--- title: "UX/UI Design, Branding & Design Leadership — Blackbook" description: "Explore my experience in UX/UI design, product design, branding, SaaS, digital services and design leadership." canonical_url: https://www.blackbook.dk/en/experience/ md_url: https://www.blackbook.dk/en/experience/index.md language: en last_updated: 2026-09-07 --- # UX/UI Design, Branding & Design Leadership — Blackbook Explore my experience in UX/UI design, product design, branding, SaaS, digital services and design leadership. > Alternate (Danish): https://www.blackbook.dk/experience/index.md > Profile: Jeppe Sloth Carlsen — Senior Product Designer & Creative Technologist (https://www.blackbook.dk/en/about/) > Profile ID: https://www.blackbook.dk/#person-jeppe > Organization ID: https://www.blackbook.dk/#organization > Topics: Work experience, Design career, Employment history > Part of: Blackbook — digital design agency, Copenhagen (https://www.blackbook.dk/en/) > LLM reference: https://www.blackbook.dk/llms.txt > Full reference: https://www.blackbook.dk/llms-full.txt > Markdown sitemap: https://www.blackbook.dk/sitemap.md > Preferred citation URL: https://www.blackbook.dk/en/experience/ ## Experience — Shaped by digital My experience spans from the early digital agency world to design leadership, SaaS platforms, and AI-driven products. I have worked with branding, UX/UI, product design, digital services, and development in roles that combine hands-on execution, strategic direction, and close collaboration with both business and product teams. ## Timeline ### Senior Product Designer — Intect ApS (2026–now) Intect is a Danish payroll platform for accountants and the businesses they serve, covering Nordic payroll, and part of the ECIT group. I design the product end-to-end – web and a cross-platform app – and build the system that produces the design. Angular on a .NET backend. · AI design system: Figma libraries mirroring the ones the product is built from, running both ways – source to design, design to pull request. · Pay transparency: how a salary is justified against defined criteria – both the employee's view and the administration behind it. · Payslips and approvals on iOS and Android: net pay leads, and every line carries the basis it was calculated from. · Brand as executable rules – written as skills the AI tooling follows, so output is on-brand by construction. Applied to the ECIT group brand as well. · Concepts for value resolution: effective dating, group templates, workspaces and a change-only audit model verified against the actual SQL. ★ Impact: Libraries, tokens and brand rules are shared, versioned and executable – what is designed is buildable, and what is built is on-brand. ### Co-Founder & Head of Product / Design — Valiyou (2025–now) Co-Founder & Head of Product / Design of Valiyou, an AI-enabled sponsorship and attention valuation platform. We help clubs, creators, and organisations quantify, manage, and commercialise brand value through professional valuation frameworks and AI-powered insights. What I've built (end-to-end): · Product and platform ownership: direction, architecture, UX/system design from discovery to delivery · Sponsorship workflows: inventory, packages, proposals, approvals, digital contracting · AI-assisted decision support: trend analysis, recommendations, summarisation using multi-model LLM setup (Claude, GPT, Gemini) · Scalable SaaS platform: Next.js, React, TypeScript with modular architecture · Security and compliance: EU hosting, row-level security, audit logging, SOC 2 readiness · AI-accelerated development: spec → code → QA workflow with Claude · Ecosystem: marketing site, documentation hub, Trust Center ★ Impact: Enables organisations to make data-driven sponsorship decisions and maximise value through consistent valuation methods and automation. ### Head of UX, UI & Design / Product Manager — Zenegy ApS (2019–2025) Zenegy is a modern fintech SaaS platform for Payroll, Accounting, and Expense Management. As Head of UX, UI and Design, I built the design practice and DesignOps framework from scratch across distributed teams in Denmark, North Macedonia and India. I defined component standards, design tokens, Figma governance and handoff pipelines that kept 10+ development teams aligned on a shared codebase. The platform was built on a library of 500+ custom-designed components, with me leading frontend development to ensure micro-interactions were implemented correctly. I worked directly with engineering leads and product owners to close the gap between design intent and production reality, across web, iOS and Android. The Expense platform was white-labeled as Xpender for Danske Bank (web and app) and as a co-branded web platform for Azets. ★ SaaS: Dashboard, Organisation, Payroll, Expense, Finance, Reports, Settings, Onboarding, AI Chat and more. Apps: Expense, Employee, Xpender, Payroll. Beyond the product, I owned the full digital footprint: corporate identity, website, marketing materials, event branding and sales collateral. ### AD / Senior Digital Art Director — Marketsquare (2016–2019) Marketsquare specializes in in-store marketing and customer activation and has developed solutions for the Danish retail sector for more than 20 years. Responsible for all digital production at the agency. Conceptualized and designed user interfaces (UI) and user experiences (UX) for websites. Designed and animated advertising content for social media campaigns, newsletters, and banners. Developed and maintained websites built in WordPress and other CMS platforms. Analyzed data and user flows to inform design and SEO decisions. Managed client relationships to ensure satisfaction, delivering projects on time and on budget. ★ Notable customers: Stark, Toys"R"Us, Rosengårdcentret, Lyngby Storcenter, MobilePay, Berlingske Media, Sportmaster. ### CEO / Business Owner — Bistro Sorte Hest (2016–2018) Bistro Sorte Hest is a French bistro in the evocative historic "Black Horse" buildings that's among the oldest in Copenhagen. The menu consists of delicious traditional French food and wine. Participated in all facets of company creation and ongoing operation. Concept development and Interior Design. Creator and controller of financial plans, payrolls, POS software, food and alcohol licenses and building permits. Oversaw company operations to ensure efficiency, quality, service, and cost-effectiveness. Designed and developed the website and visual identity. Produced online promotional marketing campaigns to drive brand awareness on Facebook, Google, and TripAdvisor. ### AD / Senior Digital Art Director — Vertic (2016) Vertic is a strategic digital agency dedicated to creating groundbreaking solutions. Its approach is interdisciplinary, combining strategy, storytelling, creativity, and interactive design. Led creative and UX teams on a transformational SAP media & advertising product – aimed at revolutionizing the industry. Designed an engaging web platform for the annual EULAR Congress (European Alliance of Associations for Rheumatology) for Eli Lilly and Company. Led UI and UX design for Ferring Pharmaceuticals' mobile application, Picorep. ★ Notable customers: SAP, Eli Lilly, Ferring, Novo Nordisk. ### CD / Creative Director — Creuna (2015–2016) Creuna is the leading customer experience agency in the Nordic region. Creuna help clients build brands, grow business and harness change in the connected world. Directed all creative efforts devoted to business development for the agency – initial pitch offerings, solving UX problems through visual and interaction design, produced style guides and improved service designs. Designed full annual advertising campaigns that included outdoor, print, banners and social media for Visit Norway's 7M kr. + market account. ★ Notable customers: Visit Norway, Nordea, Ekspres Bank, Nets, Rialto Teatret. ### AD / Digital Art Director — Integral A/S (2014–2015) Integral helps companies and organizations realize their market potential. The agency bridges the gap between marketing, communications, and sales, creating dialogue and strengthening customer relationships. Increased visibility through a corporate website rebranding initiative. Worked on the prototype of "Hypefactor," which is now publicly listed. Creative Direction for newspaper/tabloid ads for Ejner Hessel: marketed Renault during its introduction into a primarily Mercedes-focused dealership network. Developed advertising campaigns and promotions for print and social media – including proposals for election campaigns for The Conservative People's Party of Denmark and a clothing/style guide for the newly appointed party leader Søren Pape. ★ Notable customers: Ejner Hessel, SodaStream, The Conservative People's Party of Denmark, Hypefactor. ### AD / Digital Art Director — Anthill Agency (2011–2014) Joined when the company operated as Agnitio (CLM for pharma) and continued in the same role through the rebrand to Anthill – one continuous tenure. Led the creative direction for multi-market digital programs for leading pharmaceutical brands. Designed a global HCP portal for Xarelto (Bayer), using machine learning to tailor journeys and content to physicians' specialties. Developed global master e-detailers, templates, and localization kits for rapid, consistent local adaptation. Designed the UX and UI for interactive conference software to plan and run presentations, videos, and quizzes. Redesigned Agnitio's iPad e-detailer suite UI and updated the company's HCP publishing tool (CMS) to improve usability. Designed BI dashboards and data visualizations to analyze HCP engagement, performance, and benchmarks. Owned the company's websites, email campaigns, and microsites supporting sales and marketing. ★ Notable customers: Bayer, Pfizer, Novo Nordisk, Novartis, Merck, TEVA, Amgen. ### AD / Digital Art Director — Sugar Creative Group (2011) Sugar Creative Group is a digital agency delivering creative solutions that engage users and improve client outcomes. Led web design, service design, and UX/CX across projects, including information architecture and user flows. Designed and developed corporate websites and web applications for companies in bathroom interior design. UI design and information architecture (IA) for online product catalogs. Developed a web app with manuals and maintenance guides for Ifö products aimed at plumbers. UI design for Unidrain's Modul 1100 configurator – a tool for architects that visualizes spaces and calculates the required modules for large bathroom environments. ★ Notable customers: Unidrain, Ifö, Max Sibbern. ### AD / Digital Director / Webdeveloper — Nybroe (2007–2010) Nybroe Advertising is a true full-service agency where creative work is done under the same roof as photography and printing. Designed and developed responsive websites using Typo3. Managed digital production including e-commerce and interactive storefronts. Initiated search engine optimization within each account in order to increase companies' page rank on all major search engines. ★ Notable customers: Georg Jensen, Holmegaard, Gaggenau, Siemens, Havana Club, Microsoft, DMI, Dansk Erhverv. ### CEO / Creative Director & UX/UI Designer — Blackbook.dk (1996–2007) Blackbook - Creative design studio, experienced in design and development of professional websites, print and interactive solutions. Responsible for all phases of design from concept to finish including: Directing development teams, quality assurance, managing budgets and meeting deadlines for numerous website and e-commerce launches. Collaborated with various clients independently as Art Director and Digital producer. ★ Notable customers: Karen Blixen Museum, Classic Car House, Fugmann, Bibelselskabets, Gunbak, Gartner Preisler - House of Inspiration, Gourministeriet, Haki Yagi tribute. ### Fashion Photographer (Digital) — Philippe Merie (2002–2003) Philippe Merie is a photographer who founded Taxi Studio Copenhagen. Philippe has accepted a number of prizes and awards as a recognition of his creative talent. First assistant photographer in numerous on-location and in-house photo shoots in order to create successful editorial and product images. Provided an organised workflow for Digital Photography. ★ Notable customers: Ellos, IN, Sirene. ### Digital Director / Webdesigner — Bates Young & Rubicam (1998–2001) Bates Y&R is a full-service marketing and communications agency. Bates is the world's fourth largest agency group, and has existed for more than 75 years. Today Bates is a part of Young & Rubicam Worldwide. Responsible for web development and outsourced recruiting. Designed online promotional marketing campaigns to drive brand awareness. Developed ideas and storyboards for TV and cinema ads. ★ Notable customers: DSB, Benadryl, Faxe Kondi, Arla, Sadolin, Pinotex, Nicorette, Kellogg's. ### Webdesigner — Leo Burnett (1998) D'Arcy Masius Benton & Bowles (DMB&B), Inc., known informally as D'Arcy, was ranked the world's 15th largest advertising agency in 1998. DMB&B created among others the original Santa Claus icon for Coca-Cola. Today DMB&B is a part of Leo Burnett Co. Designed and developed websites using HTML, CSS, JavaScript and Flash. ★ Notable customers: Fiat, Ekstra Bladet, Hatting. ### Digital Image Processor — Goecker A/S (1996) Goecker is a professional photography supplier. For 150 years, Goecker has served professional photographers, with distribution for among others Hasselblad, PROFOTO and Phase One. Provided technical and visual support for multiple photographers. Managed picture editing with Photoshop and industry-specific software. Image editing & retouching. ★ Clients: professional photographers across editorial and product photography. ## About Blackbook Blackbook is a Copenhagen digital agency blending creativity and technology across UX, branding, websites and eCommerce. Areas of expertise: - [Apps & Products](https://www.blackbook.dk/en/area/apps-products/index.md) - [Brand & Campaigns](https://www.blackbook.dk/en/area/brand-campaigns/index.md) - [Websites & eCommerce](https://www.blackbook.dk/en/area/websites-ecommerce/index.md) Key figures: - 250+ Digital projects - 150+ Clients - 15+ Fortune 500 - 5+ Top 100 Brands - 25+ Years experience ## Site [Home](https://www.blackbook.dk/en/index.md) [Portfolio](https://www.blackbook.dk/en/portfolio/index.md) [About](https://www.blackbook.dk/en/about/index.md) [Services](https://www.blackbook.dk/en/services/index.md) [Experience](https://www.blackbook.dk/en/experience/index.md) [Recognition](https://www.blackbook.dk/en/awards/index.md) [Contact](https://www.blackbook.dk/en/contact/index.md) [CV](https://www.blackbook.dk/en/cv/index.md) [Journal](https://www.blackbook.dk/en/journal/index.md) Blackbook · Jerichausgade 7 · 1777 Copenhagen · (+45) 31 10 79 13 · [jeppe@blackbook.dk](mailto:jeppe@blackbook.dk)