Pål Bergström

I'm an advisor in Design Management and Corporate Identity, specialized in the relationship between Design, Personality and Awareness, helping organizations synchronize the inner personality with organizational attributes and corporate design and personnel awareness. Since 1991, when I took a master in Design Management at Domus Academy in Milan, I have explored and researched the relationship between design and personality resulting in a method called DesignGenetics. I'm also a cross media designer and Web Developer.

During the 80's I studied Business Administration and Marketing at Lund University in Lund, Sweden, until I realized that I'm a designer at heart. At the same time I got my eyes on a new subject called Design Management, which for me looked like the answer to the narrow view on leadership and management. In 1989 I went down to Florence in Italy to study Interior Design. In 1991 I entered Domus Academy in Milan where I got a Master in Design Management. At Domus I meet many protagonist in design such as Ettore Sottsass, Andrea Branzi, Alessandro Mendini, Achille Castiglioni, Marc Newson, and several others. I also meet with many well known producers of design, as well as Design and Corporate Identity Agencies. For my master thesis I did a study of the company Alessi, with its Personality and Design Direction. My professor was Stefano Marzano, design manager at Philips. After working for Aldo Cibic for a while I came back to Sweden.

Since Italy I've worked as a project leader, designer, advisor in design and identity, web designer and developer. I'm now trying to formalize, develop, manifest, and communicate my own ideas. Ever since Domus I've had two main paths. The first has been to develop DesignGenetics and communicate my philosophy. The second has been to create a web application called Gepio. It has taken a long time but I'm now in the process of taking my work to the public eye.