For years I worked creating ideas, visuals and campaigns for other people. “Þetta reddast” started as a way for me to create something more personal. A world where sketches, symbols, typography, strange characters and small observations could exist without needing to fit perfectly into a category.

The project is inspired by Icelandic culture, folklore, weather, humor and the strange energy of everyday survival. The phrase “Þetta reddast” roughly translates to “it will all work out,” but for me it’s less about blind optimism and more about movement. About continuing. About finding humor inside chaos.

A lot of the work begins as quick sketches, experiments or visual thoughts. Some become screen prints, posters or objects. Some stay unfinished. That process is an important part of the project.

Visually, I’m drawn to simple forms, expressive characters, symbolic imagery and strong typography. I try to keep things minimal, playful and emotionally open enough for people to bring their own interpretation into the work.

“Þetta reddast” is still evolving. And that’s probably exactly how it should be.