So, how did Unfussy Studios even start? Ok, real talk: it was a panic move.  Pandemic hits, my aviation job is looking spicy 🌶️ in a bad way. Needed a side hustle, STAT.
Ended up scoring this random WFH gig doing admin stuff for an Amazon store—mostly just mind-numbing data entry. Then out of nowhere they’re like “can u make this pretty?” and i started designing their Pinterest & packaging… and omg it woke up my old design-loving brain. The dopamine was real. Then one thing led to another. I started getting more clients.
Then, a major slay: a suitcase brand from Germany where I was doing a bit of everything. I ran their ads, created content for their social media, organized a photoshoot for their new campaign, and the moment that changed everything? They let me do a mockup redesign their website. Cue the late nights, hyperfixation, and a shocking amount of caffeine. I was in my zone. That’s when I knew—this is it. This is the thing. I knew I had to pivot.
So I made it official: I gave birth to my little remote creative studio – Lagom Design Lab. The name came from this Swedish concept I read about—"not too little, not too much," that perfect balance. And honestly, that idea was born from total cultural whiplash. Working with clients in Asia was all about the grindset: hustle culture, 24/7 availability, constant go-mode, the constant need to be perfect. The work ethic was inspiring, but… it’s not for me.
When I started working with clients in Europe the vibe was completely different.
✨ Hard stop at 5?
✨ Actually disconnect on vacation?
✨ Focus on quality over just logged hours?
I was confused, my initial reaction: "Wait, that's allowed?"
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I fell down a whole internet rabbit hole trying to understand it, which led me to this book called Lagom: The Swedish Art of Living A Balanced Happy Life by Niki Brantmark. It gave a name to what I was low-key craving—that sweet spot between hustle and harmony. And when I tried it? Game changer. I was less drained, and my creative work actually got better. It proved you don’t have to be burning out to deliver results. Long story short, the book knocked some sense into me. I started implementing this philosophy in all aspects of my life.
Lagom Design Lab was that philosophy in action. By late 2025, the mission was solid, but the name needed a glow-up. It evolved into Unfussy Studios.
And the word “Unfussy”? That was the real lightbulb moment. After living the lagom life, I realized the best outcomes come from a specific kind of partnership. It’s not about the old-school "customer is always right," but about "the vision is always right."
I  love to partner with founders / brands who see me as an extension of their team—collaborators invested in a shared goal, not just order-takers. This means we thrive on clear communication, mutual trust, and a commitment to the best strategic outcome, not just the fastest or easiest one.
Because the right collaboration feels effortless. It’s a synergy where great ideas flow, feedback is constructive, and the process itself is energizing.
My ideal partners are those who value this calm, focused approach as much as the final deliverable. That’s the core of "Unfussy." It means skipping the fluff and getting straight to the good stuff.
It’s a commitment to a clear, intelligent, and surprisingly calm creative process.
And for 2026 and beyond, my core operating principle is simple: protect the peace to protect the work. We design our workflows to prevent cortisol spikes—no glorified chaos, no manufactured emergencies.
I believe sustainable creativity and strategic planning bloom from a foundation of focused calm, not frantic scrambling.
So, Unfussy Studios is the blend of that relentless drive I deeply respect, now channeled through a balanced, intentional framework. It’s proof that you can build something brilliant without breaking yourself in the process.
The TL;DR? Unfussy is the positive alternative. It’s living proof that:
đź”… You can have passionate dedication and healthy, humane boundaries.
đź”… You can achieve exceptional work through clarity and calm, not chaos.
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And that’s the studio I built from the plot twist of my life. Built from panic, shaped by balance.