Holtback Yeter


Hi, I’m Julia. Art Director at Forsman & Bodenfors. Based in Gothenburg.

︎ About

︎ 01 Run Like We’re Meant To ︎ 02 The Routine Effect ︎ 03 The Shuffle Ticket ︎ 04 EX30 Cross Country︎ 05 Social Run
︎ 06 Craft Beer ︎ 07 The 1 in 10 Flower ︎ 08 The Entire City’s Jersey ︎ 09 The Eternal Jersey︎ 10 No Compromises ︎ 11 The Failure︎ 12 Stop Light Discount
︎ 13 Childish Questions︎ 14 To My Brother

︎ Print

Holtback Yeter


Art Director at Forsman & Bodenfors. Based in Gothenburg, Sweden.

︎ About


The Entire City’s Jersey


IFK Gothenburg

Unlike most other football clubs, IFK does not belong to a specific district — it has supporters all across Gothenburg. The club is even officially known as “The Entire City’s Team.”

The new match jersey was therefore launched exclusively through small businesses throughout Gothenburg, owned by supporters of the club. For one week, you could only buy the jersey at your local hairdresser, bar, restaurant, bike shop, grocery store, youth center, fish truck, theater, and many other places. The entire city was transformed into a reminder of the upcoming season and the club’s wide presence. If you visited the club’s official webshop, where the jersey is usually launched, you were instead directed to the physical stores.

The launch was no longer just about supporting the club, but also about supporting the city.