My interest in design started as a broader interest in art. From around 2014 I was drawn to sketching characters and landscapes, things I found interesting from cinema, books, and TV shows. I was writing short novels. I was learning 3D in Blender on a small HP laptop, waiting a whole day for a single render to finish. I was making graphics and drawings in Illustrator. I made my first logo in 2015. Curiosity was the whole engine. I wanted to try everything.

In 2021 I started making and sharing one poster every day for a year. The goal was to learn the core principles I was fascinated by: typography, color, contrast, imagery. The more posters I made, the better they got, and the more comfortable I became with the software and the execution. That consistency grew an audience, and that audience brought my first clients. It gave me the confidence to quit my job in 2022 and work full time as a freelancer.

Since then I was fully into freelance, learning things that were new to me: how business works, how to work with clients, and how to actually get the work done. I designed logos and visual identities for clothing and DTC brands, and I built relationships with people all over the internet that I never imagined I could reach remotely. The more clients I served, the more I wanted to expand. I moved into UI and product design, then into full brand systems for clients in the US and Europe. Building brand systems like a health and wellness brand in the US and a dance studio in Stockholm is what raised a real interest in business in me. To build a brand well, I had to stop seeing it as a set of logos and graphics and start seeing it on a strategic level.

I had to understand the business behind the brand: what it sells, who it is for, and how it grows. That became the part I cared about most.