International Students on the Advanced Portfolio Programme

Can you share a little bit about your backgrounds and why you applIED for the Advanced Portfolio ProgramME?

Charlotte 🇫🇷 : I applied for the Advanced Programme through my school, EFAP, which gave me the opportunity to spend an exchange semester abroad as part of my final year. I am currently in my fifth year, completing a Master's degree in Advertising Creation and Strategy. When I discovered this program, I was immediately drawn to it because it perfectly complements my studies and my passion for creative  thinking in the advertising field. 

Naomi 🇺🇸 : I was working on film sets in New York City, and I kept meeting really cool art directors who worked at ad agencies. I never considered advertising as something that I would enjoy but after talking to these creatives I started to think it's just a bunch of really funny artistic people who work for brands. And I wanted to work with them! 

What’s been the most valuable thing you’ve learned so far at Berghs?

Charlotte 🇫🇷 : The most valuable thing I've gained from this programme is confidence, both in myself and in my work. Before Berghs, I tended to play it safe creatively. This program pushed me to take more risks, step out of my comfort zone, and truly stand behind my ideas. It also taught me how to elevate my work, look at it more critically, and not settle for the first good idea. That shift in mindset has been the biggest transformation for me.

Naomi 🇺🇸 : Berghs really helped me to understand creative strategy. It's really clear to me looking at my work before the programme versus my portfolio now that I didn't have a clear strategy with a lot of my ideas.

How does studying communication in Sweden different from studying in your country of origin?

Charlotte 🇫🇷 : Studying in Sweden has been quite different from my experience at EFAP in France. In France, the academic system tends to be more structured and framework-driven, there is a clear way to do things, and the focus is often on delivering the right answer.

At Berghs, the approach is completely different. There is much more freedom given to students, and failure is not something to be afraid of, it is actually encouraged as part of the learning process. If you take a risk and it doesn't work, that's okay, because that's how you grow creatively. That mindset was quite new to me and honestly very refreshing.

It has pushed me to experiment more, to try things I wouldn't have dared to do before, and to see my creative process as something evolving rather than something that needs to be perfect from the start.

Naomi 🇺🇸 : Sweden really loves simple and minimalistic design, and I think in the States we tend to lean into a more chaotic range of design. So it was a really good challenge to try to reel in my chaos to make it as simple as possible. 

How has your confidence changed since you started?

Charlotte 🇫🇷 : When I walked into Berghs on my first day, I was excited but also quite intimidated. I wasn't sure my work was good enough or if I belonged there. Since then, a lot has changed. I feel much more confident  not just in my work, but in myself. I've learned to be proud of what I create, to own my projects and present them with conviction. Before, I would often doubt my ideas before even putting them out there. Now I know how to trust my creative instincts and stand behind what I produce. Berghs has really taught me that confidence is something you build by doing, by taking risks, and by not being afraid to show your work.

Naomi 🇺🇸 : I think the more you learn about something, the more you discover how much you don't know. I'm very confident in my foundation now, but I also know how much room I still have to grow 🙂

What’s something you wish you’d known before starting at Berghs?

Charlotte 🇫🇷 : I wish I had known not to be afraid of giving everything from day one, because 15 weeks goes by incredibly fast. Looking back, I would tell myself to be bolder to reach out to people, to go and talk to professors without hesitation, to ask for advice, for feedback, even for contacts in the industry. I think at the beginning you can feel a little intimidated, but everyone here is so open and willing to help. The more you put yourself out there, the more you get out of the experience.

Naomi 🇺🇸 : Even though most people in Stockholm can speak English, it'll be worth every bit of Swedish you can learn!