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 and a cat.

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


I have been a freelance illustrator/artist since I started my company ILLUFORM in 2004. (With a long break to take care of our son 2007-2010.) 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 work only part time and mostly with my own drawings, selling art online at Nordic Poster Collective, Displate and Society6. My style is traditional and I love drawing animals, portraits and motifs from cultural history.

My daytime job now is as a marketing assistant, maintaining and updating public relations, marketing material, web site, social media, prints, data sheets and more.

My daily world is web and WordPress (and all kinds of plugins), InDesign, Photoshop, Illustrator, Word, Powerpoint, Facebook, and much more.

Background and education

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

I have studied Art history and cultural history for four years at Linköpings University. And more practical art education, illustration and graphic design at Liljeholmens folkhögskola, RMI-Berghs (distance class) and three years of illustration and computer graphics at Mälardalens högskola.

This is what I like

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 all 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.

I love traveling and spending time at flee markets looking for old childrens books and other nice things.

Technique and style

For many years I mainly worked in Photoshop and Illustrator and did a lot of images for web applications. But for the last years I have felt a longing to work much more with hand drawn images. My style today can be described as mostly graphite drawings 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!

Photo of Lena and son

Please excuse if my english is a bit off…

You find contact information here!