https://amybm.com Amy Braunerhielm Ma Mon, 23 Feb 2026 14:58:10 +0000 https://amybm.com en https://amybm.com/Internal-comms-portfolio-covid-19-case-study Thu, 19 Feb 2026 14:33:42 +0000 Amy Braunerhielm Ma https://amybm.com/Internal-comms-portfolio-covid-19-case-study Cross-functional comms support Internal communication that built connection in the pandemic <img width="4096" height="3298" width_o="4096" height_o="3298" data-src="https://freight.cargo.site/t/original/i/551f70d5a8383fff23a03bca16b42a2d4d3b9c1f8683c3504624c19a4721eed8/Feb-22-start-from-background.png" data-mid="245184212" border="0" data-scale="52" src="https://freight.cargo.site/w/1000/i/551f70d5a8383fff23a03bca16b42a2d4d3b9c1f8683c3504624c19a4721eed8/Feb-22-start-from-background.png" /> The Zettle Virtual Office The challenge As COVID-19 ‘WFH’ measures went from ‘let’s get this in place quickly’ to a long term set of circumstances, Zettle by PayPal needed a digital space. Not only for collaboration, productivity and interaction. We needed a place to be – to laugh, commiserate and banter like we would in person. While individual teams sprang into action setting up remote meeting structures and virtual coffee dates for day-to-day workflow, there was nowhere to get together collectively as an organisation of employees. <img width="800" height="922" width_o="800" height_o="922" data-src="https://freight.cargo.site/t/original/i/b7c00d4726a312310f4f1aea9023a29fac5803f9563458a0c29bbe951b20e42b/ezgif-polar-updated.gif" data-mid="245413717" border="0" data-scale="22" src="https://freight.cargo.site/w/800/i/b7c00d4726a312310f4f1aea9023a29fac5803f9563458a0c29bbe951b20e42b/ezgif-polar-updated.gif" /> The approach The goal was, in a nutshell, to support morale across the workforce while aiding business continuity. Which wasn’t terribly different from every other company facing the same sudden COVID-induced need to adopt remote work. But Zettle by PayPal had a truly unique culture – it was built on big energy that came from in-person togetherness. So we set up the #ZettleVirtualOffice, a Slack channel for the 800+ people who comprised Zettle’s workforce at the time. <img width="1028" height="1490" width_o="1028" height_o="1490" data-src="https://freight.cargo.site/t/original/i/ba663c34b1dcb47764df1fa41e6c19ec19a2f46c38849d3ce5c8bb729a2caaaa/Chit-chat-1A-updated.png" data-mid="245475986" border="0" data-scale="52" src="https://freight.cargo.site/w/1000/i/ba663c34b1dcb47764df1fa41e6c19ec19a2f46c38849d3ce5c8bb729a2caaaa/Chit-chat-1A-updated.png" />&nbsp;&nbsp;<img width="1022" height="1496" width_o="1022" height_o="1496" data-src="https://freight.cargo.site/t/original/i/93cdab24c6957a929786a78099bacd2610bbdf4270b0e46081c30ecee6ff60e0/Chit-chat-2A-updated.png" data-mid="245475988" border="0" data-scale="47" src="https://freight.cargo.site/w/1000/i/93cdab24c6957a929786a78099bacd2610bbdf4270b0e46081c30ecee6ff60e0/Chit-chat-2A-updated.png" /> &nbsp; The solution Whether sharing a team update or a meme, the #ZettleVirtualOffice was a way of keeping our culture alive and kicking. It was a meeting point and hub for company announcements, practical support material for existing employees as well as new hires, wellness initiatives and remote work tips. Some quick facts Established March 2020 Channel: Slack Audience: 800+ employees Popular content formats: photo sharing, competitions, announcements, remote work tips, employee showcasing and wellness initiatives <img width="1593" height="890" width_o="1593" height_o="890" data-src="https://freight.cargo.site/t/original/i/b9f2148716ee6bbed3d544c7a2590e6371ceb589ad569311c89ebff09e0f74bb/ZettleIn-updated2.png" data-mid="245437970" border="0" src="https://freight.cargo.site/w/1000/i/b9f2148716ee6bbed3d544c7a2590e6371ceb589ad569311c89ebff09e0f74bb/ZettleIn-updated2.png" /> Long term initiative: hybrid workplace strategy/communication plan Seeing the positive effects of the Zettle Virtual Office inspired a self-initiated project – moving into 2021, I put together the Zettle Hybrid Workplace Strategy &amp; Communication Plan. Providing some background on how remote work had become the new normal with audience mapping, the strategy established a vision, mission and purpose, addressed challenges, set goals, provided references and championed cross functionality, planning for internal communication, company culture and site (office) management going forward. Key insights The evolution of the Zettle Virtual Office presented opportunities to improve ongoing&nbsp;internal communication efforts, as well as&nbsp;strengthening links to its parent company’s employee communityWithout a physical office available, Zettle’s digital workplace had become the hub for employer brand content and central to evaluating the success of the company’s Employer Value Proposition The Zettle Virtual Office had become essential to maintaining morale and culture given the decision to extend remote work from October 2021 until Q1, 2022. x Credits Internal content creative and strategy: Amy Braunerhielm Ma Art direction: Satasha Wong, Sanne Eriksson, Artan Mansouri In-house client (Employer Brand team): Gabriella Nelson https://amybm.com/Internal-comms-portfolio-change-management-case-study Sun, 22 Feb 2026 00:42:51 +0000 Amy Braunerhielm Ma https://amybm.com/Internal-comms-portfolio-change-management-case-study Acquisition change management Communicating a company rebrand internally Zettle by PayPal Background As a subsidiary of PayPal, iZettle became iZettle, a PayPal service in 2019 – and came full circle as Zettle by PayPal in 2021. Along with this name change, we introduced a communication platform called ‘Made for More’. Used as a strapline (Zettle by PayPal – Made for More), these three little words are designed to convey that as part of the PayPal family, Zettle helps its users do more than they ever thought possible. We express this concept in the form of a ‘ticker’ – an animated statement that showcases what Zettle is made for (and how independent businesses benefit): <img width="800" height="818" width_o="800" height_o="818" data-src="https://freight.cargo.site/t/original/i/5d13e8cb757915c5d9df10b0946a82c87a515685ca3deeb5f83ca80496d6248a/ezgif-m4m-updated.gif" data-mid="245413719" border="0" data-scale="32" src="https://freight.cargo.site/w/800/i/5d13e8cb757915c5d9df10b0946a82c87a515685ca3deeb5f83ca80496d6248a/ezgif-m4m-updated.gif" /> The challenge Many of Zettle’s employees had joined a homegrown (Swedish), disruptive scaleup. While being acquired by PayPal was an exciting prospect that would give iZettle ‘superpowers’, it was an adjustment on several levels – and on the back of an internal understanding that the company was preparing to IPO. The idea of becoming part of a much larger, multinational company was daunting – and carried a sense of quiet apprehension about how such a significant change would impact the iZettle/Zettle culture. “Zettle by PayPal” would need to mirror the positives customers would see for employees. The approach How might we encourage the iZettle team to open up to new circumstances while being able to feel that their culture was being welcomed into a new environment? Based on positive responses to the existing iZettle/Zettle brand, we came up with a ‘swag’ gift to reflect the concept of Zettle by PayPal being made for more. The end result was a high quality branded sweater with interchangeable patches commemorating how we – the Zettle team – were made for more too. While customers would now benefit from Zettle by PayPal being made for more sales, time, results, customers and dreams, we celebrated being made for more laughs, stories, smiles, good vibes and evolution. &nbsp; <img width="742" height="747" width_o="742" height_o="747" data-src="https://freight.cargo.site/t/original/i/66e168e87ede68bdb41c5e28676a19b1cbd40c7318b4eb21df2b195f5b077ad9/M4M-cover-og-updated.png" data-mid="245514674" border="0" src="https://freight.cargo.site/w/742/i/66e168e87ede68bdb41c5e28676a19b1cbd40c7318b4eb21df2b195f5b077ad9/M4M-cover-og-updated.png" /> <img width="748" height="749" width_o="748" height_o="749" data-src="https://freight.cargo.site/t/original/i/99f0a6c0360e3c33b8d0970ee05355443123739f9b34b0a29c6183f76945c683/M4M-slide1-og-updated.png" data-mid="245514684" border="0" src="https://freight.cargo.site/w/748/i/99f0a6c0360e3c33b8d0970ee05355443123739f9b34b0a29c6183f76945c683/M4M-slide1-og-updated.png" /> <img width="659" height="671" width_o="659" height_o="671" data-src="https://freight.cargo.site/t/original/i/c682575bcbb419b9a13884c8025642af3d919093dd462d1b7e05a830ba257470/M4M-slide2-2026-02-14-161155-updated.png" data-mid="245514686" border="0" src="https://freight.cargo.site/w/659/i/c682575bcbb419b9a13884c8025642af3d919093dd462d1b7e05a830ba257470/M4M-slide2-2026-02-14-161155-updated.png" /> <img width="1842" height="3408" width_o="1842" height_o="3408" data-src="https://freight.cargo.site/t/original/i/b9b7c836927f0c32ea41ff7c36f851b0676b60e4052397e4cc96e27053bd4aa8/M4M-screen-2026.png" data-mid="245195689" border="0" data-scale="51" src="https://freight.cargo.site/w/1000/i/b9b7c836927f0c32ea41ff7c36f851b0676b60e4052397e4cc96e27053bd4aa8/M4M-screen-2026.png" /> Credits Concept and creative copy: Amy Braunerhielm Ma Concept and art direction: Satasha Wong In-house client (Employer Brand team): Amanda Drotz and Karolina Arvidsson https://amybm.com/Internal-comms-portfolio-events Mon, 23 Feb 2026 14:58:10 +0000 Amy Braunerhielm Ma https://amybm.com/Internal-comms-portfolio-events Event communication Internal event collateral that built culture iZettle/Zettle by PayPal &nbsp; Electric Wilderness (summer party) <img width="3600" height="7200" width_o="3600" height_o="7200" data-src="https://freight.cargo.site/t/original/i/e348e202763e52bdee15499e1d26fe83eb535107dd62a3c2b5690dfa6e3256bb/Trianga-updated.png" data-mid="245413819" border="0" data-scale="32" src="https://freight.cargo.site/w/1000/i/e348e202763e52bdee15499e1d26fe83eb535107dd62a3c2b5690dfa6e3256bb/Trianga-updated.png" /> End-to-end creative for one of iZettle/Zettle by PayPal’s biannual internal events – the summer party. As a key seasonal event in local work culture, the goal was to celebrate employees heading into the European summer period. The event concept was built around planning a fun, varied experience based on the controversial Fyre festival. And so ‘Electric Wilderness’ was born – a fictional music festival where anything could go wrong, but we were in it together. Along with our two co-founders, employee names were picked at random to create our DJ ‘lineup’. <img width="2980" height="2979" width_o="2980" height_o="2979" data-src="https://freight.cargo.site/t/original/i/56e7de50593bd806fd0cd624db9f21ccf9a6ac21abf9b13209d8eeb963378bf1/Electric-Wilderness-grid-2026.png" data-mid="245279288" border="0" src="https://freight.cargo.site/w/1000/i/56e7de50593bd806fd0cd624db9f21ccf9a6ac21abf9b13209d8eeb963378bf1/Electric-Wilderness-grid-2026.png" /> <img width="4958" height="3408" width_o="4958" height_o="3408" data-src="https://freight.cargo.site/t/original/i/5804fa622c1c6de82b137925cca498500789f270d75b2c24d50ef6bdc643d365/Electric-Wilderness-screens-2026.png" data-mid="245282519" border="0" src="https://freight.cargo.site/w/1000/i/5804fa622c1c6de82b137925cca498500789f270d75b2c24d50ef6bdc643d365/Electric-Wilderness-screens-2026.png" /> Highlights included making fictional ’influencer’ profiles of employees&nbsp;(a few were actually slated to spin the decks during the evening), storytelling for the event invitation and other internal marketing collateral, including this event landing page: https://electric-wilderness.confetti.events/. Exosolar (end-of-year party) <img width="2558" height="898" width_o="2558" height_o="898" data-src="https://freight.cargo.site/t/original/i/fa7efa65357ac554d1750a1321d66fc1a9f71da63255e5389887fc6e3b74df87/Space-updated.png" data-mid="245413824" border="0" data-scale="92" src="https://freight.cargo.site/w/1000/i/fa7efa65357ac554d1750a1321d66fc1a9f71da63255e5389887fc6e3b74df87/Space-updated.png" /> Complete event creative for the internal iZettle/Zettle by PayPal end-of-year party. This space exploration-themed event concept built on a brief to ‘take iZettlers beyond the edge of the universe’ as they would now tread new ground under the PayPal banner. Involved as early as the venue selection phase, my art director partner and I were able to craft the full gamut of collateral, from promotional posters at the office to event signage, on-site activity instructions and scriptwriting for an immersive soundscape experience. I was also asked to cohost the party for 400+ employees, complete with astronaut suits. The event comms included writing this signup page. <img width="1020" height="540" width_o="1020" height_o="540" data-src="https://freight.cargo.site/t/original/i/377c4adf0e69fd90402011d6bdea3d5b54d29c2367f0cd8b4a9a7b251e8cd6ba/Exosolar-01-stage.png" data-mid="245282620" border="0" src="https://freight.cargo.site/w/1000/i/377c4adf0e69fd90402011d6bdea3d5b54d29c2367f0cd8b4a9a7b251e8cd6ba/Exosolar-01-stage.png" /> <img width="1025" height="538" width_o="1025" height_o="538" data-src="https://freight.cargo.site/t/original/i/4cf5c94c2f320c53b225a0096ae685afe3bc40870d022387fd99681282fea71a/Exosolar-01-room.png" data-mid="245282622" border="0" src="https://freight.cargo.site/w/1000/i/4cf5c94c2f320c53b225a0096ae685afe3bc40870d022387fd99681282fea71a/Exosolar-01-room.png" /> Operational comms Poster and digital asset informing employees of a venue change for the monthly All Hands/Town Hall meeting, to be shared via iZettle’s CEO. Possibly the most straightforward brief ever received: “Let everyone know we won’t be packed like sardines at our new location”. <img width="875" height="1017" width_o="875" height_o="1017" data-src="https://freight.cargo.site/t/original/i/484b46cf060ea948885402b17a8a6aab5bfd380b0aebbaa78de21c0a6533b602/Unsquash-updated.png" data-mid="245413789" border="0" data-scale="40" src="https://freight.cargo.site/w/875/i/484b46cf060ea948885402b17a8a6aab5bfd380b0aebbaa78de21c0a6533b602/Unsquash-updated.png" /> Credits Copy: Amy Braunerhielm Ma Art direction: Satasha Wong In-house clients (Employer Brand/Strategy &amp; Comms teams): Amanda Drotz and Mimmi Andersson https://amybm.com/Internal-comms-portfolio-employee-engagement Sun, 22 Feb 2026 17:56:23 +0000 Amy Braunerhielm Ma https://amybm.com/Internal-comms-portfolio-employee-engagement Employee engagement communication Internal content that nurtured belonging and meaningful connection iZettle/Zettle by PayPal In its early days as iZettle and later as Zettle by PayPal, the company was always about championing people with big ideas. It existed to serve the underdogs, challengers and those who dared to try something new. Its brand values were easy, reliable and inspiring – chosen based on user research into what Zettle customers appreciated most from their payments provider. Turned inward, this conditioned a culture that welcomed innovation over tradition, open discussions and being yourself, even if that was a bit off the wall. Complementing the structure of processes, workflows and tools (the easy and reliable parts) was a collective sense of humour and maybe even mischief – there was a Fun Fund where randomly selected teams would pitch a company-wide activity every month, which was voted for and subsequently enjoyed by everyone (very inspiring). Being culture led was the key to the Zettle org’s employer brand, and brought the workforce together across borders (there were local Fun Fund variants, activities and remote office attendees flown in for every company party). This is a selection of projects I worked on to foster positive employee experiences, bridging the divide across competencies and strengthening cross-functional communication. Bring Your Kids To Work Creative content for an employer branding initiative which provided a safe, chaperoned space for employees to bring their children to the office. Collateral produced included a ‘No grown ups allowed’ colouring in template/poster and pin badge designs for children to create. &nbsp; <img width="1402" height="994" width_o="1402" height_o="994" data-src="https://freight.cargo.site/t/original/i/0c32ae86a7ec1d8c6307582c35e77c6e2864235cc37783fb73fb361378e530e7/08-Bring-your-kids-to-work-BYKTW-badges-shareable.png" data-mid="245197526" border="0" src="https://freight.cargo.site/w/1000/i/0c32ae86a7ec1d8c6307582c35e77c6e2864235cc37783fb73fb361378e530e7/08-Bring-your-kids-to-work-BYKTW-badges-shareable.png" /> <img width="585" height="827" width_o="585" height_o="827" data-src="https://freight.cargo.site/t/original/i/f6dedce3de5e4a9b1ce5169139773016b8f792fce3dc05ecb3291e01d03ca8d3/BYK2W-2026-02-22-191101.png" data-mid="245197523" border="0" src="https://freight.cargo.site/w/585/i/f6dedce3de5e4a9b1ce5169139773016b8f792fce3dc05ecb3291e01d03ca8d3/BYK2W-2026-02-22-191101.png" /> <img width="1403" height="988" width_o="1403" height_o="988" data-src="https://freight.cargo.site/t/original/i/1332cc681156dd7e7cf26375c028124d2440d61cc50e50e5bfc63d2a03cf1150/BYKTW-IG-2026-02-22-191828.png" data-mid="245197640" border="0" src="https://freight.cargo.site/w/1000/i/1332cc681156dd7e7cf26375c028124d2440d61cc50e50e5bfc63d2a03cf1150/BYKTW-IG-2026-02-22-191828.png" /> Culture Clubs Promotional material for internal display of an internal comms initiative, iZettle Culture Clubs. Concept: iZettle employees had the opportunity to establish or join clubs for their personal interests, with the aim of building company culture and strengthening the company’s employer brand. <img width="471" height="657" width_o="471" height_o="657" data-src="https://freight.cargo.site/t/original/i/825fc228f2191f610248f4999a630e39558e9f7c974eadf2e45b6a8706fc2a22/Culture-Clubs-P1-2026-02-22-203508.png" data-mid="245201173" border="0" src="https://freight.cargo.site/w/471/i/825fc228f2191f610248f4999a630e39558e9f7c974eadf2e45b6a8706fc2a22/Culture-Clubs-P1-2026-02-22-203508.png" /> <img width="472" height="660" width_o="472" height_o="660" data-src="https://freight.cargo.site/t/original/i/c1c554d3041f07891461c627387a8ea451e0a42f997438ebc8c08da2e32326ff/Culture-Clubs-P3-2026-02-22-203856.png" data-mid="245201180" border="0" src="https://freight.cargo.site/w/472/i/c1c554d3041f07891461c627387a8ea451e0a42f997438ebc8c08da2e32326ff/Culture-Clubs-P3-2026-02-22-203856.png" /> <img width="472" height="661" width_o="472" height_o="661" data-src="https://freight.cargo.site/t/original/i/bae2b178cd51dc80aeb7e99c80988ade9347977ced1bf7987525ff2118db2136/Culture-Clubs-P2-2026-02-22-203731.png" data-mid="245201177" border="0" src="https://freight.cargo.site/w/472/i/bae2b178cd51dc80aeb7e99c80988ade9347977ced1bf7987525ff2118db2136/Culture-Clubs-P2-2026-02-22-203731.png" /> Referral programme Posters for internal display promoting iZettle’s employee referral programme. Brief: encourage our people to ask themselves who they’d recommend – reflecting our spirit of being open to different personalities, skills and not having to check off specific boxes. <img width="664" height="945" width_o="664" height_o="945" data-src="https://freight.cargo.site/t/original/i/d4ba79de63c9027ba6d6121e46163d61ee673fff186721686c49307d53209e9c/Referral-P1-2026-02-22-224734.png" data-mid="245201594" border="0" src="https://freight.cargo.site/w/664/i/d4ba79de63c9027ba6d6121e46163d61ee673fff186721686c49307d53209e9c/Referral-P1-2026-02-22-224734.png" /> <img width="664" height="947" width_o="664" height_o="947" data-src="https://freight.cargo.site/t/original/i/a22292df6d63b72ebfe8dd353a9555db275e377c46e259744435ee5b9f8491de/Referral-P2-2026-02-22-224903.png" data-mid="245201595" border="0" src="https://freight.cargo.site/w/664/i/a22292df6d63b72ebfe8dd353a9555db275e377c46e259744435ee5b9f8491de/Referral-P2-2026-02-22-224903.png" /> <img width="667" height="950" width_o="667" height_o="950" data-src="https://freight.cargo.site/t/original/i/163ea655685e2008aeb989162622d527be9edfc1d4870dc8bb93fdbe5d5d6cb5/Referral-P3-2026-02-22-225051.png" data-mid="245201596" border="0" src="https://freight.cargo.site/w/667/i/163ea655685e2008aeb989162622d527be9edfc1d4870dc8bb93fdbe5d5d6cb5/Referral-P3-2026-02-22-225051.png" /> Becoming one team: Zettle x PayPal Concept development and creative copy for internal employer branding collateral. As part of efforts to integrate iZettle as a PayPal company, we designed laptop stickers for employees to use on their new PayPal devices that celebrated both companies coming together – with a nod to each brand’s visual identity and brand personality. <img width="1393" height="985" width_o="1393" height_o="985" data-src="https://freight.cargo.site/t/original/i/ea48b2f7d2e6832383f631b7f6d238b09b2c19dd9b2c6b3909d8e4bbfb78f2d8/09-Skrmbild-2024-11-14-090201.png" data-mid="245197692" border="0" src="https://freight.cargo.site/w/1000/i/ea48b2f7d2e6832383f631b7f6d238b09b2c19dd9b2c6b3909d8e4bbfb78f2d8/09-Skrmbild-2024-11-14-090201.png" /> <img width="2560" height="1920" width_o="2560" height_o="1920" data-src="https://freight.cargo.site/t/original/i/f2a5cc38d48349fbc97b4e83b92b0ad3cd8222d456f91024fa30a2bedfc17aae/09-People-integration-PYPLxiZ-Laptop-stickers-sharable-packshot.png" data-mid="245197699" border="0" src="https://freight.cargo.site/w/1000/i/f2a5cc38d48349fbc97b4e83b92b0ad3cd8222d456f91024fa30a2bedfc17aae/09-People-integration-PYPLxiZ-Laptop-stickers-sharable-packshot.png" /> Credits Internal content creative and strategy: Amy Braunerhielm Ma Art direction: Satasha Wong, Sanne Ericsson and Nikolina Dahl In-house client (Employer Brand/Strategy &amp; Comms teams): Amanda Drotz, Karolina Arvidsson, Gabriella Nelson and Mimmi Andersson https://amybm.com/Internal-comms-portfolio-dei Mon, 23 Feb 2026 10:20:01 +0000 Amy Braunerhielm Ma https://amybm.com/Internal-comms-portfolio-dei DEI and ERG communication Internal content that supported belonging iZettle Creating environments where people can thrive comes down to being able to be yourself. How that looks for you at work will most likely be different to everyone else – and that’s something to be celebrated. Comprising 45 nationalities, over 40% of iZettle’s workforce hailed from outside its Swedish HQ. This was the lynchpin of iZettle’s culture, and you could feel it across the company. Here’s a project I was invited to help bring to life in support of iZettle’s people engagement efforts, with a view to communicating desired attitudes reflected in the company’s internal brand values (being easy, reliable and inspiring). Diversity Day Poster and digital asset promoting iZettle’s inaugural ’Diversity Day’ – an internal event celebrating the company’s commitment to building an open, discursive, accepting culture that embraces employee individuality and conversations around different ethnic/socio-economic/religious backgrounds, orientations, ages and genders. As a visual reference for the look and feel, the brief included the Pixar Sparkshorts film Purl as inspiration. <img width="842" height="1191" width_o="842" height_o="1191" data-src="https://freight.cargo.site/t/original/i/13e008c93780bb3623cb97ffb4728293cd9d76f4fd3cf3b8b44506852de1433b/Lets-get-together-updated.png" data-mid="245414133" border="0" data-scale="68" src="https://freight.cargo.site/w/842/i/13e008c93780bb3623cb97ffb4728293cd9d76f4fd3cf3b8b44506852de1433b/Lets-get-together-updated.png" /> View the social post sharing Diversity Day for iZettle employees on Instagram. Credits Copy: Amy Braunerhielm Ma Art direction: Satasha Wong ERG client: Tilden Hellyer and the Diversity &amp; Inclusion Working Group https://amybm.com/Internal-comms-portfolio Fri, 20 Feb 2026 19:06:59 +0000 Amy Braunerhielm Ma https://amybm.com/Internal-comms-portfolio Internal communication &amp; people engagement What helps us feel seen and valued at work? Does this lead to engagement, productivity – and team dynamics that let each member thrive? When organisations have gaps in trust, why does this happen? And what role does communication need to play in improving the situation at hand? These are the questions that fuel my curiosity for people. As a craft expert in comms, I’m a: sharp writernatural relationship buildereffective strategy-to-narrative translatormasterful storyteller&nbsp; …which is based on always being willing to listen, assuming good intentions and, sometimes, just having a sense of humour. At the end of the day, we all need connection. Here are some highlights from my work with culture building, people engagement and internal communication, including cross-functional comms support, acquisition change management, event communication, employee engagement and DEI/ERG initiatives. Cross-functional comms support <img width="800" height="922" width_o="800" height_o="922" data-src="https://freight.cargo.site/t/original/i/824fe7a6a179d6c78ad76f987a203e2216e18045bc9ce8ca6750469c8ebd2abf/ezgif-polar-updated.gif" data-mid="245413715" border="0" src="https://freight.cargo.site/w/800/i/824fe7a6a179d6c78ad76f987a203e2216e18045bc9ce8ca6750469c8ebd2abf/ezgif-polar-updated.gif" /> <img width="1593" height="890" width_o="1593" height_o="890" data-src="https://freight.cargo.site/t/original/i/15cadafe6ac6f16d57579a4178943287af798c23b89a93a525baf824a453ca4c/ZettleIn-updated2.png" data-mid="245437965" border="0" src="https://freight.cargo.site/w/1000/i/15cadafe6ac6f16d57579a4178943287af798c23b89a93a525baf824a453ca4c/ZettleIn-updated2.png" /> <img width="1818" height="1012" width_o="1818" height_o="1012" data-src="https://freight.cargo.site/t/original/i/47d790d3aa0a3d1db549f6b450ab7f1b2e7196d56d2b65eb4cb4863de846c45a/Hybrid-strat-cover-updated.png" data-mid="245119185" border="0" src="https://freight.cargo.site/w/1000/i/47d790d3aa0a3d1db549f6b450ab7f1b2e7196d56d2b65eb4cb4863de846c45a/Hybrid-strat-cover-updated.png" /> Stepping into the unknown together: internal communication during COVID-19 Like so many companies at the onset of the pandemic, Zettle by PayPal adopted long-term remote work policies to keep employees as safe as possible. But how would it nurture culture? No matter if an existing employee, new hire or consultant, we wanted to ensure that information was at their fingertips – but most importantly, that they felt connected, no matter their situation. The Zettle Virtual Office was the answer, and I later crafted a hybrid workplace comms strategy as a follow up. Read the full case study. Acquisition change management <img width="800" height="818" width_o="800" height_o="818" data-src="https://freight.cargo.site/t/original/i/4842b3433c2fefd0068ed702cfff46ea7c6a1fbc860c2a316a2ed4f19764add9/ezgif-m4m-updated.gif" data-mid="245413718" border="0" src="https://freight.cargo.site/w/800/i/4842b3433c2fefd0068ed702cfff46ea7c6a1fbc860c2a316a2ed4f19764add9/ezgif-m4m-updated.gif" /> <img width="742" height="747" width_o="742" height_o="747" data-src="https://freight.cargo.site/t/original/i/a3466099f9f728eb2e02ea73bc4e5a9c6a121af83c82356d452f66ca7df84c7b/M4M-cover-og-updated.png" data-mid="245514692" border="0" src="https://freight.cargo.site/w/742/i/a3466099f9f728eb2e02ea73bc4e5a9c6a121af83c82356d452f66ca7df84c7b/M4M-cover-og-updated.png" /> <img width="748" height="749" width_o="748" height_o="749" data-src="https://freight.cargo.site/t/original/i/571fe3e1936196bed7387e2cc00372528c8657a52e61fc700519df63790afea6/M4M-slide1-og-updated.png" data-mid="245514693" border="0" src="https://freight.cargo.site/w/748/i/571fe3e1936196bed7387e2cc00372528c8657a52e61fc700519df63790afea6/M4M-slide1-og-updated.png" /> <img width="659" height="671" width_o="659" height_o="671" data-src="https://freight.cargo.site/t/original/i/2f47c36c9cb2e454c2bf68f85d11571974aaf62db0e58564c37665e25bd3346e/M4M-slide2-2026-02-14-161155-updated.png" data-mid="245514694" border="0" src="https://freight.cargo.site/w/659/i/2f47c36c9cb2e454c2bf68f85d11571974aaf62db0e58564c37665e25bd3346e/M4M-slide2-2026-02-14-161155-updated.png" /> Evolving as a team: communicating a company rebrand internally If you’d joined iZettle early on as a disruptive startup or jumped aboard during its scaleup journey, being acquired by PayPal was an exciting prospect. It signified incredible opportunities – but major adjustments on several levels, culturally most of all. When becoming Zettle by PayPal, how might we encourage the Zettle team to open up to a new culture, while feeling that theirs was – though evolving – still there? One aspect of this change was communicating the acquisition rebrand of iZettle to Zettle by PayPal. This case study shows how we got Zettle employees excited about their new chapter. Event communication <img width="470" height="261" width_o="470" height_o="261" data-src="https://freight.cargo.site/t/original/i/a50979f697e23d94583238569dfc656a561c89270aefaf25df6f706d0e207914/Moving-space-updated.gif" data-mid="245413860" border="0" src="https://freight.cargo.site/w/470/i/a50979f697e23d94583238569dfc656a561c89270aefaf25df6f706d0e207914/Moving-space-updated.gif" /> <img width="3600" height="3791" width_o="3600" height_o="3791" data-src="https://freight.cargo.site/t/original/i/4ad4d18566560cbcc3dda74c858925b1718368d384e58c356f033b95992229ac/07-Electric-Wilderness-Summer-Social-a.jpg" data-mid="245138219" border="0" src="https://freight.cargo.site/w/1000/i/4ad4d18566560cbcc3dda74c858925b1718368d384e58c356f033b95992229ac/07-Electric-Wilderness-Summer-Social-a.jpg" /> <img width="875" height="1017" width_o="875" height_o="1017" data-src="https://freight.cargo.site/t/original/i/cacd0db867535d0ccf494d3cbd46b93fc286c883cba62c302061c4f8b58b4f5c/Unsquash-updated.png" data-mid="245413787" border="0" src="https://freight.cargo.site/w/875/i/cacd0db867535d0ccf494d3cbd46b93fc286c883cba62c302061c4f8b58b4f5c/Unsquash-updated.png" /> Let’s get together: the art of selling a good time Digital hangouts are great, but there’s something about meeting face to face that just helps things…flow. If that face to face meeting is a party, you’re already half way there – just add a (sometimes wacky) theme that makes people smile and set the scene for swapping “You’re on mute” to “Need a refill?” Here’s how I helped hype up some of my favourite internal events. Employee engagement <img width="1402" height="994" width_o="1402" height_o="994" data-src="https://freight.cargo.site/t/original/i/732d2f579f899dbdd3ab1debce241fc415e56f75705273105d317ed5259fcd4f/Kids-updated.png" data-mid="245414108" border="0" src="https://freight.cargo.site/w/1000/i/732d2f579f899dbdd3ab1debce241fc415e56f75705273105d317ed5259fcd4f/Kids-updated.png" /> <img width="878" height="669" width_o="878" height_o="669" data-src="https://freight.cargo.site/t/original/i/87f62d2b649c949a4fc25ce6a6bd1849b9d1bc2b862b0c4454507a5b47326bb8/Ping-pong-thumb-updated.png" data-mid="245413862" border="0" src="https://freight.cargo.site/w/878/i/87f62d2b649c949a4fc25ce6a6bd1849b9d1bc2b862b0c4454507a5b47326bb8/Ping-pong-thumb-updated.png" /> <img width="1393" height="985" width_o="1393" height_o="985" data-src="https://freight.cargo.site/t/original/i/32b2d0bd521fff1bb0fa0c4f3bb3f203f2b111ece4cf56d2340d69c627144720/Dat-money-updated.png" data-mid="245414107" border="0" src="https://freight.cargo.site/w/1000/i/32b2d0bd521fff1bb0fa0c4f3bb3f203f2b111ece4cf56d2340d69c627144720/Dat-money-updated.png" /> This is us: capturing our spirit, celebrating people and building connection Having the right processes, workflows and tools in place is important for building high-functioning teams – but that’s not enough on its own. Applying a culture-first lens helps identify opportunities to bring an organisation’s values to life, and create a sense of belonging, psychological safety, trust and, hopefully, engagement and growth. Here are some projects designed to foster positive employee experiences by leading with culture. DEI and ERG communicationView the social post sharing Diversity Day for iZettle employees <img width="800" height="794" width_o="800" height_o="794" data-src="https://freight.cargo.site/t/original/i/53ee79aa7f38cb038f38a3d74127a0f4a9b9118584d4cf2abb470d15e034f862/ezgif-ScreenRecording_02-23-202611-43-58_1.gif" data-mid="245214887" border="0" src="https://freight.cargo.site/w/800/i/53ee79aa7f38cb038f38a3d74127a0f4a9b9118584d4cf2abb470d15e034f862/ezgif-ScreenRecording_02-23-202611-43-58_1.gif" /> <img width="842" height="1191" width_o="842" height_o="1191" data-src="https://freight.cargo.site/t/original/i/4d1278f84c12ef120f035bce56c95770248d499cb0c50519d0855041aaed8095/Lets-get-together-updated.png" data-mid="245414113" border="0" src="https://freight.cargo.site/w/842/i/4d1278f84c12ef120f035bce56c95770248d499cb0c50519d0855041aaed8095/Lets-get-together-updated.png" /> Appreciating differences: diversity, equity and inclusion from the heart A lot of workplaces promise the freedom to be yourself, but iZettle truly delivered. The reason it worked came down to how it stuck by a philosophy of openness, acceptance of different perspectives and embracing employee individuality. One of the ways iZettle created a culture of conversation was through employee resource groups – and the internal&nbsp; Diversity &amp; Inclusion Working Group wanted to introduce a sweet new tradition that would reflect the company’s internal brand values (being easy, reliable and inspiring). Here’s more on the project. https://amybm.com/Tink-Growth-Stories Mon, 25 Nov 2024 15:31:07 +0000 Amy Braunerhielm Ma https://amybm.com/Tink-Growth-Stories Employer brand/people engagement Video series – employee spotlights <img width="5754" height="3408" width_o="5754" height_o="3408" data-src="https://freight.cargo.site/t/original/i/3a191eb82fa317f9fd50f5e53b1d4216d14710f038eac4a291da2f0dd06f4645/Tonk-Growth-Stories-Amo-mockups-2.0-2026-png.png" data-mid="245284009" border="0" data-scale="97" src="https://freight.cargo.site/w/1000/i/3a191eb82fa317f9fd50f5e53b1d4216d14710f038eac4a291da2f0dd06f4645/Tonk-Growth-Stories-Amo-mockups-2.0-2026-png.png" /> Tink Growth Stories The brief Tink is a company exploding with talent, but much of the company’s content had centred on brand awareness and industry-specific thought leadership. Tink’s People team was keen to showcase the journeys of employees who had made a big impact during their time with the company thus far. And not only their professionalism – who they are should take centre stage. The approach To hold attention – and hold off on the cheesiness – was the crux of this brief. Upon finding Tinkers who were making waves in their areas of expertise, Tink’s People team and in-house Brand &amp; Comms studio crafted natural conversation starters and got to work. Solution A series of bitesize videos was the obvious choice for a first foray into employer brand content that would also feel relevant for building connection internally. Rigidity and rule following aren’t the USPs of the Tink employee value proposition, so the Brand &amp; Comms team didn’t have to look far for the perfect conversational backdrop. The company office space was designed to feel like a home, so three Tink employees were filmed at HQ, with the two-pronged goal of getting bright minds curious about what was going on at Vasagatan 11 – and internally, starting conversations, improving shared understanding and supporting psychological safety among Tinkers. Effervescent Cim Nordling, Product Director, brought Episode 1 to life. Senior Engineering Manager Shankey Jain was the philosophically charming subject of Episode 2 and Delivery Director Jennifer Thunander rounded out the series with her positive pragmatism in Episode 3. The key to capturing these stories? Encouraging laughter, letting the conversation meander – while ensuring attention to detail in design to tie it all together. Published as an internal cut for sharing on Slack and an employer brand-facing version (below), the response to Tink Growth Stories can be summed up in smiles, laughter, views, clicks and emoji reactions – but “This is so inspiring!” captured what we were hoping for best. Watch the full video series on YouTube. Credits Agency: Tink x Fresh Copy editing (social content): Amy Braunerhielm Ma Art direction: Hannah Elnegaard Videographer: Emil Olofsson Presenters: Cim Nordling, Shankey Jain and Jennifer Thunander People team: Sandra Karlsson https://amybm.com/Truecaller-careers-site Fri, 06 Feb 2026 15:21:06 +0000 Amy Braunerhielm Ma https://amybm.com/Truecaller-careers-site Employer brand content Truecaller careers site <img width="4096" height="3298" width_o="4096" height_o="3298" data-src="https://freight.cargo.site/t/original/i/a809ca398816c8cdc819f8e5e45b6d220263b7e31465c6c66a9ee31da0d385c1/01-Main-Dell-UltraSharp-5K-Monitor-27_.png" data-mid="244515624" border="0" data-scale="70" src="https://freight.cargo.site/w/1000/i/a809ca398816c8cdc819f8e5e45b6d220263b7e31465c6c66a9ee31da0d385c1/01-Main-Dell-UltraSharp-5K-Monitor-27_.png" /> Life at Truecaller The brief Truecaller is an international, open, collaborative company that values being able to show up to work as your true self. As an organisation with a culture that had evolved over time, it felt like the right moment to give the existing careers site a facelift, without losing its spirit as a local Swedish hero. Truecaller is still entrepreneurial and not afraid to challenge the status quo, but it’s grown up, gone global – and gone public. When approached by the marketing team’s then Director of Marketing to help the team revamp https://www.truecaller.com/careers, I couldn’t resist saying yes immediately. <img width="1848" height="976" width_o="1848" height_o="976" data-src="https://freight.cargo.site/t/original/i/f38168e577b8573b79247d911cd3a8194a41b7cdc220747987fb71cd7c685223/Before-1-2025-10-01-090935.png" data-mid="244520686" border="0" data-scale="48" src="https://freight.cargo.site/w/1000/i/f38168e577b8573b79247d911cd3a8194a41b7cdc220747987fb71cd7c685223/Before-1-2025-10-01-090935.png" />&nbsp;<img width="1820" height="974" width_o="1820" height_o="974" data-src="https://freight.cargo.site/t/original/i/bd34a4e954ecd863ebf31c8b2cabf1a94c5827b78a6290971a98b222f5de2725/Before-2--2025-10-01-090914.png" data-mid="244520687" border="0" data-scale="48" src="https://freight.cargo.site/w/1000/i/bd34a4e954ecd863ebf31c8b2cabf1a94c5827b78a6290971a98b222f5de2725/Before-2--2025-10-01-090914.png" /> The approach Truecaller‘s designer was keen to get across our internal stakeholders’ core concepts (the Truecaller EVP, internal brand values, benefits and culture) minus any ‘cringe’ factor. We wanted natural flow, professional sheen and freshness that did justice to the company’s recent rebrand, commitment to DEI and unique culture that effortlessly traverses Truecaller’s operational geography. Solution With ‘friction free’, ‘easy to digest’ and ‘personality rich’ as our watchwords, we produced end-to-end designs in Figma that captured the essence of the organisation, in close collaboration with Truecaller’s People team. These were then implemented by a stellar web team and released in February 2026. <img width="4096" height="3298" width_o="4096" height_o="3298" data-src="https://freight.cargo.site/t/original/i/a809ca398816c8cdc819f8e5e45b6d220263b7e31465c6c66a9ee31da0d385c1/01-Main-Dell-UltraSharp-5K-Monitor-27_.png" data-mid="244515624" border="0" data-scale="47" src="https://freight.cargo.site/w/1000/i/a809ca398816c8cdc819f8e5e45b6d220263b7e31465c6c66a9ee31da0d385c1/01-Main-Dell-UltraSharp-5K-Monitor-27_.png" /><img width="4096" height="3298" width_o="4096" height_o="3298" data-src="https://freight.cargo.site/t/original/i/92552fbb187775e74ab0ece42486a0459a3b75b59f71ffbc5b0bb63712e16881/02-Life-at-Dell-UltraSharp-5K-Monitor-27_.png" data-mid="244518865" border="0" data-scale="47" src="https://freight.cargo.site/w/1000/i/92552fbb187775e74ab0ece42486a0459a3b75b59f71ffbc5b0bb63712e16881/02-Life-at-Dell-UltraSharp-5K-Monitor-27_.png" /> <img width="4096" height="3298" width_o="4096" height_o="3298" data-src="https://freight.cargo.site/t/original/i/4178484b6b83093844649332f2d240ffe7a77cdb391a47c1651361822ad4cb1d/03-DEI-Dell-UltraSharp-5K-Monitor-27_1.png" data-mid="244518869" border="0" data-scale="49" src="https://freight.cargo.site/w/1000/i/4178484b6b83093844649332f2d240ffe7a77cdb391a47c1651361822ad4cb1d/03-DEI-Dell-UltraSharp-5K-Monitor-27_1.png" /> <img width="617" height="887" width_o="617" height_o="887" data-src="https://freight.cargo.site/t/original/i/c3031d74391162b1a7c6ff9c3eff517105458f53d2f27ca5a8d02696f347f9f8/Laieh-Feb-6.png" data-mid="244519826" border="0" data-scale="40" src="https://freight.cargo.site/w/617/i/c3031d74391162b1a7c6ff9c3eff517105458f53d2f27ca5a8d02696f347f9f8/Laieh-Feb-6.png" /> Visit the site at&nbsp;https://www.truecaller.com/careers.. Credits Client: Truecaller Copy editing: Amy Braunerhielm Ma Art direction: Laieh Jwella In-house team: Mariana Raymond, Agnes Lindberg, Sana Khan, Ravi Sharma, Amogh K and Deepti Pabbisetty https://amybm.com/Find-me-here Mon, 16 Sep 2024 23:21:49 +0000 Amy Braunerhielm Ma https://amybm.com/Find-me-here <img width="960" height="1280" width_o="960" height_o="1280" data-src="https://freight.cargo.site/t/original/i/5bfb2299bb1ae67891f53cdfbc44241c7aac0483bcdcb154b938c9b693b3a0e9/What-in-the-world-Malta.JPG" data-mid="240627104" border="0" src="https://freight.cargo.site/w/960/i/5bfb2299bb1ae67891f53cdfbc44241c7aac0483bcdcb154b938c9b693b3a0e9/What-in-the-world-Malta.JPG" /> https://amybm.com/About-me Mon, 16 Sep 2024 19:46:31 +0000 Amy Braunerhielm Ma https://amybm.com/About-me About me – Amy Braunerhielm Ma <img width="2670" height="4000" width_o="2670" height_o="4000" data-src="https://freight.cargo.site/t/original/i/50b2b0a92dda55a0bd05f5622e350afabbf3eb85a8533dc392c63c660f225479/AmyHeadShot.png" data-mid="218156246" border="0" data-scale="19" src="https://freight.cargo.site/w/1000/i/50b2b0a92dda55a0bd05f5622e350afabbf3eb85a8533dc392c63c660f225479/AmyHeadShot.png" /> Hej | G’day I’m a communication expert, creative strategist, copywriter and content manager with 15 years’ experience working with words in one form or another. Hailing from down under, I live up north (Stockholm, Sweden). My experience canvasses B2C/D2C copy in the ecommerce space, B2B copy and content management for SaaS and tech scaleups, sprinkled with passion for internal communication and people engagement. How you sound is as important as how you look. I bring brand personalities to life – from big picture thinking to the little things. In other words, whether it’s building tone of voice from scratch or crafting the perfect 150 character social media caption, I love it all. What I’ve been up to Consultant Copywriter (employer brand/web/digital) Truecaller/The Well Zone Stockholm, Sweden 2025 Content Manager Sitoo Stockholm, Sweden 2025 Content Manager Tink, a Visa Solution Stockholm, Sweden 2022–2025 Engagement Copywriter PayPal (formerly Zettle by PayPal, iZettle) Stockholm, Sweden 2017–2022 Copywriter Observify/Panda Creative Stockholm, Sweden 2016–2017 Campaign Manager/Email Marketer Sqore Stockholm, Sweden 2015–2016 Student (Digital Data Strategist) Hyper Island Stockholm, Sweden 2014–2015 Workshop Volunteer Stockholm International Film Festival Junior Stockholm, Sweden 2014 Copywriter Groupon Australia &amp; New Zealand Sydney, Australia 2011–2012 Features Contributor Running in Heels&nbsp; 2007–2014 Student (Bachelor of Communication) University of Newcastle Newcastle, Australia 2003–2006