With a few clients, I founded Denorth in 2007. At the time, the work focused on small and medium-sized branding projects, web design, marketing materials, and animated banners. Denorth quickly attracted reputable clients and was often sought after by advertising agencies for web design and animation projects.After moving to the US, I continued working with a small group of trusted clients. As the client base grew in Boston, Denorth LLC was officially established there in 2016.In 2022, I shifted my full focus to expanding Denorth, which has been growing rapidly since. We’ve had the opportunity to work on some of Boston’s and Iceland’s most exciting applications, specializing in crafting exceptional user experiences and innovative digital product designs with expertise in UX and UI. We often collaborate with engineers to develop systems and applications, ensuring seamless functionality alongside outstanding design.

Shortly after Bókun’s acquisition by Tripadvisor in 2018, I transitioned from Tripadvisor Flights to lead the design efforts for what has become one of the largest booking and experience SAAS platforms in the world. I managed the design team, working closely with product, marketing, engineering teams, and key stakeholders to develop and launch impactful features used by millions globally. I oversaw the entire design process, from ideation to execution, crafting user-focused experiences across web and mobile platforms. Collaborating with a highly skilled team, I worked with colleagues across 7 countries and 3 continents.

At TripAdvisor Flights, I led the creative direction for multiple new products, collaborating with product and engineering teams to build a platform used by millions. I established and managed the design team, overseeing the design process and taking responsibility for both large scale team efforts and smaller iterative projects. My work encompassed UI and UX design across all platforms.The design team was involved from the early stages of ideation and wireframing, providing prototypes to product managers. We also conducted user testing, reported results, and carried out UX research in various markets to inform design decisions. Being part of such a widely used product, reaching approximately 450 million users per month in 28 languages, was an incredible experience.In addition to building the design team, I managed and trained direct reports and interns, working closely with exceptional engineering, product, and marketing teams at TripAdvisor.

I initially moved to the U.S. to become the Art Director of New Media at America’s Test Kitchen. In this role, I led the design of digital products for the Boston based brands America’s Test Kitchen, Cook’s Illustrated, and Cook’s Country. My team and I worked on architecting and redesigning the individual online platforms to create a unified user experience. This included standardizing page layouts, content presentation, navigation, and e-commerce flows.The most ambitious project I worked on was the Online Cooking School. Featuring multiple interactive techniques, lesson types, recipe tutorials, and hundreds of courses, it became one of the most comprehensive online cooking schools available. I was involved from the concept stage, helping to structure user flows and lesson setups. During the design process, my team and I prototyped and user tested features while collaborating closely with product and engineering teams.

Ó! was an Icelandic advertising agency founded by renowned designers Einar Gylfason and Örn Smári Gíslason. The agency collaborated with some of Iceland’s largest and most recognized brands, leaving a mark on the country’s advertising industry. Although no longer in operation, Ó! is still remembered for its innovative and award winning work.

After graduating, I was offered a position at the same university to teach web design and motion graphics to students from around the world. I found it incredibly rewarding to help students uncover their potential and sharpen their creative skills.