Why we call ourselves a studio and not an agency
We call ourselves a studio because, at its core, our work is about building digital products that need to function reliably over time. Terms like agency, consultancy, and studio are often used interchangeably, and in practice many organisations do similar things. At the same time, these words carry different expectations around responsibility, pace, and collaboration, which shape how partnerships work over time. For us, it has been important to use a term that more accurately reflects how we operate.
Tobias Rydenhag
Head of Design
How agency work is often structured
Many agencies operating today have their roots in advertising, communication, and marketing. Their work has traditionally focused on campaigns, launches, and time-bound initiatives, with an emphasis on messaging, reach, and visibility.
In that context, it is natural to organise work around assignments that are planned, produced, and completed within a defined period. The result is meant to perform here and now, often tied to a specific launch or activity, rather than as part of a long-term system that will be used, maintained, and developed over time.
This approach is well suited to its context. It differs, however, from the way we most often work, where the focus is on digital products, technical platforms, and interfaces that need to function reliably in everyday use, often for many years.
Our focus: products built to last
We are a design and technology company with long experience in building digital products. Often delivered through projects, but always with responsibility that extends beyond the point of delivery. Much of what we build is used daily, sometimes around the clock, in environments where stability, clarity, and reliability are critical.
This shapes how we approach design and development. Decisions are not made solely with the next delivery in mind, but with consideration for how a solution will function, be maintained, and evolve over time, technically, structurally, and from a design perspective.
What we mean by “studio”
When we say studio, we mean a way of working that is closer to product development than campaign-driven work. We often work closely with internal teams, engineers, and the wider organisation. Sometimes within a clearly defined project, sometimes over longer periods, but always with a focus on the whole and on what is ultimately put into production.
Our background in product companies has shaped this perspective. There was rarely a clear end point. What was built needed to live on, improve, and adapt long after the first version was released. That mindset is something we bring into every new collaboration.
How this shows up in practice
In practice, this means we are comfortable working in project form and delivering what is needed in the short term. At the same time, we take responsibility for how the solution will live on, technically, in design, and organisationally.
We spend time understanding the context, not just the task. We focus on building solutions that can be evolved, rather than replaced. It is often less flashy, but more sustainable.
We do not optimise for campaigns, pitches, or temporary peaks. We optimise for products that work.
A term that sets the right expectations
Calling ourselves a studio is a way of being clear about how we work.
That we are a design and technology company with deep experience in building digital products, often in project form, but with responsibility that goes beyond delivery.
For some engagements, this distinction may not matter much.
For others, it helps set the right expectations early.
For us, it is simply the most precise way to describe how we work.