About me

My name is Lena Svalfors Hedin. I live in Malmö, in the southern part of Sweden. I am married to Andreas and we have a lovely son.

All sorts of art and culture is interesting to me. I am ever curious about history, craft and all types of creative expressions, illustration, typography, children’s books and other beautifully illustrated books, textile, architecture, castles and churches, photography, animation, movies and music, games, religion, archaeology, animals, nature and obviously all kinds of graphic design and art.

Mother and son
My beloved son is now the taller of us


I have been a freelance illustrator/artist since I started my company ILLUFORM in 2004. In the beginning I worked a lot with clients and commissions, mainly in the wide field of information and education. See example in my portfolio (sub-pages only written in swedish, sorry).

Today I only work with my own drawings, selling art online at Nordic Poster Collective, Displate and Society6. My style is traditional and I love drawing animals and motifs from cultural history.

My daytime job the last ten years has been as webmaster and marketing assistant. I build, maintain and update a web site, handle social media, design and prepare marketing material och business prints and much more. My daily world is web and WordPress (and all kinds of plugins), InDesign, Photoshop, Illustrator, and much more.

Background and education

I grew up in Stockholm, the capitol of Sweden. I have also lived many years in Linköping, before moving to Malmö in south Sweden around twenty years ago.

I have studied Art history and cultural history for four years at Linköpings University. And more practical art education, illustration and graphic design at several different schools.

Technique and style

For many years I mainly worked in Photoshop and Illustrator and did a lot of images for web applications. But I felt a longing to work much more with hand drawn images. My style today can be described as mostly graphite and ink drawings, sometimes with Photoshop colouring. I also use colour pencils, water color and gouache.

My idols are the great illustrators of the past, I love their excellent technique and great skill! But I also appreciate illustrators who can deliver an idea, a funny punchline or a beautiful thing with just a few “simple” lines. You can read more about that in my blog!

My husband and son
Husband Andreas and our son at a flee market, for ones selling, not buying…

Feel free to contact me if you have a question, a suggestion or just like my pictures. I would love to hear from you!

And please excuse if my english is a bit off…