Running a Design Studio

It all began during the business module at Hyper Island, where Felicia and I realized we shared the same values and approach to design. Inspired and motivated by our collaboration, we decided to take the leap and start our own design studio.

Animation by Marien Singbo for Decent People Studio

Process & Steps

Once we committed to starting a business together, we created a foundational plan to guide us forward. Our approach was semi-structured—organized yet flexible enough to adapt along the way. Some of our first steps included:

— Branding & ideation workshops

We ran workshops to explore our identity, values, goals, and vision, asking fundamental questions like 'who are we?'' and 'what do we believe in?' This phase ultimately led us to our name: Decent People—a reflection of our desire to make a positive impact while embracing imperfection.

— Inspiration & outside perspectives

To shape our brand identity, we gathered visual inspiration to share with each other, aligning our visions and exploring how they could merge into a cohesive identity. We also made the most of being surrounded by a school full of creative and talented people—using them as a sounding board for our ideas. Their feedback and support were invaluable.

— Tools & tricks

Our time at Hyper Island equipped us with a powerful set of tools—whether for boosting energy, sparking innovation, or strengthening teamwork. These resources became essential in shaping our workflow and culture.

— Genuine team building

We prioritized truly understanding each other's strengths and weaknesses, allowing us to shape our collaboration and refine our offerings. By being open and authentic with one another, we built a deep foundation of trust, making teamwork feel effortlessly natural.

Services & Offering

With the fundamental elements in place, we formulated our service offerings based on our competencies and skills:

Design Sprints

Inspired by Google Ventures, we facilitated Design Sprints for teams and organizations—a fast, structured process that led to tested prototypes and actionable insights.

Workshops

We designed tailored workshops to help teams develop their processes or kickstart new projects with clarity and momentum.

UX Projects

Using user-centered design methods, we either transformed existing platforms or built products and services from scratch.

Lectures/Education

We shared our expertise in UX methodologies and team development through lectures and workshops at Konstfack, KTH, and Hyper Island.

Highlights

1. Creating from the ground up
We had the chance to build everything from scratch—our business identity, renovating our studio, and shaping a culture that truly reflects us.

2. A deeply rewarding process
Taking full responsibility for every aspect of the business made our accomplishments even more meaningful. Every effort had a direct impact, which kept us motivated.

3. Turning passion into work
The best part? The freedom to pour our passion into design and co-creation every day.

Challenges

1. Navigating double uncertainty (pandemic + new business)
Just a month after we took the leap, the world turned upside down. The uncertainty was intense, but our collective energy and trust kept us going. We learned to take things one day at a time.

2. Defining our value & services
In the beginning, explaining what we do wasn’t always easy. With time, we fine-tuned our offerings to align with what clients actually needed, embracing flexibility along the way.

3. Wearing all the hats
Beyond design, we became accountants, project managers, marketers, and more. Some roles came naturally, others were just part of the deal—but each one taught us something valuable.

Learnings

Starting something new forces you into constant learning mode—everything is an exploration. Some key insights along the way:

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Reflection & growth
Taking time to pause and reflect helped strengthen both our collaboration and individual growth.

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Embraceing openness
Transparent, straightforward communication made everything easier—aligning ideas, solving problems, and building trust.

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Mark milestones, big and small
Acknowledging achievements, no matter how small, made the journey more meaningful.

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Trust in the path
A mix of strategic planning and organic evolution proved to be the way forward. Having the courage to trust the process made all the difference.