Pine Tribe

  • Pine Tribe brand development
  • Pine Tribe web design
  • Pine Tribe visual identity

About This Project

Pine Tribe is a born-digital book publisher. The concept is to translate the best in Scandinavian literature and cultivate an online following for those authors, that gives the books a life and continuity beyond the first read. It is estimated that less than 5% of foreign language bestsellers make it to international release. That’s a whole lot of good books that don’t see the light of day beyond a niche market. Pine Tribe bridges one gap in that opportunity market.


The first published series focuses on health, happiness, and well-being. A topic that Scandinavians have a global reputation for. In the first year and a half of Pine Tribe, the concept was tested, product and brand built, 5 books published, and a growing following was curated. By the end of 2014 the Pine Tribe website was consistently reaching 20-30K users every week, 80% of them new prospects. A pivot and restructuring will bring a new direction in 2015.


Click on the links on the right to find out more about my work with Pine Tribe on brand development, UX, design and creative, startup strategy and analytics.