Most of the work starts the same way. A sketchbook, loose ideas, strange faces, symbols, notes or quick drawings that suddenly turn into something bigger.
“Þetta reddast” is built through a mix of hand-drawn sketches, cutouts, screen printing, digital tools, experiments and a lot of trial and error. Some ideas work immediately. Others sit unfinished for months. That’s part of the process.
I’ve always enjoyed working with my hands. The sketching part is usually where the energy begins, but seeing a finished screen print come to life — with ink texture, small imperfections and slight variations between prints — is still one of my favorite parts of making things.
Some of the artwork is screen printed by hand in small signed and numbered editions here in Iceland. Other pieces are produced digitally to make the world more accessible and help the project continue growing. No matter the format, everything starts from my own sketches, ideas and visual experiments.
I use digital tools like Illustrator and After Effects throughout the process, but I try to keep the human side visible. I like accidental details, rough edges, strange expressions and things feeling slightly alive instead of perfectly polished.
This project is still evolving.
The workshop is usually a mess.
There’s probably ink somewhere it shouldn’t be.
Þetta reddast.
It’s a balance of modern design and traditional craftsmanship — a reminder that even in our digital world, some of the best things still come from a bit of mess, laughter, and teamwork. Just like the Icelandic saying goes
— Þetta Reddast.