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Narratio 

latin, “the narrated” and “the talked-about”

Strategic and editorial communication for organisations working with complexity.

In complex environments, organisations are judged not only by what they say — but by whether communication reflects operational reality, strategic coherence and credibility over time.

In a world of noise,

clarity is a choice.

Generic messages are easy to copy.
They spread fast and fade faster.

But credibility and legitimacy
are earned through what you build,
how you lead, and how you communicate.

The strongest communication are not the one producing the most content — but those creating the clearest understanding through the noise. 
Jan AXELSSON

Curriculum Vitae

CNN • BBC • SR •  SVT• TV4 • UR 

Editorial strategist and communication advisor

After 25+ years across journalism, strategy and editorial leadership, I help organizations communicate complexity with greater clarity, coherence and legitimacy.

Translating complexity into clarity — by shaping how it is understood.

Working at the intersection of storytelling, strategy, and complex systems, I develop narratives, models and frameworks that influence how technologies are adopted and acted upon by decision-makers, clients and stakeholders. Strengthening credibility in environments shaped by scrutiny, uncertainty and informational volatility.

Helping organizations shape how they are understood internally, publicly, and strategically.

  • Technology, Research & Innovation
    Translating complexity into clarity and direction.

  • Narrative & Storytelling
    Connecting systems, complexity and human understanding.

  • Policy & Public Affairs
    Shaping understanding, opinion, and direction.

  • Thought Leadership & Expert Positioning
    Defining authority and agenda.

Working across the full spectrum of technology and science.


MSc Science Journalism • 12 years as CEO, strategist, and executive producer at Red Carpet Media • 25+ years as journalist and editorial leader

Selected clients: Vattenfall • ABB • RISE • ClimateView • Danske Bank • Universities
Narratio communication

“Tell it like the BBC”

Clear. Credible. Relevant.

In a world shaped by complexity, clarity is power. Drawing on senior experience from both national and international media, I translate the intricate into the intelligible — crafting storytelling that is precise, purposeful, and convincing.

  
Narratio communication

Expertise & Roles

With 25+ years as a journalist, editorial leader, strategist, and producer, I decode and explain complex systems, technologies, and models — from how they work to what they mean. Now deeper, sharper, and amplified by AI.

As an operational strategist, I turn strategy into action that drives real outcomes.
Strategic advisor

Strategic advisor to leadership and decision-makers.

Applying a structured model of how decisions are made, I make value, position, and direction explicit — so organizations can decide better, communicate with precision, and compete more effectively.
Head of Communication

Ensuring communication meets the highest standard — engaging, credible, and persuasive. From idea to delivery, across strategy, production, and distribution.

I help you move from isolated initiatives to continuous communication systems — making complexity clear, relevant, and engaging.
Operational Roles

Working across communication, strategy, and content in technology, science, and AI:

• Head of Communication
• Operational Strategist
• Press & PR
• Research & Model
• Producer & Editor
Narratio communication

Contact


Interested in learning more? Don’t hesitate to get in touch.
Call me at +46 70 685 14 44 or email jan.axelsson@narratio.nu.
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Case Study: From Startup to Global Standard


ClimateView

Worked with a data-driven climate platform from early-stage startup to global standard — now implemented in 300+ cities worldwide.

Bridging technology, strategy, and communication, I turned complex algorithms and data models into actionable understanding — from internal alignment to decisions by policymakers and city leaders.

Built communication that doesn’t just resonate — but stands up to the system itself.
ClimateView 
Narratio communication

Testimonials
Tomer Shalit
Founder, ClimateView

He has helped us sharpen our positioning, communicate with clarity, and be clearly understood. His ability to grasp complex systems and user needs has also made him a valuable contributor to our innovation process.
Jan Scherman
Former CEO, TV4

He has a rare ability to explain complex issues with clarity. I’ve relied on Janne Axelsson’s expertise in many challenging situations. He is persistent, driven, and brings a strong, positive energy to every collaboration.
Oscar Malmquist

Operational Director, Eccho Rights
(Quote to follow)

Margaretha Eriksson
Programme Director, UR – The Swedish Educational Broadcasting Company

Janne Axelsson is a visionary in content and programme development, driven to create work that makes a real difference.
Case Study: Research & Technology Communication

Development Producer & Strategist

Making complexity understandable — and actionable.

I have developed internationally recognized formats, investigative journalism, and documentaries —  and worked extensively across technology, research, and societal issues.

My focus is not production, but precision: understanding what needs to be said, and structuring it so it lands with clarity and impact.

I work with organizations and experts to shape their thinking and voice — turning expertise into credible, relevant thought leadership.

Founder and Development Producer, Red Carpet Media (2014–2026)
Case Study: Influencing Opinion and Public Perception

Public Affairs & Policy Communication

Working at the intersection of society, policy, and investment — where complex issues must be understood to be turned into decisions.

I have contributed to strengthening the positioning of northern Sweden in policy and investment contexts, where communication plays a decisive role in how regions are understood, valued, and prioritized.

Through editorial storytelling, I have developed a wide range of productions — from broad media visibility to targeted communication in decision-making environments.

The work is not only about reach —
but about building understanding that holds in the room with policymakers, public officials, and investors.

References and results available on request