Business on top. Sweatpants below.
Sweatpants exists because the traditional agency model is broken: bloated teams, inflated invoices, and meetings that eat entire days without producing a single thing.
After more than a decade in the industry, I decided to skip the theater. Fair work, fair pricing, and a process that doesn't make everyone miserable.
I stay hands-on with everything I take on. If extra skills are needed, I know exactly who to bring in.
Each job is different, and the setup should match. Pricing is transparent, always fair, no hidden extras.
If the agency circus has worn you down too, we'll probably get along. Some people want the fancy office and the ten-person kickoff call. That's fine. Others prefer a simpler setup where the focus stays on the work and the process is actually enjoyable.
Sweatpants isn't for everyone, but it's perfect for some.
Branding
(01) Brand strategy
We define what makes your brand tick: who you are, who you’re for, and how you stand out. Strategy first, visuals second.
(02) Visual identity
Your look and feel. Logo, colors, fonts, and the overall expression of your brand. Designed to make you recognisable, consistent, and memorable.
(03) Brand toolkit
The practical stuff you need day to day: guidelines, assets, templates, and anything else that makes staying consistent simple.
Websites
(01) Web design
Design shaped by strategy, research, and years of understanding what real users need. Turned into layouts that actually work.
(02) Development
I build fast, reliable websites that are easy to maintain, structured properly, and built for performance. Always accessible, scalable, and fully responsive.
(03) Interaction Design
Interaction design and animation add polish, personality, and flow. The difference between a website that works and one that actually feels great.
(04) Onboarding and support
I do not disappear after launch. You get a proper walkthrough and ongoing support so you feel confident managing your site.
Before you ask
Most first conversations start with the same few questions. Here they are, so we can skip to the interesting part.
Fixed quote, agreed before I start. The price follows scope: whether it's branding, web or both, and how much custom work goes into it. If the scope changes, we talk about it first. No surprises on the invoice.
A website usually takes 3 to 6 weeks, and faster when the scope is tight. Branding varies more, and doing both takes longer, since each gets proper attention. Content readiness (texts, visuals) and quick feedback set the pace more than anything else. Need it fast? Say so upfront and we'll plan around it.
Any of them. Branding on its own, a website on its own, or the whole thing from brand to launch, which is what I like best. On the website side that can also mean design only, or building from another designer's files.
Yes. I'm based in Stockholm and work in English or Swedish with clients anywhere. Location doesn't matter. Fit does.
You get a walkthrough of how to manage the site yourself, plus a brand toolkit if we did the identity. Sites are built so your team can update them without calling me, and I stay around for support afterwards. If you'd rather keep calling me anyway, I offer retainers for ongoing updates and improvements.
Send the contact form with what you need, roughly when, and a ballpark budget. We'll then start a conversation to see if it's a good fit before shaping the scope together.