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Viktor BertheliusBRTHLS / Profile

Fractional CAIO · Consultant · Creative director

Viktor Berthelius.

I am Viktor Berthelius. I design the systems that let a brand scale, stay consistent and gain commercial strength. As a creative systems director, I define how strategy, technology and brand behave as the company grows.

I step in when AI starts to shape real decisions and production moves faster than judgement. Creativity without governance is just noise. My work is to remove that noise and build the systems that help both established companies and new ventures grow.

I am the author of Brand Machines, the first book in Machine Manuals, my collection about systems. Available in Spanish and English, on Kindle, in paperback and hardcover. Author on Amazon

Author of NORTH.md, an open convention that gives AI agents purpose, ambition and precomputed trade-offs.

Principles

  1. Clarity over cleverness

    If a strategy needs a presentation to explain itself, it has failed.

  2. Systems over deliverables

    A logo is a file. A brand is a behaviour. I design the behaviour.

  3. Subtraction is strategy too

    The hardest decision is what NOT to do. I cut what is incidental to keep what is essential.

Active · 2026

From working with companies to the classroom.

Consulting, mentoring and training draw on the same experience: solving real problems with people and technology.

You are building a startup ↗You teach others ↗

Leadership and advice

Support for teams that need to decide how to use AI, organise their marketing or choose technology.

Projects and creative direction

Automation, product and brand: a clear goal, a team and an agreed deliverable.

Mentoring for founders

University programmes, consulting sessions and reviews of ideas, business models and first tests.

AI for teachers

Training to prepare activities, check answers and teach how to use AI responsibly.

Track record

  1. 2025–2026

    BRTHLS: fractional leadership in AI and creative systems.

  2. 2018–2024

    Rewinder®: brand and system at global scale.

  3. 2014–2021

    Phe Festival: culture, experience and business on a single platform.

  4. 2009

    I co-founded Utopicus.

What I do

  • Operating model design
  • AI infrastructure architecture
  • Governance systems
  • Headless architectures
  • Knowledge management
  • Strategic synthesis

How I think

  • First-principles thinking
  • Deciding at critical moments
  • Radical candour
  • Systemic vision
  • Translating across disciplines

If your system is already creaking, let's talk.

Let's work together

Book a call ↗