublime), Rodolphe Toots (most recently from Noa Ignite) and Joacim Broström (most recently from Sublime).

With their long experience in design and tech, the new agency will be an important piece of the puzzle in the ecosystem of digital services that Nova is building in Sweden. Together with Cloud Nine, Pineberry, Infunnel and Optimizely specialists Epinova, Fyr will now be part of the foundation of Nova’s Swedish agency build.

FyrNova Joacim Michael Anna Rodolphe

Through the new agency Fyr, we are strengthening Nova with some of Sweden’s sharpest consultants at the intersection of tech and design. Together, we’re creating a design agency that truly understands tech. I’ve known them before and know that they can deliver strategic design solutions that surpass the norm. The wind is already blowing in the company’s direction and I wouldn’t be surprised if they have tripled their staff in just one year,” says Michael Jäderlind, CEO of Nova i

Co-ownership attracts

Behind Fyr are three industry veterans whose paths have crossed several times over the years. The first time was when design and branding agency Söderhavet and Michael Jäderlind’s digital agency, Nansen, shared offices 10-15 years ago. At the time, Anna Stefansson was head of agency at Söderhavet, where Joacim Broström was also an ad, while Rodolphe Toots worked as a system developer at Nansen.

  • One of the many advantages of Nova is that we and everyone we employ can become co-owners if they wish. We see that this is a crucial factor now that we are recruiting both senior and junior staff to help build our new company,” says Anna Stefansson, founder and CEO of
Tech and Design

Anna Stefansson most recently comes from a role as marketing and sales manager at digital agency Sublime. She has previously been agency manager at design and merchandise agency Söderhavet and head of sales at Apegroup, now called Umain and part of Arc. Among the clients she has worked with over the years are Fastighetsbyrån, Klövern, Arla, Cloetta Fazer, Pfizer, Holmen, SCA and Fortum. She will now become CEO of Fyr.

  • At Fyr, we integrate innovation and cutting-edge technology into our design solutions from the outset, in a way that no other agency has done so far. With total experience design as our strategy, we help clients create a stronger brand experience that contributes to internal pride, increased profitability and, not least, love and loyalty from employees and customers,” says Rodolphe Toots, founder and creative technology director at
Digital Experiences

Rodolphe Toots just finished his twelve-year tenure at digital agency Noa Ignite, where he has been working as an account manager for the past few years. Some of the clients he has worked with are the Outdoor Federation, Electrolux, Absolut vodka, Svensk handel, Klättermusen and Bravida. He will now be the Creative Technology Manager at Fyr.

  • We help our clients gain an edge over the competition by delivering a positive, conscious and cohesive experience in their digital interactions with the brand. Together with our partner agencies in the network, we can now offer a complete delivery of all services in the digital ecosystem and create a great overall experience, says Joacim Broström, founder and creative director at Fyr.
Total experience design

Joacim Broström has just left a role as creative director at digital agency Sublime. Previously, he also worked as design director at design and branding agency Söderhavet. Among the clients he has worked with over the years are Riksbyggen, Bosch, Siemens, Företagarna, SF Bio, Skandia and Coop. He will now be creative director at Fyr.

Total experience design (TXD) is a concept that was recently highlighted as an important part of brand building by research and analysis firm Gartner. For Fyr, total experience design means an exceptionally good and coherent experience for everyone who comes into contact with a company or organisation’s brand. This applies to external users, customers and internally among employees.

Expansion continues

The Swedish part of Nova already includes digital and e-commerce agency Cloud Nine, SEO and SEM specialists Pineberry, martech agency Infunnel, which specialises in marketing automation, CRM and digitisation of the customer journey, and Optimizely/Episerver-focused company Epinova, which specialises in web and e-commerce solutions and digital customer experiences.

Further acquisitions and new company establishments are planned in Sweden to make Nova a leader in e-commerce, digital marketing, digital service design and strategic brand development.

Swedish agency behind

Nova’s clients in Sweden include C More, SEB, Granngården, Postnord, Permobil, Volkswagen, Sony Music, Houdini Sportswear, Bemz,, Cylinda, Visma, Efva Attling, Filmstaden, Mercedes and Tetra Pak.

Behind the effort to build Nova in the Swedish market is Nansen founder Michael Jäderlind, who is CEO and country manager in Sweden. Michael previously founded and led the full-service digital agency Nansen and the insight and data-driven marketing agency Odyssey.

Leading in Norway

Nova Consulting Group is one of Norway’s most successful digital services companies, assisting some of Norway’s biggest brands with strategic consulting, user experience, design, digital service development and cloud services. Over the past seven years, Nova has enjoyed stable and profitable annual growth of over 20%.

The group had a turnover of just under SEK 370 million in the 2020 financial year and an operating profit of just under SEK 55 million. The company was founded by current CEO Geir Allan Hove. Since 2020, the Norwegian venture capital company Explore Equity owns a minority stake in the company, which laid the foundation for the expansion in Sweden.


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