Where founders stop winging it, brands start making sense, and good work actually gets done 🫣🧩🤝

I spent five years in HR as a People Operations Manager and honestly? I was good at it. But every week looked the same, and I knew there was a whole creative side of me that wasn't getting used.

In Swedish we have the word pysslig - someone who's always making, painting, building something with their hands. That energy had nowhere to go in a spreadsheet.

So at 28 I went back to school, got my degree in Digital Marketing, and started AALE Studio. I'm Swedish, based in Spain, and I work with a small number of clients at a time - which means you get me, not a junior who got handed your project on a Tuesday.

What I do differently is bring both the strategy and the design. Most designers make things look good. I care about why it looks that way and whether it actually works.