Jonni™
London, United Kingdom
+44 (0)7510 152521

I create images.
I am a graphic designer, tech start-up dabbler, car hire owner, part-time mountaineer, a crap guitarist in a crap band, a full-time father to my daughter — my muse, my darling. I’m a coffee fiend who likes to roast his own beans, an ever exploring gourmand, and a master of getting myself in and out of trouble. Put simply, I’m an appreciator of life, with all of it’s beautiful ups and downs.
I was born and bred on the chilly shores of Iceland. I trekked my way across frozen oceans to Norway, where I spent much of my adolescent and young adult life. I’ve worked in Italy, Spain, The Netherlands and Denmark before settling in London, England… for now.
The journey to becoming a full-time photographer has been a long one. At the age of thirteen I bought my first camera with money I earned in the summer as a sailing instructor in Iceland. I was determined to create alternative and experimental imagery, however bad and uncool, they'd be mine and made on my terms. They were different and that was what mattered most to me. This is still very much the case. Conformity has never come naturally to me.
My biggest diversion from photography was when I was introduced to typography. My distraction lasted more than twenty years during which I’ve created visuals for small and large agencies and brands across Europe. However, the camera was always in reach, I never veered too far off the path. I’ve honed my craft largely through commercial product, and automotive photography before daring into deeper waters, focusing on advertising and fashion.
The magic is in capturing the moment. I’m ever-drawn to the beauty and the strangeness of the utterly mundane. I want to convey what I see, yet not document it, I want to make it my own and create the image I felt at that moment. Creating my realm of distorted reality is what excites me and drives me.
When I’m not behind the camera I’ll be on my bike!