Hedborg

I design products, then build the instruments that make them.

Everything drawn on this page came out of one of them.

STOCKHOLM 59.33°N 48.86°N PARIS
BLEND SEEDED BY TODAY’S LIGHT

WORK

Work index. One row per project.
Artwork Project Discipline Domain
Addict Radio PRODUCT DESIGN RADIO
Audiogo PRODUCT DESIGN AUDIO ADVERTISING
Tune DESIGN SYSTEM AUDIO ADVERTISING
AI Renderings AI PROMPTING BRAND

INSTRUMENTS

I build the tools that make my visuals. One of them is running on this page.

Every piece of artwork in the index above is drawn in your browser when the page loads. None of it is an image file. The generator takes two inputs: an integer seed that belongs to the entry, and the value of the ribbon. The seed decides the structure, so a project’s artwork stays recognisably itself at any setting. The ribbon decides the voice. Move it and the whole index redraws.

  • Artwork generator

    RUNS
    In this page, at load and on every move of the ribbon.
    TAKES
    One integer seed per entry, and the ribbon value, 0–100.
    MAKES
    The artwork on every row in the index above.

STUDIO

Hedborg Design Company is Axel Grolemund, working independently. Before it: AdsWizz, SXM Media and Pandora — AdsWizz was acquired by Pandora and SXM Media, which is why all three are on the list. The work was audio advertising, and it is still the through-line: research, interface, and the system underneath the interface. On Audiogo I was Lead Senior Product Designer. On Tune I was one of the team that built it. I work with generative AI as a visual material, and I build the tools that use it. Half French, half Swedish — which is the ribbon at the top of this page, and it is not decoration: move it and the layout regrids and every piece of artwork redraws.

PREVIOUSLY

AdsWizz · SXM Media · Pandora

CONTACT

axel.hedborgco@gmail.com — I read everything and reply to most of it.

EMAIL ME