Hello! I’m Bethany Aponte – writer, artist, brand strategist and design professional currently based in Stockholm, Sweden where I live with my partner and our three sons.

Wyld is involved in projects that aim to improve our interaction with the world. This can take many forms – from products and services to stories or films. From micro experiences to macro shifts in perception. 

Over the last 17 years, I’ve worked in product and service design, brand strategy, marketing and advertising, even documentary film. Companies I’ve worked with include SEB, adidas, Acast, Volvo, Netflix, ACNE, International Center of Photography (ICP), Google, Influence Film, Ericsson, and several creative agencies.

Of all the roles I’ve played, copywriting is the one I always return to. It’s the one that continues to challenge me and open up new possibilities.

But of course copywriting is more than just writing copy. It requires vision and strategy, a good eye and ear, the ability to collaborate well with all business areas and all aspects of human experience. Good copy is the lifeblood that pumps through every part of any brand.

I’m less interested in regurgitated content creation or corporate jargon than in asking deeper questions in order to find patterns and connections that can lead to new and better outcomes. In exploring edges and reaching out just beyond the familiar. 

As much as possible, I attempt to mimic the rhythms and cycles of nature, because I believe that nature is the most elegant and prolific creative force there is. 

Along with my professional work, you’ll often find me out in the world, interacting with the land and waters, the old and young, the human and more-than-human relationships we’re all entangled with. 

Welcome to the wyld!

Wyld AB är en svensk aktiebolag med orgnr. 559112-2568.
HQ: Stockholm, SE