I'm Alma Tolleson, a graphic designer and illustrator working across identity, packaging and editorial design.

My work is driven by the idea that design should not only communicate, but also carry a sense of intention: in how it is structured, produced and experienced. I'm particularly drawn to projects where concept and form develop together, often through typography, materiality and systems that unfold over time.

After working in-house in fast-paced marketing environments, I found myself gravitating towards a slower, more considered approach to design. One that allows space for narrative, experimentation and a stronger connection between idea and execution. This shift has led me to explore more self-initiated work alongside client projects, using them as a way to test formats, structures and ways of storytelling.

Projects like what I did for Murmurs reflect this direction: a modular identity and folding packaging system that explores tactility and narrative through print. While others focus on building visual worlds that balance clarity with character.

I'm currently based in Austria and relocating to rural Sweden, where I'm looking to collaborate with studios and teams that value thoughtful, concept-driven work and a more intentional pace.  Available for remote full/part-time and freelance opportunities.

Selected clients and experience include Murmurs, Vytal, foodpanda and Avelo.