The Laugh House + Jonathan Rollins · Creative Strategy
During my internship, I worked across both comedian Jonathan Rollins’ personal brand and The Laugh House, the comedy club he was building in Stockholm.
My job was to find creative territory where both could grow: together, but not interchangeably.
Person + Place01 · The brand problem
Jonathan’s experience as an American living in Sweden had become one of the most recognizable parts of his comedy. It worked, but it was beginning to define too much of the brand.
Expand the brand without abandoning the equity that made him recognizable.
The club was connected to Jonathan, but it needed its own reason to matter beyond simply being a venue where Jonathan performed.
Give the club a distinct role in Stockholm nightlife and comedy culture.
02 · Jonathan: expand the world
The goal wasn’t to erase the American-in-Sweden perspective. It was to find additional creative engines rooted in Jonathan’s storytelling, audience interaction, recurring jokes, community, and personality.
Three organic pillars to elevate the brand.
Turn material from Jonathan’s stand-up into recurring audience lore that can reappear across specials, stories, posts, static work, video, or audio.Existing strength → recurring inside jokes
Turn Jonathan’s role behind The Laugh House into an organic content engine built around the personality, decisions, and daily reality of running a comedy club.Existing strength → founder-led storytelling
Extend spontaneous live moments beyond the stage by turning Jonathan’s interactions with hecklers into additional stories after the set.Existing strength → more story after the show
03 · The Laugh House: build the world
When The Laugh House was founded, the goal was to become Sweden’s international hub for English comedy. For the brand to evolve, it needs to return to that premise.
What unique role can this place play in Stockholm?
01It created a hub for international comedic talent.02It gave locals a new way to experience the city.04 · Strategic messaging
Before developing audience-specific creative, I identified the motivations that could connect different kinds of people to The Laugh House.
05 · Audience personas
06 · Proposed creative
The concepts translated audience needs into distinct reasons to choose The Laugh House. These were strategic explorations, not published campaign results.
Your couch just broke up with you. How are you spending the night?
A proposed carousel that turns another evening inside into a choice, with the comedy show as the night worth saying yes to.
A proposed video built from the club’s best real moments, using the discovery itself as the hook and the room’s energy as the proof.
A familiar weekend loop breaks when the audience sees a night that actually feels different.
Growing up doesn’t have to mean doing the same night over and over.
Restaurant scrollEvery option starts to look the same.
Back to the couchThe comfortable choice feels a little too familiar.
Front row at TLHBook a different kind of night.
A proposed high-contrast video sequence that positions the club’s international energy as a more cinematic, less predictable Stockholm experience.
Come to Stockholm’s most international experience.
Other territory explored
Smaller strategic explorations that showed breadth without competing with the core ideas.
Concept development and strategic exploration.