Originally from the north of Sweden (Peter is actually half-Sami... meaning he's a native Swede for the rest of you folks), he escaped the claws of the telecom business to pursue design and eventually moved to London in early 2000 to work for Ministry of Sound. While the two-year stint in London involved copious amounts of after-work lagers as well as doing some progressive design work, the unhealthy lifestyle came to an end as Peter moved to Burlington, VT, to work for JDK Design. And after learning how to snowboard and how to distress typography he left JDK to pursue a freelance career in NYC, which lasted a couple months before he started a new full time job at Wolff Olins.
