During the years he has worked with a wide range of creative projects such as strategies and campaign concepts for H&M, fashion and beauty art direction for Åhléns, art direction and creative concepts for MTV, SJ, ICA, Atlas Copco, Svenska Spel, Arla, Fortum, MAX and Naturskyddsföreningen among others.

In addition Axel has also led the work of designing work wear for courier service Ryska Posten - the project was awarded with a Cannes Lion. 

Axel's experience from driving start-ups within the lifestyle segment has given him wealth of knowledge regarding both the creative and the business side of retail. His conscious tech brand Le Cord has led to collaborations with hi tier retailers and brands such as Hermès, Alexander Wang, Colette and Maxfield.

His work has been awarded in advertising award shows such as Guldägget and Cannes Lions. In 2016 Axel was awarded with  Guldknappen at the Guldknappen fashion awards for his work with the accessory brand TCF.